Guiding Through a Complex Purchase

Buying a large banner print online can be overwhelming: what if you screw up the order? has developed a clever solution. When you first visit a product page (for example what would normally look like …


… transforms to this–


And when you click Next the next tip appears:


Click Next one more time:


Click Next one last time:


What I love about this tactic is that it accomplishes 2 goals:

1: Teaches the shopper how to fill in the required info.

2: Ensures shopper sees the customer service number so they can call if they still have questions.

Strategic Chat does something clever. On their checkout page when a shopper clicks the “Terms and Conditions” link to read terms Proactive proactively shows a chat popup–


The lesson here is that if there is a spot on your checkout where shoppers dropoff it’s a good idea to go the extra mile to address concerns of shoppers who reach that point.

Geotargeted Reviews

For years I’ve been thinking about a test idea that combines these 2 facts–

1: Shoppers are more likely to convert when they can read reviews.

2: For a shopper in [Michigan] reading a review of another shopper who also happens to live in [Michigan] is a strong influencer.  Here [Michigan] can be any state.

And then, I discovered a page on that does exactly that.  They show an interactive map of North America and you can click on any state and see reviews from that state.  Naturally shoppers from North Carolina will click on their home state.  Here is a screenshot of the idea–


And here’s the live page (you have to check it out!).

Riding Coattails is Clever

Fact 1: 100 million people watched the super bowl this year.

Fact 2: The shark to the left of Katy Perry made a great impression on popular culture.

Fact 3: knows online shoppers have an attention span of 5 seconds, tops.

Fact 4: The one thing wants new site visitors to know is that they offer free shipping over $39.99, guarantee lowest prices, and have excellent customer service.

Combine Facts 1, 2, 3 and 4 and you get this—


Nearly every visitor to homepage will notice the shark graphic, and by association, the assurance message next to it.  And that’s the whole point.

Only thing I don’t like: Combining shark message with President’s Day sale message might be a mistake.