Hello. Mystery Guest here. Rand isn't feeling quite well right now, so he asked that I blog on his behalf. As most of you probably know, his father has been in the hospital for over a week now, and is currently fighting a fever that won't seem to go away. We're all hoping for the best. Rand just returned from a trip out east and headed straight from the airport to see his dad, so he's feeling a bit tired.
So that leaves you poor saps in my hands. I asked Rand what I should write about, and begged for a topic that my little non-SEO brain could handle. He suggested I write about elements of online shopping that piss me off. Fine. That I can do. But realizing that between this and my other posts, I might be painting a picture of myself that isn't quite accurate, a few disclaimers: First off, please don't think that all I do is shop, watch television, and film videos of myself doing stupid things. I'm a fairly substantial person, at least on occasion. Seriously. My favorite book is Catch-22. I'm a writer - and not even recreationally. I'm actually paid for it. I promise. I'm smart. I'm worthy of Rand. Really.
And, most importantly, I don't sit and think about shopping while my boyfriend's father is sick in the hospital. But I've learned that when people need you, it might not always be in the capacity you expect. Some people need a hug. Some need someone to sit and listen. In this instance, Rand needs me to blog. So, baby, this is for you. I hope I don't screw up.
That being said, on to what pisses me off about online shopping.
- "Complete the Outfit" features that don't work I'd like to think I'm fairly fashionable. I only wore Ugg boots with shorts once, but I promise it was over 2 years and 10 pounds ago. Even so, I need an occasional hand figuring out what to pair with what. And to be honest, some of the stuff they sell at Anthropologie is pretty damn confusing. Really? I should pair the vintage-inspired silk kimono print top with cargo capris? I didn't see that coming. And while it might not necessarily be a feature I utilize, it's still pretty handy. But if a site has it, I say at least do it right. Last time I was shopping on Anthropologie.com, it suggested I "complete the outfit" by pairing the cute brown boots I was looking at with, quite inexplicably, two other pairs of brown boots. I tried to figure out the logistics of this, and could not. Unless I somehow laced the remaining boots into a type of corset. But then I'd still need pants.
- Search features that suck. Okay, so maybe the reason I'm always broke is that I'm always shopping on Anthropologie ("Eighty bucks for a sweatshirt? What the hell's up with that place?" - Rebecca). But I'm convinced I'd spend less time there if the search capabilities weren't so terrible. If you want to look at blouses, you can't simply select "see all". Instead, you have to browse by blouse categories, which are often given confusing titles like "feminine", "flirty", and "on the go". As opposed to those stay at home blouses.
- Sites that don't list out of stock items as "out of stock". This is just foul. Really. It's kind of evil. It's like telling a child you are taking them to Disneyland, then driving them to an empty lot and saying, "Oh, looks like Disneyland burned down." It's simple - if an item is out of stock in the color and/or size that I want, then please, please don't allow me to select the item. Telling me it is "unavailable" after I've already decided to buy it is too late. Now what the hell am I going to wear with my leather boots corset?
- Review your purchase pages that don't let you review your purchases. In the world of women's online shopping, clothing is given stupid names. I nearly bought a pair of ugly shoes because they were named after me (shut up, Matt). Often times, these names suggest nothing of the product itself, which can be alarming if you see the "Brenda Walsh sundress" and the "Rohypnol tank top" in your cart without a link or image to remind you of what it was you selected. Is it really so hard to add a link on the review page?
- 5. Any commerce site designed in Flash. I recently visited Camper.com and tried sending a link to a pair of shoes I liked to a friend of mine. I thought I sent her cute grey wedges, but she saw a pair of yellow sandals that had cleary been designed by a 4-year-old. A 4-year-old with a nasty LSD habit. The problem? The product pages seemed like they each had unique URLs, but apparently they didn't. It was some weird flash application. And yes, I bought the wedges. But not from Camper.
- 6. Site that don't tell you they charge for shipping. This one actually comes from Rand himself. I don't know that I've ever been caught off guard (I usually anticipate $7 - 10 shipping, so I'm delighted if it's less, or - gasp - free). But I can imagine how annoying it is to see a $10 surcharge on the "Liberace chinos". Note: I am soooo tired. I don't know how Rand does this every single night.
- You buy an item online, but can't return it to a physical store. This makes no sense. How can Urban Outfitters and urbanoutfitters.com not be affiliated? It seems like a pretty logical and convenient step to make the two linked. (Note: I think UO might have gotten their act together by now, but I think this was true up until a few years ago). I mean, hell, Nordstrom's takes back clothing from Target - I've seen it. Stores should at least take back the clothing they sell, regardles of place of purchase.
- Discrepancies between online and physical store prices. Long ago, there was an assumption that if it's online, it's cheaper. Recently, I saw this blouse at an Antropologie store in downtown Seattle for less than half of the online "sale" price. This was over two weeks ago, and the online price still hasn't dropped. I understand that it has to do with stock available, etc., but there really should be some sort of price-matching policy. (Also, per #4, notice that the top is called the "Dwelling Shell". Which is a phrase that I figured was used solely when describing hermit crabs).
- Photo previews that don't let you enlarge the image, zoom-in, etc. This really should be common-knowledge. Bigger is better. No one wants to try and figure out what a shirt would look like on them when all they have to go on is a photo that, if printed and cut out, would be appropriately-sized for someone's locket. But that would be a weird thing to put in a locket. Most people would put in photos of say, their loved ones. Weirdo. Putting a picture of a pair of pants in your locket. What's wrong with you?
- Sites that don't sell online. Fly London makes painfully cute boots. I am the sort of person who is willing to spend money on painfully cute boots. But their site, in addition to being impossible to navigate, and featuring weird scrolling images of all their shoes (which cannot be enlarged), doesn't actually sell any of the shoes they make. And no, Zappos doesn't carry all their shoes, either. So I'd either have to fly to London (holy crap! That's how the company got its name!) or beg Danny to bring me back a pair. So what do you say, Sullivan? Puh-lease? I want the green knee-high boots with the straps. Size 37. I'll totally pay you back.
Sigh. Okay, that's all. I mean, I'm sure there's more, but I need to go to sleep. I hope you enjoyed it. After all, I was writing for a niche audience: that bearded man who shares my bed and tells me I'm pretty. Oh, and Rand, too.
Mystery Guest
Thanks for the Douglas Adam's reference. Arthur Dent always taught me to pay attention to the small details...especially when you are powerless to to do anything about the big ones.
I would say for number 6 that I hate any site that won't tell you HOW MUCH they charge for shipping before you login.
I have a new pet peeve about online shopping. I hate it when you get the end, with no mention of payment methods along the way as any hint, only to learn the only form of payment is via credit card. No checks. No M/O. And worse, for me, who usually has some cash in PayPal as "mad money", no PayPal option. I'm a spontaneous shopper, who doesn't always a credit card nearby, esp. if I wasnt really planning on shopping. Often something just jumps out. I've abandoned several carts in the past few months because they don't accept cash.
MysteryGuest, you did a fantastic job! You go girl :)
Best wishes for a speedy recovery for Si!
Actually, Si is grandpa. :) Dad is Scott. But the sentiment is a kind one, either way.
Not only do you write well you have great taste in clothes!
Great post. It's always nice to get the perspective from someone who really uses the sites. Alas in Australia online shopping - at least for clothes - is still pretty prehistoric so I don;t have much experience.
Best wishes for your dad Rand.
Loved your post Mystery Guest!
#10 really gets me. What's the point in advertising your product to me if I can't buy it!
Mystery Guest,
There's nothing uncool about being e-commerce savvy, i'd say it's more "fashionable" than search. I've learned about some cutting-edge sites and shopping technology thanks to you!
Mystery Guest - There is no one on earth more worthy of Rand than you. And I am thrilled that Rand has proven to be worthy of you as well. Blog away!
Clarification - because it can all be confusing. We're a family business: Gillian, (the pres) has a son, Rand (CEO), a husband, Scott (not in the biz), and a father-in-law, Si (who does technical consulting for us). Now you have the whole family connection. Thanks one and all for your kind thoughts. We look forward to the end of these difficult days.
What about your six surrogate kids? We Mozzers aren't family? :P
But of course; that goes without saying. How do you think I got the moniker, "SEOmom"? I confess that have been caught saying things like, my "brood" and the "crew" (both terms I use to refer to family) when referring to Mozzers.
This is one of the best posts I've read anywhere in a long time. Thanks "MG".
Rand, Gillian & "fam" - I hope Scott gets well soon.
Hey Guys you got dumped on....... Valium ads galore
Eeesh, that was ugly.
Unfortunately I walked into Anthropologies tonight and walked into a situation that left me baffled and really disrespected. I guess some people do not know how to treat their customers properly. It seems as though the staff at this store seemed to have it well together except for the manager, I think her name was Amy?...she works the Thursday night 8pm shift there. She obviously doesn't understand that companies need to make money and treating them in a respectful manner is one way in doing so, especially when Christmas season is finally here. Everyone is shopping at this time of the year for that special gift for someone they love and just want to feel welcome when they arrive and look around. She not only asked me to leave but she refused to allow me the restroom claiming I was not a customer and did not have the privelege of using the bathroom even though I was directed by other helpful members of the store to do so. She was the only one who seemed to disagree and suggested that I leave. Being a person who is highly interested in the merchandise that is there and being told I should leave was very confusing and she obviously needs some type of coaching or sales teaching to understand what a job really is and how not to treat your customers. We pray for these people and hope they learn that everyone has to work and keep a smile on their face, even the people in charge. Â
Trying to get something from Amazon to Australia....
Do Amazon have an Australian site????
Best
David
iDo SEO Charlotte, NCÂ
Pssst....Mystery Guest!....
https://shop.flylondon.com/
....shhhhhh
Great post, Mystery Guest. Maybe Rand can give you a regular once-a-week time slot going forward...? I think it would be both refreshing and informative to hear what an "average" web consumer thinks about many web-related topics: (interface/design, what you think of MySpace/Friendster/other social sites, what Yahoo "products" you use, etc.). Particularly one that writes so well and spells correctly. :)
Hope everyone in the Fishkin family feels better in a hurry!
Hey MysteryGuest - great blog post, you can come write about shopping search for me anytime;)
I'd just like to point out two things:
1) Rand is supposed to go to london in just a few weeks, so I'm sure he could get those boots as a thank-you gift for blogging, since you deserve it! I'll personally drag him (i mean accompany) him to go buy them, and maybe pick something up for myself;)
2) bonus points for the BH90210 reference.
Here in the UK a favourite is trying to order from a US site - and even when you set up your order as being from the UK, the order form insists that you have a US ZIP code.
Kid you not, happened twice over the Christmas period.
Luckily, if seen, disabling Javascript in the browser usually kills the error message and allows the order to proceed.
I,Brian that is so true. It's one of my pet fears...argh US zip codes!!
Great blogpost Mystery Guest, you have done Rand proud =)
Excellent post Mystery Guest, it's always nice to hear different perspectives. I actually found a problem last week I'd never seen before - a merchant that ships products from multiple warehouses and charges separately for each, all without revealing which merchandise ships from where and costs until after the credit card entry. I abandoned that cart.
Sorry to hear about your dad Rand - well-wishes and hopes for a speedy recovery.
I'll always claim the SEO portion of Rand as my crush (shared with Lisa B.) but I can't not like a girl who makes a great post about online shopping.
I'm making the argument against #5 to people every day. I don't know why seemingly intelligent brands and companies still dump entire sites into Flash. Even worse are the people who think their site "looks nice" and don't see any reason to change it. Grrrrr.
Have you tried the nike id site? It's one very good example of a commercial site, in flash, which actually works.
For something like the Nike id, I understand the heavy Flash usage. They also had the foresight to include an "email to friend" function, as well as a way to save the page. Also, for the most part the site/directory is based around one product line.
90% of sites designed in Flash don't think that far ahead and end up with almost 0 functionality. My big problem isn't even with Flash, but with the fact that entire sites are dumped into one file. At the least, give separate categories or major products their own pages so that people can bookmark them, send them to friends, and maybe if it's a thought down the road... be linked to and optimized for certain terms.
For example, if you do a search for "BCBG store" the BCBG store locator page is nowhere to be found, nor is the BCBG website. And, since the first result is New York specific, I'm sure Norsdtrom is cleaning up. Especially considering one of the top results is a Yelp review from a frustrated woman who couldn't exchange a pair of boots from Christmas that didn't fit.
Not that having a non-flash site would take that away, but it would at the least give them priority in search results and a chance to drive shoppers to their stores, rather than Nordstrom.
One possibility is to use a # to attach a placeholder to the end of the URI for each Flash "page" in the site. This can also be used by the Flash to go to the right place, and to make the back and forward buttons work. Given a clever developer, a Flash site can work just as well as a regular site, but unfortunately, there's a worldwide shortage of "clever."
BCBG is actually laughably bad at this sort of thing. Their site is terrible, they don't sell online, and their in-store return policy is so bad, you'd swear they created the concept of indentured servitude back in the Middle Ages. The best place to purchase their items? Nordstrom's.
I saw an ad the other day looking for a developer who "should be able to produce work comparable to BCBG." I just laughed, but ads like that let me know there will be a market for SEO for years to come.
Haha, I believe if you return an item on day 10 you are required to work in the stockroom as well. For 12 hours. With no breaks. Oh yeah, and please shop with us again.
Very good and entertaining article Mystery Guest, congratulations. The fact you are a professional writer stands out a mile.
Hope your Dad gets better real soon Rand.
What a great blog - I had an absolute laff while relating to every one of your 11 (...err 10? oh well, written off as 1a.m-ism) point rants.
You are definitely a writer - Rand should give you gab space more often girl :) Not that I want Rand gone mind you...
Mystery Guest, good to hear from you!
#3 is my big one. Even worse, companies that let you place the order and then send you an email that it is backordered! Now what am I going to do with that 2GB SD card from amazon.com while I wait for the camera from buy.com? And, I would have bought the card from buy.com too but they actually told me as I was checking out that it was out of stock.
A tip to online stores, you are much more likely to sell items if you have them on hand.
I like the sites that don't tell you till the last possible moment that they don't ship anywhere but within three blocks of their office.
There's nothing like taking their business to the world wide web but only shipping to the edge of town.
I agree with you 100 bagillion %.
#2 is a real pet peeve of mine. If someone is going to use your onsite search, they are looking for something specific, which means they WANT to spend money. I find it completely unacceptable to return a page with 0 results. I've worked on sites where looking through search logs you can see that someone searched for "X" ended up with 0 results but still surfed around to find the item they want, AND purchase it. What a fanatastic user experience that must have made for.
#4 all sites should have a link and thumbnail on that page...ALL e-commerce sites.
#9 if I can't see the item in detail, why would I give you $400 for it? Makes sense to me.
#10 i'm still waiting for that flash to load ... ... ...
Love the post, Mystery Guest. Very well written and easy to read.
Rand, good luck to your pops.
Definitely giving Jakob Nielsen a run for his money, Mystery Guest. This post is at least as good as most of his "Usability Mistakes of [insert year here]" for the last decade or so.
Positive thoughts your way Rand. Hope your father is up and around soon.
Oh, Bill, you miserable flirt. How can you say such shameless things to me? I'm blushing.
Hey now, be fair to Anthropologie: can you name anything that matches a pair of brown boots better than another pair of brown boots?
Even worse than (9) are those sites that, shockingly, still don't even have product photos. I was looking for some tea accessories the other day [insert joke about my manliness here] and was on a site for a fairly large chain that had either no photos for some products or thumbnails that were so small as to be illegible. I'm not going to buy a product just based on a description like "black teacups".
I know plenty of guys that drink tea as part of their diet. However, I don't know any guys looking for 'tea accessories'.
Manliness rating - "0"
Maybe I should've said "tea gear" or "souped up, tricked out, super-pimped, bad-ass gear for drinkin' the leaf". Um, Go Bears?! :)
If Arthur Dent taught me anything, it's that men who drink tea are awesome.
ROFL!!
Good lord, now THAT's funny!
Well Besides giving these sites some probably wanted traffic ( at least i was caught visiting them)(camper server is timing out) this was a great post. love the occasional change of theme.
Best wishes for your dad Rand
hmmmm. replace Rand with Mystery Guest. Nice writing. Catch-22 is a great book. Rand, best wishes for your father's recovery.
Dave
Excellent read,
However, since I'm a rural male, styles of boots and whatever the heck all that was, made me feel a bit gay reading it all. hahahahhah
Nice writing tho, kudo's.
Which is funny, because straight men who do care about this stuff usually get laid a lot. :)
Well played.
Yet another reason why I love you...
Is the first reason that I'm cute as a button? Because that should totally be the first reason.
It sure is...even though you call me Moobecca sometimes.
Seems to me like someone here should be pounding on this Anthropologie's door! The odd thing about a lot of commerce sites (especially as they get larger) is that they seem to be run by someone without common sense. Your list is great and all things that are necessary in the online shopping world. Why site owners don't put themselves in the shoes of the shopper is beyond me! Maybe it's money, maybe it's time, but there is a lot of lost potential.
"So that leaves you poor saps in my hands"..... is "saps" the best word you could have used, rather offensive to your "niche audience" :(
Well, I'm writing for a niche audience. The others who happen to read it? Those are the poor saps. Forgive my harsh language.
There's a sinister side to Anthropoliogie in my view -- in addition to Anthropologie is not what it seems, please read. This is a pretty awful thing to do to someone with an excellent reputation.
August 11, 2008 Glen Senk, President
Anthropologie Corporate Headquarters
5000 South Broad Street
Building 7
Philadelphia, Pennsylvania 15112 BY CERTIFIED MAIL
Dear Mr. Senk:
Please refer to my previous correspondence regarding your odd practice of blacklisting customers for complaining and my having been blacklisted at Anthropologie for having "complained."
This year, my birthday present came from another retail store. The reason for this action on my family’s part, I have since learned from my mother, is that my sister in law was informed by Pasadena Anthropologie that I "was thrown out" of the store. When I called the Pasadena store, the manager was short with me with no further explanation.
This morning Anthropologie’s designated corporate oficial called me from your headquarters. Mr. Senk, I believe that you have taken your little petty little rules to the point of slander. For your information "slander is an untruthful oral (spoken) statement about a person that harms the person's reputation or standing in the community."
I am a well-known screenwriter. How far do you wish to take this? Meanwhile, I will seek legal counsel.
I remain sincerely,
cc:Â Esq.