I’m just having a look, thanks.
Have you ever thought about how you search for things? Maybe you know exactly what you want, or perhaps you prefer to have a browse. What about your customers? How are they looking for the things that you sell?
Many products from coats to cars rely on design and styling to stand out in a crowded market place. When we’ve observed users comparing products by design and style they’re not able to describe what they want, but they can tell you when they’ve found it. We call this passive seeking.
I’d never buy one of those
When you watch people engaged in passive seeking their behaviour illustrates their naturally contradictory nature. During one ethnographic study a participant told us that she’d ‘never buy a pair of trousers from the Internet’, she wouldn’t trust them to fit.
Just a couple of minutes later she showed us the pair of trousers she’d bought online. The trousers were the right brand, colour and style and she’d bought them spontaneously.
How we support passive seeking
Principally, customers want to see great images when they’re shopping online. To support passive seeking you should provide plenty of large photographs.
For example, illustrate details that define product authenticity, help customers to imagine themselves using the product or show details that alleviate doubt. Photographs provide persuasive support to buy spontaneously.
The next time you find that perfect product think about what persuaded you to buy it. Then think about what your customers are looking for.
Find out more:
How we work with persuasive design
Our thoughts on E-Commerce usability
About the author
Walt has spent the last 11 years working with the web. He has a background in design and production and enjoys ethnographic research. He’s renovating his house at the moment, so he’s doing a lot of D.I.Y at the weekends! Email Walt, or call +44 (0)117 946 3930
Subscribe to the RSS feed