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Wednesday, Jun. 4, 2008 at 9:11 am

This Fits Just Right

By Bryan Eisenberg
June 4th, 2008

cafepress logoThe folks from CafePress.com have always impressed us. Many of our long time readers should remember the case study (we reprinted it in Call to Action) of how we helped CafePress reduce an already incredibly low shopping cart abandonment rate of 35% down to just 15%.

That’s right, 85 of 100 people who added something to their cart completed their purchase. So, yesterday, it didn’t surprise me to find this cool persuasive element on their product page for a t-shirt:

cafepress fabric thickness

A full class of students of our Call to Action seminar got to see why I am a screenshot addict. This is a really nice way to deal with the fit and thickness concerns visitors might have with buying clothes.

Have you seen any great persuasive elements like this around lately? Please help me feed my addiction by telling me about it in the comments below. Thanks!

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Comments (18)

  1. Our mind is going blank and we do feel we’ve seen something of the sort but cannot think about it at the very moment. We love screenshots as well and are certainly impressed with CafePress as well. This is a great article and shows the more uniquely persuasive a company can be, the more success they may have. Kudos.

  2. That’s very impressive. I work on clothing and footwear sites and sizing is a fundamental point of friction when buying items like this on-line (or by phone or mail, come to that). The customer survey comments are full of related issues.

    I remember how, many years ago, Zappos introduced a pioneering ‘how does it fit’ customer review system to deal with the same point. But doing something like this might make all the difference with much less effort for sites without those resources.

  3. I have been running a store on Cafepress for about 6 months now and that feature has been there as long as I can recall. The other thing I like about Cafepress over rival print-deliver stores is that your storefront is highly customizable while keeping the conversion factors.

  4. Though I love reading how elements like these work around the web, 1 paragraph doesn’t quite cut it as an article.

  5. They have something similar on LandsEnd.com that allows you to ‘try it on’ (complete with virtual model) or ‘get a fit recommendation’. It isn’t a pleasing visual like the one you cite, but once you click through the links, the information is very valuable for the shopper.

  6. I would have liked to have had more in this post. As someone who has read the Call To Action book a couple of times, I would like to know how this simple graphic added to the click through rate. Coming from someone who buys t-shirts, how does this even help with the purchase?

  7. I thought this graphic was quite useful. As someone who is ‘right on the cusp” between sizes, subtle changes (that might not be noticeable to someone who is “perfect size”) can mean the difference between sizing up or sizing down. And whether an item tends to run large or run small or be true-to-size is incredibly helpful.

    None of that, of course, is news. And manufacturers usually know such info (who would be more familiar with their product?!). But conveying the info is the tricky part. That CafePress took the time to think about how to convey such information is an indication of how they think about their customers. Great job!

  8. I’ve been hunting around for generic CafePress stats for a while, and now I find this post. I’m wondering, considering the date of this article, if the 15% abandonment rate on CafePress shopping carts still stands? And what’s a fair conversion rate goal when using the CafePress storefront when your products are quite relevant to your audience?

  9. Cafepress.com, we are all familiar with it and it has great collection. But it got reduce the rate from 35 to 15 percent. With that change, will the customers still engaged with it.

  10. well the price rate has been reduce from the 34 to 15 percent.Still people loved the cafepress products and have great collection too.

  11. Well who dont loved the cafepress.com and now it has more collection. Still people loved it.

  12. It is great news that cafepress has reduce the rate from 35 to 1 percent. Ant it got more collection and still the people enjoy shopping.

  13. We we are all familiar with Cafepress.com and it and it has great collection. So it reduce the rate from 35 to 15 percent. Now customers will be more happy.

  14. I like about Cafepress over rival print-deliver stores is that your storefront is highly customizable while keeping the conversion factors.

  15. The conditions of imposing fine on blogger is really fearful. Why they are doing so? Still people are in delimina what was the cause for such conditions.

  16. cafepress people are doing a great job
    fromipad

  17. This is such a great resource that you are providing and you impart it away for the benefit of free. I inclination seeing websites that catch on to the value of providing a trait resource for the sake of free. It is the old what goes approximately comes about routine. Did you acquired lots of links and I view lots of trackbacks??

  18. Most websites, especially ecommerce or finance, require a Clean Fresh layout, most especially utlilising the Top Left area for clear Navigation and products and services you want to push / enhance.

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Bryan Eisenberg, founder of FutureNow, is a professional marketing speaker and the co-author of New York Times and Wall Street Journal bestselling books Call to Action and Waiting For Your Cat to Bark and Always Be Testing. You can friend him on Facebook or Twitter.

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