The World Wide Web is a huge ocean. Surfers need directions.
Online customers need:
1) To get the information they’re looking for, now. Even before than now.
2) To be reassured that your shop is trustworthy.
3) To be guided, hand in your hand, step after step, into a smooth, quick and easy shopping experience.
Simplicity is Key, but you people probably know that Simplicity is extremely hard to put in practice.
This is why great content is key to a successful online shop. Yes, great, but how do you achieve that?
Well, first of all you should think of a content strategy before putting online any content:
- What is the function of my online shop?
- What are the customers looking for?
- How can I make everything available at a glance?
Now, this is very general and can be applied to every single page of the Customer Journey. However, my original target was to highlight the importance of breadcrumbs in the most crucial page of this journey, which is the checkout.
This phase is so delicate that it should really all be 100% customer focused. No distractions, no over-stimulation, just you and your customer; take his/her hand and guide him/her until the “place order” button. Then, politely say goodbye in the thank you page and leave all sorts of pleasant expectations 😉
Breacrumbs (yes, the term comes from the Pollicino fairy tale) can be a very good tool to provide the customer with the correct orientation needed.
Why are they so crucial? Because we all know that the checkout can be long and demanding, especially if customers havent’ registered yet.
So, for sure, people want to understand where it begins and where it ends!
This is extremely reasonable: would you ever take a dead-end road?