Convenience = Conversion?

13th April 2018

Like many, convenience is a major reason why I purchase online. Facets and filters allow me to narrow my selection choice quickly and efficiently. Image zoom provides a powerful tool for checking the detail of the item. An efficient checkout process with easy delivery options allows me to control when and where the item is delivered to. And easy returns for when the item doesn't fit me.

Little wonder so many of us buy online.

So when I went to buy a couple of shirts this morning (from a leading high street retailer) I was shocked by how many barriers to purchase they chose to place in front of me. Immediately on entry to the site, I was presented with a large box requesting me to undertake a survey on a brand and site that I hadn't yet had any experience of. On dismissing this request, I quickly managed to find shirts on the site at which point another pop-up appeared asking me if I wanted live chat. I'm not sure how a live chat was going to help me in the selection of a shirt to quickly dismissed this option.

Maybe I've become to accustomed to the clinical nature of the amazon shopping experience but they understand the importance of not placing barriers between the shopper and their order.

So some key lessons learnt:

1. Allow users to interact with your brand before asking them to undertake a survey. And be selective in the number of users you ask to do a survey.

2. Always consider what affect your actions are having on the customer journey

Isn’t it about time you thought about how many barriers do you place between your customer and their order?