Author Archive
Noticeable Errors
After my last post, I came across this error message and thought it exemplified all the qualities that a noticeable error message should exhibit.
1. It’s in a contrasting color (I know on our last conversation red was discussed and is used here, but if your site’s overall color-scheme is red it will not be effective at catching your customer’s attention).
2. It’s located in a place that the customer is already looking. By placing the error message where your customers last click was, there is a great chance that it will get noticed if everything else remains the same.
3. It’s outlined. By boxing-in the error message it acts as a magnifying glass, drawing attention further to the message.
4. It calls for an action. Nothing is worse than an error message that says “error” with no instruction on how to remedy the problem. You want the customer to continue on through your site, make this error moment as easy to pass as possible.
Remember: It doesn’t matter how explicit, creative or beautifully written your message is. If no one is reading it, it might as well not exist.
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Written by:Natalie Hart
Preventing the Add-and-Abandon; Making a more user-friendly wish list
Ever wonder what happens when you watch your customers put loads of merchandise in their shopping cart; spend a significant amount of time on your site and then all of a sudden abandon it?
Ever get frustrated that they didn’t utilize the wish list tool? Your online shoppers may be falling into the “add and abandon” method of online shopping.
There are 3 core reasons people don’t utilize your wish list.
1. Sites often require you to fill out loads of personal information prior to even creating the list.
Recently on shopbop.com I found an amazing pair of shoes, and rather than behaving in my traditional add and abandon method, I chose to create a wish list. Upon entering the link, I was overwhelmed by the personal information that I had to fill out. An array of blank fields loomed in front of me, awaiting for me divulge all the information that categorizes me as an individual in the online realm.
Gathering information from your customer is great, but make sure they see the mutual value in entering their personal information. Rather than overwhelming you customer with questions simply allow them to create a list, in the same format as the “add to cart” list.
After they add their items ask them if they’d like to save their wish list by registering to save it for another visit. During this stage it is ok to ask for your customers information or create a login with password, but not before. With a call to action such as “register” or “join” there is an implied sense that personal information will be required. It prepares your customer for what is coming.
The call to action of “create a wish list” does not imply the same expectations and when presented with a page such as this, it can appear that you’ve presented something they didn’t ask for.
2. There’s no add to cart option
Another feature of the wish list that is frustrating is that seldom is there an offer to transfer your wish list directly to your shopping cart. Some sites will offer an link from the item in the wish list that goes back to the product page where the item can then be added to their cart, but a one click process that can transfer either a few or all of the items from the wish list to the cart will help get your customer to the checkout sooner.
In other words, wish lists can act as a dead-end if you don’t create an opportunity for them to purchase. Allowing them to take action from this page is a win-win, they get an easier checkout process and you get them to spend money. Boom!
3. You don’t get a running total
Wish lists often appear as a list of the products. Some offer pictures of the products but seldom do they include all the tax and shipping costs that might be associated with the order. Often people want a running total of their desired purchases, especially if they are operating within a budget.
Wish lists are a great tool for both you and your shoppers; just make sure yours is easy to use and appealing.
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Written by:Natalie Hart
Great (Customer) Expectations
Expectations.
For every site you visit there are certain expectations that you bring with you. Because of these expectations, shopping carts should be as simple and straight forward as possible. You’ve already convinced your customer to buy so don’t deter them at the last moment. Instead, fulfill their expectations.
Recently our Conversion Analyst team came across this shopping cart:
Despite the fact that the error was in bolded lettering, it stumped several people when they came to the point of checking out and forking over their money. Many of us immediately clicked the “Update Total” button only to return back to this screen. Others tried valiantly to find this illusive “Proceed to Checkout” button mentioned at the top of the page, but to no avail. The problem was I had not entered in the minimum number of bottles of wine into my cart, but rather than focusing on the message that was in plain English in front of me, I, and the rest of the team (all smart folks), focused upon the lack of a call of action button.
Bottom line: Visitor expectations were not met. Give your customers what they want, even if it’s “wrong.” If the “Proceed to Checkout” button was made available, perhaps, I would not have spent more time reading the error message rather than searching for something that I was prepared to buy.
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Written by:Natalie Hart
