Why A Confused Shopper Leads To No Conversion - Our Experience Shopping For DTC Products
Cart Overflow: Where eCommerce Marketing Playbooks Are Written & Shared - A podcast by Jeremy Biron, Gen Furukawa - Wednesdays
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Jeremy wants to buy a mattress. He knows the brand (Purple), he’s comfortable with the prices, and he even tried the products in person (during the pandemic!). But he didn’t end up purchasing a mattress. Why? He was confused by the information overload—too many options, the features and pricing was not clear, and the differences between the different products (even within the same brand) were not clear. This week, we examine ecommerce marketing through the lease of a consumer. We discuss topics of pricing (and anchoring), product merchandising, comparison pages to competitors, and how quizzes can help improve clarity. This was a fun discussion that sheds a light on the consumer mindset in as we go through the customer journey.
