Case Study: Make Them See Your Point of View

As online retailers we want our site visitors to behave a certain way.  Our visitors have their own ideas about what they want to do.  E-tailers who figure out a way to get what they want are the most profitable. Misterart.com sells art supplies.  Most art supply items are fairly inexpensive (averaging $5-$10) so one-time …

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Let Us Call You

Anything you do that reduces friction will improve conversions.  You know this, and williams-sonoma.com knows this.  That is why on product pages they have this prominent call-to-action— How does this make a difference, you ask?  Well, shoppers who have unanswered questions have 0% probability of converting; shoppers who have unanswered questions have 15% interest in …

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Data Breach + Bad Usability = Worst Possible Combo

Target (the retailer) was hacked recently and 110 million customer records were stolen.  Target took swift action and offered customers free credit monitoring for 1 year.  They sent an email asking customers to visit protectmyid.com and enter their activation code. Let’s think about this from the perspective of a Target customer.  They are obviously freaking …

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