Learning saga: CXL course review(3/12) - applied at Nike

Today's article is part of the twelve that I will write about what I am learning in the CXL conversion course. I want to make everything as educational as possible for the few people who will read this article. Also, to make the experience more real, I have taken cases from my daily life to analyze, according to what I have learned, what is being done well, or badly.

In fact, I haven't had much of a choice. After spending hours learning about conversion, whenever I enter a web page, I start analyzing it.

Honestly, the CXL course I have been taking is making me feel angrier. Wait,what?

With each module, I understand more about good practices and what can be done for a customer who came to your page and who is motivated to buy with you, give up on the product due to various frictions created for the visitor.

In today's content, I write about what I learned from CXL applied to my (bad) shopping experience with Nike.

How was my buying process with them, and what can be improved.

The spoiler: I can't finish the purchase!

How it all Began

I imagine that most humans when buying from a famous brand or website, expect the shopping experience to be good and easy.

Today I’m going to share my buying process at Nike.

I already knew very well what I wanted: casual white shoes, size 39.

Simple right? I entered the filter and put these specifications.

As simple as that is, this is already a positive point for Nike. Many e-commerces forget to give filter options to the visitor. What are the criteria used by the consumer to find the product? Ok, after this answer you will now know what filters to create on your site.

Another positive aspect of Nike's e-commerce was product categorization. A lot of options! Each consumer has a different purchasing logic, so make it clear which logic can be used to view products. Bestsellers? Biggest discount?

So far I was happy and satisfied with the experience.

I found what I wanted, put it in the cart. Now is to buy!

The cart part is something sensitive, the nightmare of many e-commerces: you managed to attract the visitor to the site, make them like something to add to buy, and poof! He's gone. It happens often.

Well, that wouldn't be my case. I was sure I liked one tennis and that the price was good. They were still giving 15% OFF! Uhu!

Nike, according to the Fogg Behavior Model, was in the best of worlds for my behavior (B). I'll show you a formula for you to understand better:

B = mat

The possibility of acting and buying the product is linked to three factors, as shown above.

1. M: motivation> ideally, when you go to e-commerce you are already motivated. You just need to find the CTA and you will complete the action.
2. A: ability> how easy/difficult it is to do a task. It is more important than motivation. An example: I can be 100% focused and motivated to eat a healthy diet. But if there is only fast food in my house, that's what I'm going to eat. And so I give up on the diet.
3. T: trigger> without a well-done trigger, people will not act. If you trigger people at the right time, they will thank you.

In my case with Nike: I had a high motivation (I already know the brand, I know it is good, and I really need a new shoe). They had a great trigger: a 15% product discount. Besides, the ability to complete the purchase was quite easy.

The time has come to place the discount! And then the problems started

It is not a good practice to force the login for the visitor. If he wants to become a client of yours and have a great login, but what if he doesn't? This can cause people to leave your e-commerce.

A good practice is at the end of the purchase, after everything is completed, to put the person's option to sign up. It is even easier to ask for registration after the purchase is made. You already have all the information, you just need to create the password.

If possible, make a social login with Facebook or Google, for example. Everything would happen so much faster! (And it's better to target the audience after the purchase!)

But Ok, let's log in to get the discount.

Where?

They state that I need to login, but do not specify where! I will click on the only available “continue” button. I arrive on a new screen.

In innocence, I try to put the coupon again, now thinking that I may have mistaken the code for putting it in lower case (and the code was in caps lock).

I made a mistake again! I was unable to make the purchase. In identification, they give the option to finalize the purchase over and over. It was what I wanted, it would be faster.

But ok, Nike should want my data for some future campaign, so let's fill the data account!

when a company does this to you, it looks like they don't really want to sell to you

Do you know why? Notice the number of information I should fill:

I just want to buy my shoe, you know Nike? Hahaha

But okkk, I also want to get the 15% discount! I fill in and grant all data.

Eita, a new surprise! Now I have to go to my email and check the account.

The greater the difficulty and friction that the company creates for the potential customer, the less likely he is to complete the process on your website.

No matter how big your motivation is with a certain product or service. Friction can influence the success of the purchase.

Do you realize that what was supposed to last five minutes has already turned 15?

You won Nike, a 15% discount for my shoes is like R$ 40.00. Yes, I want to save money, so I'm still trying to complete the purchase of tennis.

I checked, and now I do! My buying moment has arrived, right?

The coupon was invalid! Hahaha

In the last attempt, I made a filter through the offers to check if my shoes were really within the promotion. Who knows the configuration of the site could be wrong at this point?

Filter: offers: white shoes: size.39.

And there it was my tennis!

So, it made no sense that my coupon was invalid for that purchase.

If I did something wrong, please let me know, because I've tried everything. And in those 15 minutes of anger, I gave up my tennis shoes and left with a bad experience as (almost) a consumer.

The funniest thing was that they sent an email the next day for me to finish the purchase.

A note: what they did, if it weren't for the specific situation, it's great. From the moment you take the customer's data and he has not completed the purchase, remind him about what he forgot on your website! After the first visit, he will remember you more easily when this email arrives.

To conclude:

One of the biggest difficulties of online stores is getting the customer's first purchase. After that, if it was a positive experience, the chances of having other purchases are high! We are lazy. If I liked the product I bought last time, I'll repeat the pattern: go to the same store.

I even wanted to be that person, but you don't make it easy, @!

----------

Note 2: Yes, I have been angrier because of the greater knowledge I have acquired in recent weeks about conversion. but it’s also great to recognize mistakes from all kinds of places, even big companies like Nike! Thanks CLX :)