April 18, 2015
There is such a thing as overdoing your video content. When there’s a message I could just as easily (or more easily) scan via text- just give me the text. I can’t even count how many times I’ve clicked on an interesting link from Facebook, Linkedin or news media sites only to find that it’s a video link, and I can’t get to the content of the message unless I’m willing to wait through the ad, then sit through the video.
Video has it’s place- for entertainment, or education. But for news or content, give me text. I don’t want to have to go through it at a video’s pace- I want to see what it’s about and quickly move on.
What’s the best practice?
First, your link or image should clearly show that it’s a video- or you’re misleading me.
Second- provide the text transcript as an option.
Let the user have control over the experience.
April 18, 2015
Starting April 21, retailers are going to see a major change in their Google rankings. Some are calling it “Mobilegeddon”. A bit dramatic, but the drama isn’t entirely unfounded. If your site is not mobile friendly, you’ll get punished in the rankings. And it’s not just about having a mobile site anymore- it’s about having truly mobile friendly pages, where you can read the text and navigate & transact without zooming in. This has been a long time coming.
Mobile has been heading towards this tipping point for years. Google says they’re just responding to the data: more people are shopping with mobile devices than ever before. Over half of the shoppers interacting with retailers are now doing it on their tablets or phones- for research, browsing and transacting. Google says they want to be able to deliver results that will be more relevant.
What this means for sites that aren’t yet responsive or mobile friendly is that organic traffic could take a significant dive- as Google sinks them in the rankings.
Is this going to make it better for shoppers? Or just harder for shoppers to find the sites they want? Time will tell. Larry Dignan, Editor In Chief of Zdnet, says that this move could have major blowback for Google, in his post:
Dignan makes the case that if businesses are not mobile ready, Google’s results may not be as relevant to the shopper, and could backfire on Google as the search results become less compelling, or simply- not what the customer wants.
Time will tell. “Mobilegeddon” or not, you’ll want to take a look at how Google sees your site. Take the Mobile Friendly test on Google to see how your site shapes up.
Whether Google sticks with the new algorithm or not, you’ll want to get working on a responsive site. It’s how your customers are shopping now, and ultimately it will serve them- and you, much better.
March 11, 2015
Interesting to see Amazon getting in on the Etsy/Quirky/kickstarter creative, individualist, inventor scene. It’s good to see the increased opportunity for entrepreneurs to get the exposure.
March 8, 2015
Googling. How great it is that we can find a recipe, resolve a difference of opinion, or learn the meaning of a word- in two seconds online. It’s immediate gratification. Love it.
But of course, just because it’s out there doesn’t mean it’s true. I recently tried to find the source for a Wordsworth quote I liked on Pinterest: “To Begin, begin”. It was all over Pinterest, all over Google and Yahoo answers- in chat rooms, images, and inspirational quote sites.
I thought it was a wonderfully simple philosophy to get past the blocked feeling we sometimes get when embarking on a difficult or challenging project. I was going to start a post with it, but first- I looked for the source. No google reference I found could identify one. I found a poetry site with all of his works, and got a ‘not found’ result when I searched the text. So I asked a professor- a Wordsworth expert, who said not only does it not sound like him- there’s no reference she knew of that he ever said it.
So could he have said it? Who knows. I’m not going to quote if I can’t verify it. Maybe someone distilled something he said down to that- and it became attributed to him over time. It was a small thing, but surprising. A good reminder that in all things, we should know our sources before we take action on information. Trust- but verify.
February 25, 2015
If it’s chaotic and messy- no one will focus on the product. They’ll focus on the messy.
Recently I had some work done in my home, and every day, I knew the contractor was finishing up when I heard the vacuum cleaner running. Every day, I’d go inspect the progress, and the area would be spotless. The result was that the focus was always on the work that had been done- the progress made.
It was remarkable.
Partly because it exceeded my expectations, but mostly because the daily clean-up meant I could see and get excited about the product, instead of focusing on the mess of a work in progress. When the opposite holds true- a mess left behind, dust all over everything, debris scattered about- we can’t help but focus on the debris, and that shapes our opinion about the quality of the work.
This is a good way to think about our work- any work, whether it’s customer facing or internal business. If it’s chaotic and messy- no one will focus on the product. They’ll focus on the messy. If there’s too much information or it’s not clearly organized, it won’t be abundantly clear what your message is, or what you want people to DO with it.
This holds true whether you’re planning a website page, a presentation, or a company communication. Edit vigorously. Keep it clean.
If you want to be heard, do the hard work to make it simple.
October 23, 2013
Free Shipping is still one of the top reasons customers decide to shop on one site vs. another. Yet most sites mention it in a minimal way, if all all. Why? It’s not a new message. It’s not sexy. Those who offer it know it’s a customer expectation. Many seem to think offering it is enough, but don’t see it as an important message at the start of the shopping process. That would be wrong.
The latest report from Forrester research shows that low prices and delivery costs are still the top 2 reasons consumers will revisit a site. As it turns out, fast shipping is much less important (#14 on the list of consumer priorities). While many retailers have downplayed free shipping to explore how to compete with Amazon’s popular Prime service, it has not taken taken the place of simple, free shipping in the consumer’s mind.
While over 92% of retailers online offer free shipping, only 78% actually say so on the homepage, and 22% don’t talk about shipping at all. Those that do promote it, for the most part, are not showing it prominently on the homepage. For more details on the data, see the free summary of Forrester’s report on Internet Retailer: Free Shipping Trumps Fast Shipping For Web Shoppers.
The do-now: Offer Free Shipping. Devote space to it. Make it prominent, persistent and legible on your homepage.
Some good examples:
These are just a few of the best I’ve seen lately. There are a surprising number of major retail brands who don’t show a free shipping offer at all.
The do-now is to make shipping FREE- if it’s not already. Make it prominent. Make it global. It’s an easy “to-do” that will make a difference. With a minimum purchase, you can ensure it’s paying for itself with the volume it drives. And you can test to see where the sweet spot is, for both volume and AOV. Forrester also recommends that retailers promote it throughout the shopping path- not just on the homepage itself. Doing this gives customers reassurance as they browse thumbnail pages, product pages- and most importantly, the shopping cart. The important thing now is to start with the main message.
Do it now, before the holiday races begin.
October 6, 2013
If you’re a man that hates to shop, struggles with fashion sense, or is extremely limited on time-Trunk Club may be the best thing that ever happened to your wardrobe.
Trunk Club is a personalized service that handpicks clothing for you- everything from shirts and jeans, to shoes and belts. The best thing is how the service is designed: It’s fast, it’s easy, and it’s tailored to your preferences. Each client is assigned a personal shopper, who will communicate with you as little or as much as you like. You can call, email, text- or even skype. You can specify what you do or don’t want (more black shoes! Only pants…need everything…and so on).
The free service starts with a quick style survey, in which you select your style type (clueless, confident or aficionado), choose from a range of looks and brands that reflect your style, add your measurements- and you’ll be matched with a personal shopper that puts together your first ‘trunk’. The survey takes less than a few minutes.
When you get your trunk, you have 10 days to decide what you want to keep. You can keep it all, or just a portion, and send the rest back.
There are no automatic shipments. You simply call, email or text, when you’re ready for the next shipment.
CEO Brian Spaly started the service because he felt the experience of shopping for most men was too frustrating, overwhelming and time consuming. Before founding Trunk Club, he also founded a company named Bonobos, to create stylish clothing with a superior fit. In solving the problems of fit and shopping, he’s made it easy for men everywhere to avoid the dreaded trip to the mall.
Guys- if you like the idea of never having to shop again, give Trunk Club a try.