Consumers love simplicity. We don’t want to be confused with multiple messages and options. We just want to buy the product or service that we need at that time and have it work, or improve our lives. Make our lives simpler.
Simple works. Simple means we can concentrate on other things. So when I’m shopping with you, why not make my experience the same whether I’m buying from you online or offline?
Direct the Traffic
I’ve been on some fantastic e-commerce websites that make shopping a cinch. Clean, well laid out and simple breadcrumb directions to the deals I’m interested in. I’ve then gone to other retailers that would make excellent poster boys for double servings of spaghetti – they’re just all over the place and falling out the bowl.
Do customers really like this scattergun approach?
I’m not a huge fan of IKEA – I think a lot of their stuff is chintzy, and just wouldn’t look right in my home.
BUT… I am a huge fan of the layouts in their retail stores. You go in the front entrance, and you simply follow a path until you reach the checkouts. You never feel lost, or cluttered – everything is relaxing.
It’s not surprising – IKEA have mastered the psychology of shopping. They theme areas and direct you to where you’re most likely to purchase at a given time, all by simple layout structure. Their websites follow this simplicity, with each country following the same design, and this has turned the Swedish furniture giant into one of the most successful retailers around. You have to respect that whether you like them or not.
It’s not just retail where IKEA’s mindset can be used. Think about everywhere you offer something to your visitors; customers; potential clients; new and existing employees; media enquiries; blog readers. Think about how you’re guiding them to where you both want to be, and how you can help them return.
You don’t need the psychology of shopping to help make you memorable; but you do want to be remembered, especially for the right reason.
Right?
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Twitter: mikeashworth
I think the problem is (and im generalising here) is that many a website gets designed and built before any analysis has been done into business needs. often business owners (mainly in the SMB sector) get suckered in by tales of fantastic design despite fact site becomes less usable.
@mikeashworth
I think you make a valid point there, Mike. It’s like a lot of things – we’re suckered in by the technology before we have the story to go with it. Something I’ll be talking about further at TEDx Ottawa this Sunday (sorry, shameful pimp!).
Simplicity is hard.
Also, I think (at least in the company I work for) there is not enough cross-departmental collaboration. I’m a web guy and we get the word a new site is coming and we think they are going to sell stuff on. So we say – no problem. We can use PayPal or some other little cart. But fail to get details.
Meanwhile, the department who requested the work is speaking with the Marketing/Creative department and telling them all the stuff they want to do with the site so the design can be just right. But web is not involved, but they just need to get the pretty pictures to build the site.
Now creative is done and they ship it all over to web who starts to work – but they don’t really know the vision but dive in the way they want it. And here starts the cycle of spinning out of control – over budget for time and resources.
But now I’m rambling. Great article and super thought provoker for me. Thanks.
Tom Altman´s most recent blog post …Learning from IKEA
Ha, did you choose that avatar just for your comment, Tom? It’s perfect!
I feel your pain on this; so often it’s this kind of mindset that cripples agencies and leaves clients getting second-best (not suggesting you offer anything but your best every time, mind you!).
This is where I feel companies need to stop thinking like companies and think like boutiques – you don’t have any choice but to work in sync with each other, since even the slightest hiccup hits heavily into your budget.
Let the teams handling their parts be the advisory board, if you like, and go with their advice – heck, it’s what the department is employed for, no?
PS – thanks for the shout on your own blog, mate, much appreciated!
Simplicity really is key. But, Tom is right. It can be extremely difficult to achieve. Clearly, Ikea has had an incredible amount of success due to the simplistic nature of their stores and website. They’ve also had quite a few years to perfect that simplicity. So really, doesn’t the key then become twofold? Simplicity AND patience?
Tessa Carroll
http://www.blogs.vbpoutsourcing.com
Most definitely patience. I guess you could add stamina to that too, Tessa – knowing that it’s a long-term plan to get to the “just so” area of letting your brand or business auto-design itself, if you like.
Sadly too many companies don’t go for this, fire a creative or similar, start again with a new team then wonder why they’re back to square one failings…
Thanks for stopping by, always a pleasure!