My Holiday Shopping Experience

Now that it’s the holiday season, we are seeing websites use many different strategies to increase conversions. Some of these strategies include special holiday sales, free holiday shipping, extended return and refund policies, and so on.

While doing my Christmas shopping for one of my close friends, I decided to take some mental notes of my observations while on the web. The two of us play video games together often, and he had mentioned a few times over the past year that he was thinking about getting a new gaming headset (the Razer Kraken Pro V2, to be exact). He still hasn’t purchased a new headset, so his gift this year was an easy choice.

I did a Google search for “Razer Kraken Pro V2” on my phone, and these were the first two results:

Search Results

I clicked on the first search result, which was Amazon.com. Although I use Amazon a lot, I’ve never been a fan of the layout of their product detail pages. I eventually decided to go back to my Google search results page and find the manufacturer’s site because I know many sites offer extra benefits if you buy from them directly instead of through their Amazon store.

After navigating to the listing for Razer.com, this is what I saw at the top of my phone’s browser:

Razer Nav Bar.png

Razer informed me that if I ordered today, I would receive my headset before Christmas and get free standard shipping. Razer made a good decision by ensuring me that I’d get my gift before the big day. I already knew I was definitely going to buy this headset, however, but the only information I cared about was if this headset was definitely compatible with my friend’s PlayStation 4.

After scrolling up and down the page multiple times while skimming through the copy, I finally found confirmation that this headset would meet my friend’s needs. I then clicked “Buy now”, entered my payment information, and received my package within 2 days of ordering.

So why am I telling you all of this?

While shopping for this headset, I was in the unique position of being both a gift-buyer and a gamer while shopping during the holiday season. Most of Razer’s customers are likely not in the same position. Many are potentially parents buying a present for their kid while many more are gamers like my friend and myself who are buying a headset for themselves (in fact, I have been considering buying the same headset for myself).

Why is this page treating both of these groups the same?

Parents and gamers will have wildly different questions and concerns when shopping for this headset. I highly doubt a parent cares if this headset is made of Bauxite aluminum, but a gamer definitely does because it makes the headset very lightweight. A gamer who is buying this headset for themselves may not care if they receive it by December 24th, but a parent most certainly will. Both parents and gamers will care if this headset is compatible with their kid’s or their own gaming system, however. No one wants to go through the hassle of returns and refunds.

This is the perfect time of the year to personalize content for shoppers to reduce friction and increase conversions. As an example of this, we created a mockup for one potential solution for Razer. In our concept, when a shopper arrives at the Razer Kraken Pro V2’s landing page during November and December they see a question:

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When the shopper makes a selection, they see this next question:

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(Note: for shoppers who answered with “myself” in the first question, they won’t see “I don’t know” in this question)

Here we ask the shopper which device they need this headset for. This will serve two purposes: 1) to let them know if this headset will be compatible with the device they select, and 2) to personalize the copy around their selected device on the product detail page.

After the shopper selects their device, this is what they see:

Activated_Final.png

(Note: for shoppers who said they are shopping for their themselves, this page will begin at the YouTube video)

The gift-buyer’s biggest questions and concerns will be answered. They will see that this headset is compatible with the device they selected and that they will be able to receive a refund if they need to return the headset. For shoppers who are buying for themselves, they will see that the copy on the page has been personalized based on the device they selected. Here is a closer look (the content in square brackets [ ] is dynamic and changes based on the device selected):

Razer LoL.png

Razer PC.png

League of Legends is an extremely popular PC game. We’ve used our Serendipity tactic by predicting something about many shoppers who arrive at this page and play this game. By doing so, we’ve increased the chances that a shopper will convert. Alternatively, a parent may notice this content and remember that their kid plays this game. That may be enough to tip the scale in our favor.

Razer is a company that saw $4 billion in sales last year and they are one of the biggest names in the eSports world, which is growing every year. And yet, even their website has room to improve conversions.

Words Work When They’re Readable

10 years ago the web was slow as a snail so websites were simple: black font with a white background. Today, because CSS is a thing and slow internet isn’t we’ve started designing the crap out of pages.

I can’t tell you how many sites I encounter that use a charcoal gray font color. It looks pretty but causes so much eye strain. And because CCS allows for it we also have pages with fancy shiny buttons, an incredible array of color shades, gradient backgrounds, shadow effects, parallax effect (example: a background image is moved at a different speed than the foreground content while scrolling), etc.

If your objective is to have visitors read your page content (and I hope it is) then just get out of way and follow the universal comfort reading formula: black text, nice big font size, eggshell white background.

Books and newspapers have used this formula for centuries.

This is ESPECIALLY important when talking about mobile pages.

Basecamp.com has some of the best graphic designers on staff. They could easily design the most beautiful pages in the world. But they don’t do it. Here is a snippet of the page they created to promote their latest book “Calm” (https://basecamp.com/books/calm):

Basecamp_Book_Calm.PNG

 

[My screenshot doesn’t do justice. Check https://basecamp.com/books/calm on your phone for full effect.]

We think visitors will not read long text. They will not read long text if your site is over-designed (design can cause distraction fatigue). They will also not read if your text isn’t in the right size proportion. And finally, they will not read if your content is boring. But if you don’t commit those sins your shoppers will read.

And you can take this to the bank: of all the things one could A/B test, words have the biggest influence on converting browsers.

Know Why Your Customers Like You?

My wife surprised me with a trip to a camping site with a Yurt. If, like me, you have no idea what a Yurt is here is a picture:

24-Pacific-Yurt-With-Picnic-Table.jpg

Was a fun experience. But what I liked best wasn’t the Yurt, it was the camp washroom facility. Really appreciated how clean it was. But the camp management will never know this because they didn’t ask. They will just assume that since the most unique aspect of their property are the Yurt that’s what their advertising needs to market.

We make this really bad assumption of thinking people love our products because of the physical attributes of the actual product. What people ACTUALLY love is the experience around using products and services.

We assume people who bought and loved the Travel Pro 3-Wheel mobility scooter must love it because of one of these listed features:

Top Speed: 4.00 mph
Turning Radius: 32.75″
Drive Range: 6.30 miles
Weight Capacity: 275 lbs
Heaviest Piece: 27.5 lbs.
Disassembles: Yes
Seat Width: 17″
Max Seat to Ground Height: 21″
Height Adjustable Seat: Yes
Flip-Back Armrests: Yes
Wheel Type: Three Wheeled
Front Wheel Size: 8″
Rear Wheel Size: 8″
Air-Filled (Pneumatic) Tires: No
Overall Width: 19.5″
Overall Length: 37″
Batteries Included: Yes
Basket Included: Yes
Weight Without Batteries: 73.50 lbs.
Battery Pack Weight: 18.50 lbs.
Charging Port Location: Battery Box

But that’s just one dimension of how shoppers think, and it’s a limiting one. Here are some of the customer comments I picked from their customer reviews. Bolded snippets are sections that stood out:

“Very quiet when you ride it – and I love the cup holder.”

“Strengths: Comes assembled.

“This was the most well packed product I’ve ever received along with clear directions and easy assembly topped off with very fast delivery.”

“Like that it has solid tires so they won’t go flat.”

“Gives me the ability to get around the house, It fits through the doorways, but my wheelchair won’t.”

“As a single woman with arthritis I am able to load and unload this scooter into my vehicle by myself (takes about 5 – 10 min. due to my mobility issues). I was able to take it to a wedding on the grass and it did fairly well. It’s very compact and convenient. This product has enabled me to keep my job and transport to my required locations independently.”

“I have spinal stenosis and cannot stand for any length of time without pain. I went to the mall for the first time in 4 years. Even I can disassemble this machine. So I am not dependent on my husband.”

“I like the swivel seat

“It has nice curb appeal. I use the scooter to travel back and forth to our club house for activities.”

“The price & that it’s Made in USA

Stops immediately when you let off the hand lever. Climbs ramps easily.”

“I was glad I got the 3-wheel model as it is SO maneuverable; not at all tippy.”

“The instructions that came with the product are very easy to understand

“… reassuring year’s worth of in-home support/insurance.”

“Easy to travel with both in the car and other forms of travel (boats & planes).”

“Before I bought it I read reviews that said it tipped easily on uneven surfaces. I went to a convention and had to park in the unpaved area, NO Problem with dirt, grass very uneven surface.”

“It turns on a dime. Even in an elevator you can go in straight and clear the door.”

“Ability to break down into 5 pieces for easy to transport … if need to pick up to fit into small space like on a bus.”

“The best is I can bring the battery’s inside to charge and leave the scooter in the car”

“The ease of transporting this scooter – fits into the trunk of a Nissan Altima!”

“I love the way it CAN fit into a trunk of a small car.”

“The ease of taking it apart and the fact that I can fit it in the trunk of my Toyota Camry is amazing.”

“Light weight easy to load in my explorer.”

“Can fit in the trunk of our little car to take it with us as we travel.”

Note: The 5 reviews listed above all talk about being fit into trunks of different car brands. Buyers seem relieved to know their scooter can fit into their car. The retailer could add a little widget on the product page to ask “What vehicle do you plan to transport this scooter on?” and next to that show a dropdown (or autofill) with most car models (such pre built car model menus can be easily found online. Your developer doesn’t have to manually build one). Once the shopper enters their model they will see a confirmation message. Mockup of our idea:

1: User first enters car make on product page:

Spin life Selection.png

2: They then hit SUBMIT button and see this (notice confirmation text in green):

Spin life Activated.png

If I was the retailer I would use these feedback snippets to rewrite my product description. Additionally, I would make a product video and talk about these features.

But this is the tip of the iceberg because it’s what we picked from the published reviews. As a rule of thumb 1,200 purchases generate one (1) organic product review. This product page has 473 reviews, which means spinlife.com may have sold over 500,000 units of this scooter. So I would literally call the thousands of people who bought the scooter (and didn’t return it) to ask them one simple question, “what feature did you like best about your scooter?” That one question will give us a wealth of knowledge. Knowledge we could use this improve this page conversions rates by over 13%.

Are you looking to unlock a 13% conversion lift on your best selling product page? Good, then apply this approach to your site. Or, better still, set a time to chat with me: meetme.so/RishiRawat

Don’t Stack Vertical, Bro

Companies typically show pricing plans to desktop users as a table. This helps with Cognitive Ease.

Wait, what’s Cognitive Ease? It’s the measure of how easy it is for our brains to process information.

Anyway, back to the post. This is how sites typically show pricing plans to desktop users:

Getresponse.com_Pricing_Plan.png

The challenge is, how do we show that pricing plan on the mobile page? Here is how it looks:

Getresponse.com_Mobile_Pricing_Plan.PNG

On my phone, I can only see the first 2 plans. I need to scroll down to see the 3rd plan, which means it’s impossible to compare the Max plan with the Beginner plan.

Todoist.com seems to have solved this.

This is their desktop pricing plan:

Todoist_Desktop_Plan.png

This is their mobile plan. You will see plans are stacked side by site, thus minimizing cognitive load:

Todoist_Mobile_Plan.PNG

They display plan attributes in rows so it’s easier for the mobile users to compare their 3 plans side by side.

Here is another approach from Amazon’s mobile site:

But Things Have Always Been Done This Way

Coming up with new ideas is hard and the brain is lazy. So when we think of new ideas the brain shouts, “But things have always been done this way”. I’m sure Nikki Sylianteng had those same thoughts when she got thinking about parking signs, which, by the way, are confusing as heck. But Nikki didn’t let the norm hold herself back.

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Learn more @ http://nikkisylianteng.com/project/parking-sign-redesign/