Product exploration is an emotional journey
Are your users hooked at this stage? Well, they’re still exploring. But we need to make them feel good so they don't drop the purchase. We’ve mentioned the importance of showing users what they need, even if they do not need it. Let’s talk about that for a bit.
When the users are already exploring the website, they are curious and looking for a shot of dopamine. Let’s make sure we give them one. And let’s be quick about it.
Remember the woman that enters the shop? When she entered the shop, she saw the cozy sweater and an umbrella next to it. Suddenly her personal barometer dropped, the sky got dark and rain started to fall, with the temperature dropping to 10 degrees. Of course, she bought it all. Barely an hour later, the temperature goes back to its normal 30 degrees and she doesn’t need a sweater anymore. It was all a cozy mind trick.
In the case of online shopping, the reaction should be the same; we need to ensure our webshops are always designed for our user’s needs. We have to predict what will be needed at any particular moment.
You need to think well in advance. At least a month is needed to prepare the site for, let’s say, Christmas. Think about how many items the customer will buy at that moment... something for the party, for cold winter days, gifts for family and friends.
So it’s dresses in the first block, coats and warm down jackets in the second, a few scarves, hats and gloves, maybe boots...oops, oops...let's not forget the gift cards. You are welcome!
You need to go under their skin and cover all the scenarios they may feel. Even the one where they broke up with their partners and are feeling depressed. I am not kidding; that one is quite important, especially around Christmas.