The Essential Messaging Component Most Ecommerce Sites Miss and Why It’s Deterring Your Customers from Purchasing

In today’s Quick Win Clinic, Flint McGlaughlin looks at the home and product pages for Worthington Direct, an online furniture store for businesses and schools. It is obvious that everything on this site is designed to help visitors find the product they are looking for and to convince them that the product is right for them. But there are many online furniture stores. Why should visitors choose this company over others? This retailer fails to answer that crucial question.

The designers of this website made a mistake the McGlaughlin believes is the number one flaw most ecommerce stores make today. If you offer the right product, but you neglect to show that you are also the right company, then you have lost a sale.

Your copy on this page needs to help me draw a sense of certainty inside that not only is this the right product but you are the right company. 

— Flint McGlaughlin, Managing Director and CEO, MECLABS Institute

Watch the video to get further insights into creating webpages that produce maximum results.

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4 Comments

  1. Luiz Conte says

    I though the answer was : “Context”. To create design making the Persona FEELS like already have it !!!

    The design will create images that reflect the satisfaction in sit in that chair.

    Makes sense?

    Tks

  2. Rishi Rawat says

    100% agree with your point here, Flint. I certainly don’t have your experience (no one does) but the biggest recurring theme in my career has been seeing sites that don’t passionately make clear why they are the best solution in the word. “Best in the world” based on the definition of the buyer.

  3. Ron Yates says

    LOVE this information!
    However, it would be great if you would show a couple examples of ecommerce sites that get it right.
    Do you have an example of a site that is giving the shopper information that they need to infer that the COMPANY is right for them?

    1. Linda Johnson says

      Hi Ron. Thanks for taking the time to comment. Here are a few resources you might find helpful

      The first is a swipe file of 27 experiments MECLABS conducted for various ecommerce sites.
      https://meclabs.com/research/case-study/research-based-ecommerce-swipe-file

      The second has some good (and not so good) examples of messaging that infers a COMPANY is right for you: https://marketingexperiments.com/value-proposition/6-good-2-bad-b2b-b2c-value-proposition-examples

      Hope that helps,

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