You might be overwhelmed with data, but that doesn’t mean your customers should be too.
Consider one of the information challenges in e-commerce. Data exists for nearly every site interaction. So much of which, we do nothing with because we lack the time, resources, or technology to analyze and act upon.
So in reality, we have some actionable data and a mountain of useless data. We tell ourselves, “we’re going to get to that data over there.” But we don’t, not in a timeframe that’s impactful.
And yet, the fraction of data we can/do act
We pack our product pages and conversion funnels FULL of product information, discounts, customer reviews, similar product recommendations, related items, and more. Then we use the A/B or multivariate testing to justify layering on more and more and more information.
Is this what ALL your shoppers really want? Give me a break. Give your shoppers a break.
3 reasons why information overload doesn’t help your sales
Overwhelming all your shoppers with information is going to drive them away from completing a transaction.
#1 You’re telling them stuff they already know
All these messages, while informative, are likely details they’re already aware of, and only reaffirm their established expectations. When your shoppers already know the information you are showing them, you’re not pushing them down the funnel. And if they have unanswered questions, you’re definitely not answering them.
At what point is your information friction?
#2 You’re hiding the info they need in the clutter
Take a hard look at your e-commerce site and ask yourself if it’s cluttered. It probably is. Even Amazon is guilty of this. Don’t be ashamed—do something about it.
When your website is cluttered with too many pop-ups and discounts and everything else, the one thing your shopper needs blends right in with all the information they don’t need. Some shoppers will still buy, but how many did you lose?
You’ve got too much competition to afford losing shoppers to a cluttered and difficult buying process. Don’t you want to
Get out of their way.
Shopping should be easy: see it, want it, buy it.
#3 Your shoppers need different information at different times
Think of these two customers:
Customer 1 visits your website to buy a pair of pants, is unsure of what the fit would feel like, but knows she likes another style from the same company. It’s her third time she’s visited this week and she bought a couple shirts two weeks ago. She also buys clothes from a competitor.
Customer 2 visits your website to buy a pair of
How can you legitimately service these two people so they buy today? Do both of these shoppers need to have reviews put front and center? Do they both need details on the shipping policy? Do both need details on how many pairs are left? What about similar items they may like? Now, how do you scale that for all your shoppers?
As an e-commerce or UX leader, placing a bet on what experience satisfies the majority of your shoppers is a tough gig. Particularly when you can’t access and act on all available data points.
Put the right information in front of the right person when it matters
It’s difficult to decide how much is too much info, and how much is not enough. Even more difficult…determining how to alter that experience in real-time to solve the toughest blocker keeping that shopper from buying.
Testing different experiences is the path to success. Problem is, testing takes a lot of time. That testing is incumbent on the inputs being correct as well. Have you correctly identified all the tactics that could push a conversion? If so, how do you know when to serve that detail? How about where to serve that detail? How about whom to serve that detail?
Right now, you can take action to improve your sales funnel conversions and your customer experience.
Start with downloading this
Let us know in the comments how you deal with information overload on your e-commerce store.