MULTICHANNEL WEB VERSION: Click Here
to helping those who had fallen into Amazon’s trap.
By considering layouts and colour schemes, designers can avoid misdirecting customers or coercing them into more expensive options. Add-ons should be made less intrusive than the product the customer intended to buy and the option to opt-out should be equally as clear as the option to opt-in.
Limited time and limited stock Limited time and stock are what makes Black Friday such an explosive shopping event. Although some of the time pressure has been taken off of Black Friday as it has extended over a whole weekend, websites will often put a countdown clock on their page to create an impression of time pressure and induce panic buying.
This can then be accentuated by advertising how many of the item are left in stock, although this may be an
EXPERT ROSTER
Providing cost-effective PR & marketing support. Flexible, practical and innovative.
A friendly professional helping you to stand out from the crowd.
Call me, Claire Hart, on 01460 259776 or 07825 077792
claire@grassrootspr.co.uk www.grassrootspr.co.uk
30
The official publication for the DCA
homeofdirectcommerce.com 5000 print copies are mailed to readers with thousands more accessing our digital
edition, checking our daily news updates and getting the insight they need at
illusion as retailers have been accused of using algorithms to manipulate customers into buying items that are less in demand by making them look popular.
If designers want to add stock levels onto their site, they should not be discouraged from doing so, as it can help customers in their decisions to buy, but it should always be an authentic ref lection of stock levels.
Double negatives (and other deceptive checkboxes) “Do not check this box if you wish to receive email updates about products, special offers and upgrades” could easily trick someone into agreeing to receive thousands of promotional emails everyday if they were in a rush, or simply could not work out the contorted sentence.
GDPR, which requires users to be given opt-out of having their details stored, provides
some legal protection over this trick, but designers should always ensure that their checkboxes are clear in their meaning. Make sure there are no hidden meanings to the box and that people who have signed up for promotional emails do genuinely want them.
Deliberately deceptive small print Over Black Friday, retailers may introduce free delivery or other incentives to attract customers to the flash sales, but this may come with hidden small print. Returns policies containing traps, such as customers paying returns postage, can be buried in lengthy terms and conditions that users are unlikely to read, or on another page.
Designers should ensure their company returns policies are clearly presented to customers during the checkout process, so they do not fall into a pricey returns postage charge later down the line.
FOR INCLUSION CALL THE CLASSIFIEDS TEAM ON 0208 092 5227 ISSUE NUMBER 256 | WINTER 2020 | ISSN 2049-8993
Want the next issue?
It is on us.
Claim yours now!
info@directcommerce.biz
homeofdirectcommerce.com
Direct Commerce |
homeofdirectcommerce.com
EXPERTS ON CALL
Page 1 |
Page 2 |
Page 3 |
Page 4 |
Page 5 |
Page 6 |
Page 7 |
Page 8 |
Page 9 |
Page 10 |
Page 11 |
Page 12 |
Page 13 |
Page 14 |
Page 15 |
Page 16 |
Page 17 |
Page 18 |
Page 19 |
Page 20 |
Page 21 |
Page 22 |
Page 23 |
Page 24 |
Page 25 |
Page 26 |
Page 27 |
Page 28 |
Page 29 |
Page 30 |
Page 31 |
Page 32 |
Page 33 |
Page 34 |
Page 35 |
Page 36 |
Page 37 |
Page 38 |
Page 39 |
Page 40 |
Page 41 |
Page 42 |
Page 43 |
Page 44 |
Page 45 |
Page 46 |
Page 47 |
Page 48 |
Page 49 |
Page 50 |
Page 51 |
Page 52 |
Page 53 |
Page 54 |
Page 55 |
Page 56 |
Page 57 |
Page 58 |
Page 59 |
Page 60 |
Page 61 |
Page 62 |
Page 63 |
Page 64 |
Page 65 |
Page 66 |
Page 67 |
Page 68 |
Page 69 |
Page 70
