Brand & Image Cohesion
One of the most recognizable corporate entities in the world is Nike. Thirty years ago – an eternity by today’s digital marketing agency standards – they launched a very successful and now somewhat infamous TV commercial campaign featuring Andre Agassi, then just a young up-and-comer in the Tennis world. With the tagline “Image is Everything,” the message within coincides with the importance to every business of establishing and maintaining one cohesive brand and image.
Every company wishes for its brand identity, and the images associated with that brand, to be as well-known as Nike’s. Most companies will never come close to achieving Nike’s level of success. Still, they all can take a few lessons away from Nike: Your company’s brand and image should be as uniform and cohesive as possible. This consistency aims to create one specific consumer vision for your brand and the products your company sells; and, therefore, for your company as a whole.
Site Navigation Issues
There is a good reason that with the possible exception of the smallest of businesses, every B&M store has large informational signs in key locations throughout the store. These signs serve as in-store navigation tools, essential in optimizing the Customer Experience.
Unfortunately, far too many eCommerce websites lack the same consideration for making their websites’ design navigation quick or easy for shoppers. If an online shopper finds your website hard to navigate, or the desired item challenging to locate, what will they do? They will likely discontinue using your site & company and opt for one of your competitors whose site is easy to navigate.
Based on the sheer number of “big-box” retail establishments throughout the world, shoppers appreciate being able to get much of what they want to buy under the same roof. Proof of this is as simple as walking into your nearest Walmart or Costco. Observe the relaxed smiles on many shoppers’ faces as they make their way through these stores, pushing around overflowing shopping carts.
However, those looks quickly turn into frowns when they make their way to the checkout aisles: With half of the registers unmanned, and checkout lines snaking their way back into the product aisles, we all have witnessed the occasional shopper getting frustrated to the point where some will abandon their carts and leave the store, having purchased nothing at all.
Apply these lessons to an eCommerce website’s checkout process. Nobody likes having to wait in line. Can the shoppers complete their transactions quickly, efficiently, and without too much hassle? Can they use any number of payment methods with the same ease? If they can, good. But all too often, they can’t. If they can’t, do you think they will return to the “checkout nightmare” business site the next time, or find one that has what they want and makes checking out equally smooth?