How a trip to Nordstrom can improve your web experience
Today’s post was contributed by GB’s Dayn Wilberding. Enjoy! This weekend, my wife went to Nordstrom in search of one specific item. This isn’t a store she frequents, but she’s been there enough to recognize that they have a protocol for their shopping experience. The poster child for great customer service, Nordstrom’s real-world shopping experience has relevant applications for what a web experience should be as well. First, they greet the customer and compliment them on something they have on. In my wife’s case, it went something like this, “Hi, is there anything I can help you find? Oh, I love your top…” On a website, we can do the same by having an inviting and relevant user experience, no matter what page (door) your customer enters through. Making it easy to find exactly what your visitor is looking for instills confidence in the fact that they’ve found the right place. The victory of finding exactly what you are looking for is almost like the site complimenting you on having good taste. We think alike. We’re perfect for each other. Welcome home. Once you’re in a dressing room trying on an item you came in for, they begin to bring you other items; things they think would go well with the item you’ve picked out, or even the outfit you wore in. My wife ended up purchasing five items, none of which were the item she was looking for, and all of which were items the salesperson had brought her while she was in the dressing room. On the web, product, content and social recommendations are the equivalent of tossing a few items over the dressing room door. At Nordstrom, they present it as items that they just thought you might like to try on since you’re in the trying-on mode. They’re acting as your personal pairing concierge. Online, we can mimic this technique by being smart about how our products, pages, and content relate to and link to each other. If you read/like/buy/share this, also read/like/buy/share this. Notice how Mashable.com throws some items over the dressing room door at the bottom of each post with “We Recommend”, “Topics to Follow”, “Top Related Stories” and “Read Next”.