If you want me to buy something, you have to match my user emotion at that moment. Meaning, you can’t present something to me, the user, until I’m ready.
I am presented with a bra manufacturer post on Facebook. I need a bra, but refuse to buy underwire. I click on the post and go to the bra website to see if they have non-underwire options.
Instead of being presented bras to browse, I am presented with “Take our Fit Finder™”. No bras to look at. I am forced with “GET STARTED”.
Oh, so you want to look at our bras, do you? Not until we force you through our interactive fit finder.
I anticipate it will force me to get up and go get the tape measure because it’s going to ask me for all kinds of measurements. I don’t want to. I am especially not going to do that if you don’t offer a non-underwire options. Why can’t I just see the damn merchandise?
Good bye. Easy click backward to continue my perusing of Facebook.
Introduce your Tool at the Right time
Had I been allowed to browse bras, I might have found one I liked. I most likely would have even put it in a shopping cart to hold there while I shopped more. I would have deliberated over color, padding, and the non underwire options for a while, then I would be looking for fit options.
I believe fit options and sizing charts are most useful at the time I am selecting it to put in the shopping cart because it most closely resembles the in-store shopping experience. I select something on style and color first, then I search the rack to see if they have my size before placing it in my cart.
Move Your Fit Finder to the Shopping Cart
So dear manufacturer, I don’t care about your nifty, interactive size fitter until I’m ready, which is at the point of placing it in my cart. Move your interactive tool to the shopping cart, and offer it as a helpful service.
I would love that.