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.
As we ease out of election season and into the holidays, an e-commerce marketer’s fancy turns to thoughts of customers filling their virtual shopping carts with all sorts of goodies and then, most importantly, completing the purchase.
The marketing research and methodologies in this video are achieved from research partnerships with MECLABS where companies work alongside analysts and data scientists to discover how to better serve their customers. Each research partnership is customized to meet the unique opportunities and challenges faced by the partner.
If you are interested in participating our research calendar, just visit MECLABS.com/ResearchPartners and tell us a little more about your current challenges in the areas of subscription, lead generation and ecommerce.