Archive for November 2011
In case you hadn’t noticed, Christmas is looming large and many retailers are hoping that they will see a massive boost in sales in this make-or break season. Never before however, has the world of e-commerce been so important for retailers.
Guy Redwood, our MD shared with The Drum his top tips on the simple things every online retailer needs to have on its Christmas list. All retailers worth their salt know that their online presence must be every bit as fulfilling and satisfying an experience as a visit to a bricks and mortar store. At no time is this more important than Christmas when customers are scrambling to search out bargains online and worrying about getting them delivered in time to tuck under the tree.
At SimpleUsability we have spent ten years using specialist, cutting-edge technologies such as eye tracking, to capture conscious and unconscious behaviours of people, watching how and why they buy what they do – whether browsing online or walking around live retail environments. We found that there are many simple things that every retail website can do to ensure the best consumer experience possible. Here are my top ten dos and don’ts that every multichannel retailer can put in place and that won’t require extensive redevelopment:
- Don’t cover your tracks A clear strategy for handling post-purchase worry about delivery is paramount. Users want websites that allow them to check the status of their order. If you are using a third party, make it clear who the third party is so that the shopper can chase the delivery agency directly. This also means any problems are more likely to be blamed on the delivery company than the retailer.
- Inspire confidence in delivery On the ordering or checkout screens, make clear reference to your success in handling high demand over previous Christmas periods to establish a reputation as a company that works hard to get orders delivered on time. Support this with positive customer comments.
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The article covers the less conventional forms of market research and Jet2’s Commercial Director, Steve Lee states that EEG and eyetracking technology are a useful complement to other research sources as they pick up information that might otherwise be missed.
They can address flaws in traditional surveys, where people are often unwilling to admit to being influenced by marketing messages and are unable to recollect their choices and actions accurately. Lee says these are not necessary less reliable, and that behavioural monitoring techniques are used alongside, not instead of, surveys to build a fuller picture.
“The majority of it is challenging your own ideas of how you should market online. You do not see the wood for the trees all the time. You can have an overall conversion strategy that is successful, but you can always tweak it further and that is where website usability testing comes into play.”