Online shopping is a favorite hobby of mine, mainly due to the convenience factor.
Recently, I was shopping online for a new coffee table and found myself with a dilemma. I found a website that had a great assortment of coffee tables: different sizes, shapes and every color you could think of. They had it all. After navigating through the website for a few minutes, I realized finding the right one was going to be difficult. I was having trouble sorting through the different styles and began to feel overwhelmed and frustrated.
I had great tables laid out on the page in front of me with no way to organize them how I wanted. Not only was I having trouble with the layout of the page, but there was also a pop-up continuously asking me to sign up for the newsletter and for my personal information.
I quickly became annoyed and overwhelmed, and I left the page.
This made me think of a concept that we teach at MarketingExperiments’ parent company MECLABS: the inverted funnel.