Here is a list of the
weaknesses we need to start to overcome once and for all.
- Registration processes implicit
in the Check-out: The
tendency, in the main North American online stores, is to develop a
Check-out process which is implicit in the purchasing process. Most
of the online stores continue to break the linearity of the online
shopping process with a registration process which is incomprehensible to
- Not transmitting an identity of
one?s own or communicating advantages: Thinking
that the brand name of a recognised store will guarantee good positioning
is a mistake. We miss clear messages communicating the
advantages of shopping on the site and work, at graphic and text level to
produce the feeling that memories, feelings and thoughts associated with
the brand identity are all connected.
- Excess of visual noise on the
home page and little personalisation. The tendency is to highlight the most
important items within a context of visual hierarchy, without losing the
centre of the positioning and the intelligent personalisation of the
- Products hidden in level three
browser menus. One
serious error is to assume that the user will easily find a product in
sub-categories without first defining the categories on the basis of the
mental model of the users, to establish an intelligent strategy on the
site with different points of access to the product in accordance with
different requirements and moments.
- Lack of clarity in pricing
find very little clarity when looking for the total amounts, including all
costs, in the checkout process.
- Little sales pressure making the
most of the possibilities of the offers: contextualised, limited over time and
scarce. At the level of sales pressure, with seductive
copy or good calls to action, we find that Spanish stores have made very
little or almost inexistent effort.
- Search engines which,
technologically, have not been worked on. Search engines, if they can?t find a result,
are incapable of suggesting search terms, fail to give alternatives, do
not know how to link related searches…
- Displaying the products solely
from the perspective of the company?s internal organisation and not through configurers which will
allow the user to adapt the search to his/her requirements. Thinking
that all users search in the same way is a serious mistake. Forcing
the user to search from the company?s perspective makes the search for
information and taking the decision much less effective and fluid.
- Product descriptions by feature
instead of explaining their advantages. One of the most common errors is using
product specifications with low emotional appeal and very little
seduction; they are built for rational minds and the user is expected to
co-produce the emotional variable.
- Not taking advantage of linking
and virality tools like
the wish-list and e-mail marketing.
- Lack of interest in attempting
to close the online deal on the site itself with arguments which reinforce the reasons for
doing so. We find the work, at the level of copy which exerts
pressure and argue why one should buy now and from this store to be very
weak. Overstock in the checkout is done by persuading
the user that ?if he/she doesn?t decide now? he/she can lose the
opportunity to buy from a limited stock.
- Not transmitting a memorable
image, coherent with the brand, to make each site different. We
are still waiting to find stores which breathe brand personality. We
miss web experiences which reinforce brand attributes and make us feel
that we are where we expected to be.
- There has been a failure to
develop a multi-channel marketing strategy. Complicity, at multi-channel level, is very low
or almost non-existent.
- Dehumanised customer support.
We can?t see the people behind
- Lack of information about
processes and very little self-sufficiency. If the user makes a mistake in some detail,
the system does not provide information on what is happening or how he/she
can sort it out him/herself.