The Honey Drop #11: A freezing cold hot mess
How can something so frigid be such a flaming hot mess??
Let's find out. ?
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1/ COPY IN THE WILD - (please don't do this) Cold Stone Creamery
I don't often do this –?rag on a brand. Cuz I want to be positive and uplifting and look for fairies and wonders in every corner of the internet.
But, alas. Sometimes you learn more by looking at what?doesn't?work.
Cold Stone Creamery is a national franchise where they serve you ice cream straight from a frozen granite stone. Why? Because this is America! Why the eff not?
I recently gave blood and scored a $10 gift card for Cold Stone. (My selflessness is aspirational, I know.) And I thought, "I wonder what the Cold Stone website looks like."
And holy chocolate chip catastrophe, Batman. I almost wish I hadn't looked.
So about websites in the 21st century...
They should be easy for people to explore. And learn. And BUY.
Cold Stone's site has a million competing links, buttons and sections. I feel old just looking at it. Like, "Oh my poor tired eyes. I remember when?all?the websites looked like this. When the internet and I were both wee lassies, back in the nineteen nineties."
Nowadays, a good website will nudge you and direct you exactly where to go. Scroll by scroll, click by click.
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2/ QUICK TIPS: streamline your shiz
If you've got a website that resembles Cold Stone, with way too much going on in every module, here are some general guidelines.
It starts with UX/UI, a whole in-depth, very technical field that I really have no business talking about. But the good folks at Chelsea and Rachel Co. – the phenomenal Shopify agency?– have taught me some basics.
#1: Create a user journey for your site
Figure out where you want people to go, module by module. Architect your site accordingly.
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#2: Drive action
Always make that PDP or Collections page just a click away. Because?shopping?is the point of an e-commerce site. Duh.
#3: Copy that werks
This is where my brain operates.
E-commerce sites need to have punchy, tight headlines.
Every section of text should be 1-3 lines, max.
Each block should have a single call to action.
When a brand can distill their messaging and make their web copy super succinct, they make it easy for users to dive in, get hooked, and add to cart!
Aight, Cold Stone. Need my number? I'll pick up the phone for you.
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3/ GIGGLES
“Without ice cream, there would be darkness and chaos.”
— Don Kardong
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The Cold Stone website is awful. But I'm still gonna go redeem that gift card. Because their "Oreo Overload" is calling.
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Chrissy
P.S.?Need more copy tips? Grab my “GOT HEADLINES” quick guide here ?? ?? ??
Leveraging Neuroscience and Design to build thriving social good organizations │ Based in US and EU and working across the globe
2 年Love this "drop", Chrissy! They'd be smart to listen to your tips!
Certified Business and Personal Coach | Serious big-picture moonshot transformation of your work and life | Want proof ? See my recommendations??
2 年Damn this is good. (as a fully objective observer, my opinion matters)
I help companies, organizations, and leaders get the recognition and results they deserve.
2 年Now I want ice cream so thanks for that! ?? ??
On Demand CFO - I help private companies optimize cash flow for sustainable growth and increased profitability.
2 年Love this, Chrissy!