Saturday, November 05, 2011

Lessons from the Checkout Line

Why do we have two different experiences for the same thing?

While trolling around this morning I found this Google Analytics video on the ecommerce check out process on nick burcher's site.  It makes a beautiful point.

While focused on the purchase step of the process, I think it relates to all stages of search, discovery, and consideration.   Unfortunately we often act like moths to light bulbs and add new shiny objects, just because we can.  Or worse because we don't know what consumers want so we put it out there and hope something sticks.

We should resist.

Cool stuff is not a strategy.

"Perfection is achieved, not when there is nothing more to add, but when there is nothing left to take away."   Antoine de Saint-Exupery.

1 comment:

LJ Jones said...

Now that was a great video. The problem is that some committee somewhere usually thinks they have a good reason for each of those things on the site. They are thinking about themselves and not the user.