It had all the makings of powerful viral campaign.
It started as a Tweet:
Who wants a FREE $50 gift code? Here it is: TLTW7897 First come, first serve – and all tees are ON SALE FOR $12!! http://tinyurl.com/yqe9f
Bryan Eisenberg (@TheGrok) caught it among the noise that is twitter traffic, then predictably, he forwarded it to me and the rest of the staff. 50$ bucks off t-shirts at Threadless.com, very cool.
So like any wearer of T-shirts I followed the link and was immediately impressed by the home page. Copy easy to read and clear, check! Design functional and attractive, check! Navigation clear easy to understand, check! Images enticing, check! A cool variety of off-the-wall tees, check! Several ways to start browsing, check!
So I hover over the down arrow to “Browse by Size“. An attractive drop down appears on the hover, and I am presented with the following:
All is beauuutiful, birds are chirping, sun rays are shining. Next, I move my mouse down under Guys, and I click on my size…2XL.
This is where things go wretchedly wrong…
Somebody cue Homer Simpson.
Now please correct me if I am wrong (I’ve been wrong about this once or twice before), but those are human beings of the feminine persuasion right? I’d be willing to bet anyone a FREE $50 Threadless gift code that I am looking at a whole bunch of ladies. Not that I am complaining about that, but I was expecting to see guy t-shirts. Wouldn’t you be?
So, I hover over the nav and click again on the 2XL under Guyyysss. Same thing. The same thing happened after I clicked on all the guys sizes.
I would be interested to see what the bounce/exit rate would be on this page. I would bet a lot more than $50 that Threadless.com is bleeding guys on this listing page. I wonder how many guys are thinking they are in the wrong place.
The reason I like to shop by size is that when I am shopping for T-shirts I hate to fall in love with a T-shirt that is not available in my size, it just grates me. Threadless.com must realize this, because they make it easy for you request notification if your size is not in stock.
The interesting thing is that many of the tees on the site have thumbs of male and female, so male model pics are available. Does Threadless know something I don’t? Do females modeling t-shirts sell more effectively to guys buying t-shirts for themselves? Are us guys that secure in our masculinity that we can buy shirts that ‘girlys’ wear?? Or, are the shirts at Threadless.com that cool that model gender just doesn’t matter?
P.S. I couldn’t even get the coupon to work either.