If we imagine the shopping experience as a maze, this is what it should look like:
It should have very few twists and turns, be quick, easy, and enjoyable. Shopping from you should be FUN. This means any unnecessary hassles need to be eliminated.
This is NOT what the maze should look if I want to buy from you:
So let’s stop frightening the small children, shall we?
I’ll tell you right now, as soon as my buying experience becomes a hassle, I ditch what I have in my cart and LEAVE. If I have to wait for someone to open that glass case with the watch inside for too long, or have trouble even finding someone to ask to do it, NO THANKS. I didn’t need a new watch that badly. If the line to use the fitting room is too long, or the line at checkout stretches out for a mile, there is a good chance I’m going to change my mind about the evening dress I’ve picked out. I could get one just as good somewhere else, thankyouverymuch.
If I’m buying online and you won’t let me see your prices without signing up for every e-mail spam service imaginable, nah… I’m good. Changed my mind.
Likewise, if I have to contact you for your shipping rates and wait for your response, I will not bother. I will move on because I prefer the instant gratification of buying RIGHT NOW. I have my credit card out and everything, you’re seriously going to make me WAIT?
Other online hassles that will lose you my sale:
It’s unclear what you are actually selling.
Don’t show a picture of a necklace, bracelet, and earrings, if only the earrings are for sale. That’s misleading and uncool unless you make it VERY, VERY CLEAR that only the earrings are for sale, in your title and the first sentence of your product description, not buried way at the bottom.
Likewise, clear photographs help a bunches.
Fuzzy photos, or a thousand “props” will make it harder for me to see what I am actually shopping for. Remember, it’s your job to make this easy for ME, not the other way around.
Your asking me to do other stuff besides buy.
Your one and only goal with your images and product descriptions should be to MAKE SALES. By putting things like “Like my Facebook Page for discounts!” in your product descriptions, you are post-poning that goal. I see things like this and think, Oh. So I should go check out her Page for some coupon codes first… After doing that you’ve lead me to Facebook, one of the world’s biggest distractions. I may or may not come back to your shop, after all, my friend Debbie just sent me a message asking for some much-needed boy-toy advice, STAT.
Easy-breezy, hassle-free shopping is fun. Having to jump through hoops and solve advanced calculus problems in order to make a purchase is not.
What other ways can you make the buying experience easier for your customers? Please share in the comments below!