Archive for January, 2014

Click.ology review

January 22nd, 2014

Having skimmed through a copy of Direct Commerce last week I was drawn into an article on the back cover discussing the new book Click.ology, by Graham Jones.

Proving that traditional media drives sales I ordered it on Amazon with “one-click” using my prime subscription, knowing it would be with me in time for the weekend.

The book arrived on Friday, as I knew it would. I read the book over the weekend and felt it deserved a quick blog post.

I thought I knew pretty much everything about ecommerce having worked in traditional retail for eight years before my ten years in new age retail but I was wrong.

Graham makes a point in his book about how we all know and use our own websites and look at them slightly blinkered. Currently I oversee six ecommerce websites and I have gleaned numerous points to action.

You have to test and retest. Something we do but hand on heart probably not enough. He talks about red always being seen as the stop colour but actually recommends testing red due to it being a potent sexual signal and will draw men, in particular, in. One of our websites has been using a red “add to basket” button for years. In fact, only a year ago I was told during a cold call from a web agency that red was a big no-no and I should change them immediately. I politely said I would retest the colours as we had seen a very small uplift in propensity to add to basket using the red button. I can back up Graham’s argument for red, especially as our site is geared towards men.

I am pleased to see he talks about pricing and how discounting will erode your brand. This is something we have been trying very hard not to do despite competitors constantly hammering prices down. Interestingly, the books RRP is ¬£12.99 but Amazon was selling it for ¬£9.09. It wouldn’t of mattered if had not been discounted because¬† I had already seen the price and was prepared to spend that much. The editorial had already sold the book to me; Amazon didn’t need to do any more to sell it. Graham, I owe you a coffee!

I particularly enjoyed the part in the book commenting about as ecommerce store owners we think that answering an email within 24 hours is sufficient. I have had numerous battles with operations directors that 24 hrs is not acceptable and that an immediate response within working hours is what the customer wants. Graham makes this same point, emphasising that consumers expect an answer to their question via email as quickly as they would get by an immediately answered telephone.

I have always assumed having stock levels on a website puts doubt in the mind of consumers when the numbers get low. Is there really only one left on the shelf? Will it be it good condition? As a consequence I have always just had the message saying “In stock” if the product has one or more. Upon reading Click.ology it made me realise some of our products perform better on channels like Amazon because it does show a low stock level. It must be as Graham suggests, that the low stocks numbers showing cause people to act faster because they fear they may miss out. I plan to test the theory on a couple of our sites to see if the “add to basket” button converts better with the true stock levels showing.

I could go on but that will spoil the fun for you when read Click.ology. The book has been well written and it will appeal to all readers whether they are a MD or an ecommerce executive. It is a quick read but don’t let that fool you; there are plenty of great points to takeaway from within the 182 pages.

The book nows sits on the bookshelf in our office, next to books, like Nudge, and is on the reading list for all new recruits within the ecommerce department in their probationary period.

You can find more information on the author’s website: http://click.ology.biz/ The book can also be purchased from Amazon.