In this post I’m going to be talking about something that is really at the core of everything we do at Frictionless Commerce and that is a process we call ‘Deconstruction’.
For those of you that prefer video, I recorded a video walkthrough (note: the video is 18 minutes long, but it’s worth your time if you want to know how we come up with our conversion ideas):
Deconstruction is essentially when we look at every single pixel, word, and emotion that is expressed on a page. When we deconstruct a page, we’re doing so from the perspective of a first-time shopper. We step into their shoes and navigate through the site as if we shared the same intentions, FUDs (fears, uncertainties, and doubts), and so on. Our goal is to identify points of friction and come up with ideas to fix them. This is how we come up with all of our insights to help increase conversions.
In this post, we’ll deconstruct a product detail page on Bogsfootwear.com and show you a concept that we’ve created to address some possible customer FUDs.
Bogs sells and manufactures winter boots and outdoor boots; I think most of them are waterproof. The product we’ll be looking at is the Bozeman Tall Men’s Insulated Waterproof Boot, which is $150. This is, I believe, one of their highest selling boots; there’s a lot of emphasis on this product on the site. It’s also the number one rated winter boot by Outside Magazine.
While going through this page, one of the things we first noticed is that if you go to the boot selection or the size selection, you’ll see that there are many different sizes:
This section doesn’t address a possible customer FUD— is the boot size is going to be the same exact size as my shoe size? If you’re like me, you’ve probably experienced some sizing discrepancy when it comes to shoes. My dress shoes always run one size larger than my tennis shoes.
It never fails.
Since I’m not the only person in the world who has experienced this problem, we wanted to add some messaging here that would remove any confusion. Take a look:
In our concept we added “(SAME AS SHOE SIZE)” after “PLEASE SELECT” in the size options dropdown menu. This lets shoppers know that the boot size they select will be the same as their normal shoe size. They don’t have to worry about accidentally buying a boot that is smaller or larger than expected.
The next thing that we noticed is that this page is linking shoppers to a blog post by Outside Magazine. This post claims that the Bozeman Tall is the #1 winter boot:
This is typically a great way to build credibility.
So what’s the problem?
The problem is that when the shopper clicks on “View The List”, they are taken to a blog post that shows a different price for the boots:
When the shopper arrives at the blog post, they’ll see a more expensive price of $160. This can cause two things to happen: 1) the shopper will think they’re getting a better deal since the new cost of the boot is $150, or 2) the shopper will become confused and not know which price is correct. Is there something wrong with the Bogs site?
This isn’t even the biggest issue, though.
In the blog post, the writer links the shopper to two different pages to purchase the boots: 1) the Canadian version of Bogsfootwear.com, and 2) their Amazon store. Both locations show very different prices. Here is the Canadian site:
The Canadian site shows a price of $175. The majority of shoppers will not notice that they are not on a U.S. site. Additionally, the product name doesn’t include “Men’s Insulated Waterproof Boots” like it does on the U.S. site and there’s no longer a camo color option. Is this boot waterproof still? What happened to the other color option? Shoppers will undoubtedly become confused, and many may leave the site altogether.
This is what the Amazon page shows:
Instead of $150, the price is no between $127.99 and $159.95. So what is the real price that a shopper will pay?
In our concept, we wanted to eliminate all of this confusion. The most important detail here is that this is the #1 rated boot by Outside Magazine (which is a pretty popular outdoor magazine). Just by showing this as a heading will be enough to establish credibility.
Additionally, we added copy that was more personable to connect with the shopper on a personal level. The copy is personalized, as it changes based on the type of person they are. See below:
When the shopper clicks on the dropdown menu, they’ll see this:
(Note: Ideally there would be a few more options here to address all possible use cases and personalities)
After selecting the type of person they are, the shopper will see copy that is personalized for them:
This copy adds personality and likability while creating a story. Currently, Bogs doesn’t have much copy on their page, which contributes to a bland experience. Remember, people buy from people they like, so establish a genuine connection with your shoppers.
With that being said, I want to remind you that we don’t use templates for our projects at Frictionless Commerce. Each concept we come up with is custom-tailored for each site’s needs. Conversion optimization works best when we realize that each business has its own unique conversion challenges.
Just like your business isn’t a cookie cutter business, we’re not a cookie cutter agency.
Many people think if something worked well on one page or site, it’ll definitely work just as well on another. But that’s not always true. And that’s why Deconstruction is at the core of what we do. Every time we deconstruct a page, we come up with new ideas that target the points of friction that exist on that page.