Determine Which Decals or Badges

So let’s turn our attention to another critical issue: that of reducing risk. Are you taking the risk out of buying? Buying products online can seem like a risky business and people hate taking risks. Is the site secure? Will the merchandise look like it does on the website? Have I made the right choice? Will the company sell my data? We can do our best to reassure customers through our designs, but we must not stop there. Once again, we must look beyond the user interface in our mission to encourage customers to buy. Take, for example, e-commerce retailer LoveHoney. LoveHoney sells sex toys. An unusual choice as a case study you might think.

But think about it, if ever there was a company that needed to reassure first-time buyers, this is it. What if someone finds out what I’m buying? What happens if someone sees my credit card statement? What happens if the package breaks El Salvador B2B List on delivery? What if I don’t like what I bought? For a company that caters to those who have never bought sex toys before, this is a big deal. That’s why LoveHoney goes above and beyond to eliminate risk. They have a video that describes how they safely pack their products. They make sure the credit card statement is discreet and provide a 365-day return policy. You can even return products that you have used! Products they obviously can’t resell!

Leaderboards to Create Context

But that’s a price worth paying to make people feel comfortable. Sure, they’ll get some product back, but the extra sales they make more than make up for it. user experience designers: lovehoney LoveHoney eliminates risk by offering a 365-day return policy. It could be argued that LoveHoney is in a unique situation. But many customers worry about making a purchase. That’s why Zappos also offers a 365-day unconditional return policy on their shoes. But don’t stop at the return policy. Also think about security. Suggest to customers that they secure any transaction the user deems fraudulent so they feel comfortable handing over their credit card number. Perhaps they could promise never to send emails to customers other than regarding their transaction, to assure them they won’t spam their email. My point is that we should look beyond the website to reassure users.


We should encourage customers to consider changing the way they do business. Reassuring users in this way will not only encourage them to buy. It will also delight them with the quality of the experience. You may also be interested in: Optimize your e-commerce experience with the laws of simplicity. Are you delighting yourself through customer service? Wiltshire Farm Foods sells frozen ready meals to the elderly. But they faced a challenge. How to persuade the larger audience to buy your product instead of having all their groceries (including prepared meals) delivered by a large supermarket chain. Instead of relying on a fancy website, they offered something that the big box stores couldn’t: a superior experience targeted to their specific audience.

Go Ahead and Keep Playing!

They knew their audience couldn’t carry heavy baskets of groceries into the house, but they also didn’t want to let strangers into their house. That’s why they checked all their delivery guys with the police. That makes your audience confident in letting staff come into your home and put meals in the freezer for them. That’s something no supermarket would do because it would reduce the number of deliveries they can make. ux designers: wiltshire farm foods Wiltshire Farm Foods offered a competitive advantage over supermarkets with superior customer service. Wiltshire Farm Foods identified real customer problems and went to great lengths to solve them, even if it hurt their profit margin. As a result, they have experienced phenomenal growth over the last decade. But Wiltshire Farm Foods is not alone.

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