Bad Usability Vs. Good Usability
While there is much discussion on this topic identifying one from the other is not so hard: Good Usability Bad Usability
What Is The Next Channel Opportunity?
There has been a lively discussion on the true identity of the online shopper. One of the most prevalent beliefs is that if all the potential shoppers were grouped they could be neatly divided into two groups, one that shopped online and one that didn’t (with little or no overlap). I have a problem with this theory for two reasons: …
What Heinz Discovered
Marketers who understand buyer psychology can dramatically improve conversion rates. This is possibly my favorite buyer psychology story and it comes from Heinz, the ketchup brand.
The Cardinal Rule
Compelling online experiences (not traffic) drive sales. Consider a company like BlueNile.com which is able to generate annualized web revenues of $169 Million through just 739,000 online monthly visitors. Translation: every customer that walks into bluenile.com (with or without an intention to buy) ends up spending $19 dollars (and change) at the store. That’s a really big deal and I …
The Feel Of Fabric
Traditional retailers (across every single product category) have done so poorly compared to their younger online cousins that it’s not even worth discussing. The domination is so complete many seem to have stopped trying altogether. But in the retail world ‘real experiences’ still matter and retailers own the ‘real’ part of the equation. Multichannel retailers with online stores need to …