Tag Archive | "Can’t"

Edward Snowden Can’t Go Home, Blames Legal Gaps

“Intelligence agencies do have a role to play, and the people at the working level at the NSA, CIA, or any other member of the IC are not out to get you.”

Perhaps this answer given by Edward Snowden during a recent Q&A session seems a bit ironic, but it at least shows he still has faith in the purpose of American intelligence agencies. Snowden’s primary concerns, concerns that led to his whistleblower status, involved “unaccountable senior officials” who would abuse their position to authorize “unconstitutional programs“. In addition to the misuse of intelligence, Snowden felt that there were certain programs that were simply unnecessary.

Says Snowden, “Collecting phone and email records for every American is a waste of money, time and human resources that could be better spent pursuing those the government has reason to suspect are a serious threat.” He noted that even the president agreed with him.

Unfortunately for Snowden, he is still in a world of trouble and so he remains a world away in Russia.

Edward Snowden initially fled to Hong Kong last year after the unlawful disclosure of various government activities. He then went to Russia where he was granted asylum for at least a year.

Should Snowden return to the United States, he faces charges of theft of government property, unauthorized communication of national security information and giving classified intelligence data to an unauthorized person. In addition to criminal prosecution, Snowden has responded to alleged threats on his life by unnamed U.S. intelligence officials.

Snowden says he would like to return to the United States, however does not see it as a possibility at present.

“Returning to the US, I think, is the best resolution for the government, the public, and myself, but it’s unfortunately not possible in the face of current whistleblower protection laws.”

He also feels that given the circumstances, a fair trial would be virtually impossible.

Still, Snowden doesn’t view “all spying” as bad. He just hopes that the light he shined on government activities will encourage a greater focus on very real threats and not include the abusing of the trust of American citizens.

Image via The Guardian Youtube


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How to Get Attention Money Can’t Buy

image of Don Draper with iphone

This photo is an illustration of perfect serendipity, and priceless cool. But, you’re not seeing the entire picture … yet.

John Hamm (who plays Don Draper) owns an iPhone, and brought it to work. On a break, photographer James Minchin III captured a moment wherein Apple aligns itself with one of the best stories being told in our culture right now, Mad Men.

Not too long ago, Apple stood on the brink of oblivion. Then Steve came back and started telling stories again.

You’ll never have the cash reserves of Apple, Inc. You may never enjoy the budget, or the expertise, or the creative force of an AMC. But you can tell a story online.

If you consistently tell a true story about your company, product, service, or idea that resonates with the worldview of a group of people, that “world” will eventually beat a path to your door.

And, on a much smaller (but still profitable) scale, moments like the one you see below will begin to occur on their own — regardless of the size of your marketing budget …

image of Don Draper with iphone

Photo by James Minchin III for Rolling Stone

About the Author: Robert Bruce is Copyblogger Media’s Chief Copywriter and Resident Recluse. Get more from Robert on Twitter and Google+.

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How to Craft an Offer That Can’t Be Refused

image of orange on a tree

A few years ago, I ran my first marathon in Seattle.

I’d love to tell you I ran strong to the finish, but by mile 18 I was wiped out, focusing entirely on putting one foot in front of the other. As I trudged along in the final hour, I spotted a volunteer handing out fresh orange slices on the side of the road ahead of me.

Tired as I was, I made sure to change my position, slow down, and gratefully accept the gift. The piece of fresh orange was an offer I couldn’t refuse — even though it was free, I would have gladly paid for it if I’d had the money and was in the right frame of mind to have a conversation. 

Two miles ahead, I saw another volunteer handing out a different gift: halves of Krispy Kreme donuts. Unfortunately, this offer did not excite me (or any other runners I saw) at all.

I’m no puritan. I’ve have eaten more than my share of donuts over the years. But three hours into the longest race of my life was bad timing for a sugar rush. The offer was unattractive and a poor fit for the context.

Ironically, there were no donuts available after the 26.2-mile race, something many runners would have been thrilled to see. Keep this in mind if you are ever in charge of providing donuts for marathoners.

An offer you can’t refuse

A compelling offer is like a slice of orange at mile 18.

It’s a marriage proposal from the guy or girl you’ve been waiting for your whole life.

An offer you can’t refuse is like the $ 20,000 Bonderman Fellowship offered every year to graduating seniors at the University of Washington. The fellowship has very strict rules: Take our money in cash and travel the world on your own; don’t come back for eight months. Oh, and once in a while send us a quick note so we can tell your parents you’re alive. If you’d guess that hundreds of students compete for the fellowship every year, you’d be right. 



So how can you construct an offer that your prospects won’t refuse?

Remember, first you need to sell what people want to buy — give them the fish. Then make sure you’re marketing to the right people at the right time.

Sometimes you can have the right crowd at the wrong time. Marathon runners are happy to eat donuts after the race, but not at mile 18.

Then you take your product or service and craft it into a compelling pitch … an offer they can’t refuse.

Here’s how you do it.

1. Understand that what we want and what we say we want are not always the same thing

The next time you get on a crowded plane and head to your cramped middle seat in the back, with a screaming infant seated behind you at no extra charge, remember this principle.

For years travelers have been complaining about crowded planes and cramped seats, and for years airlines have been ignoring them. Every once in a while, an airline creates a campaign to respond to the concern: “We’re giving more legroom in coach!” 

It sounds great, but a few months later they inevitably reverse course and remove the extra inches of space. Why?

Because despite what they say, most travelers don’t value the extra legroom enough to pay for it; instead, they value the lowest-priced flights above any other concerns. Airlines have figured this out, so they give people what they want — not what they say they want.

A good offer has to be what people actually want and are willing to pay for. 



2. Most of us like to buy, but we don’t usually like to be sold



An offer you can’t refuse may apply subtle pressure, but nobody likes a hard sell.

Instead, compelling offers often create an illusion that a purchase is an invitation, not a pitch. Social shopping services such as Groupon have been successful in recruiting their customers to do most of their marketing for them. Indeed, the biggest complaint about these businesses is that they sell out of deals too quickly, also known as “They won’t let me give them my money!”

As you might imagine, the path of least resistance is a good place to stand.

Marathon runners do not need to be sold on the benefits of fresh oranges after three hours of running. Adventurous college students will grasp the value of a $ 20,000 “go travel somewhere and do what you want” fellowship without much explaining.


Offer Construction Project

Here’s an exercise that will help you put together the offer your audience won’t be able to refuse.

Remember the Magic Formula:

The Right Audience + the Right Promise + the Right Time = 
Offer You Can’t Refuse

BASICS

  • What are you selling? _______
  • How much does it cost? _______
  • Who will take immediate action on this offer? ________

BENEFITS

  • The primary benefit is ________
  • An important secondary benefit is ________



OBJECTIONS



What are the main objections to the offer?

How will you counter these objections?

TIMELINESS

Perceived value and the expensive Starbucks run





After nearing the end of a five-hour drive from Boise to Salt Lake City, I stopped off at a Starbucks about twenty minutes away from the bookstore I was speaking at that evening.

On the way inside, I grabbed something from the trunk and left the keys inside. Nice move, Chris. It was even worse because I didn’t realize my mistake until I had finished my latte and email session an hour later, shortly before I was due to arrive at the bookstore.

I was mad at myself for being so stupid, but I had to think quickly.

Using a combination of technology (iPod touch, MiFi, cell phone), I located the number of a local locksmith and quickly rang him up. “Uh, can you please come as soon as possible?” He agreed to be as fast as he could.

Much to my surprise, the locksmith pulled up in a van just three minutes later. Impressive, right? Then he got out his tools and approached the passenger door. In less than ten seconds, he had the door open, allowing me to retrieve my keys from the trunk and get on with my life. “How much do I owe you?” I asked. Perhaps it’s because I don’t own a car and the last time I paid a locksmith was ten years ago, or maybe I’m just cheap, but for whatever reason I expected him to ask for something like $ 20. Instead, he said, “That will be $ 50, please.”

I hadn’t discussed the price with him before he came out and was in no position to negotiate, so I gave him the cash and thanked him. But something was unsettling about the transaction, and I tried to figure out what it was.

I was mad at myself for locking my keys in the car — it was obviously no one’s fault but my own — but I also felt that $ 50 was too much to pay for such a brief service.


As I drove away, I realized that I secretly wanted him to take longer in getting to me, even though that would have delayed me further. I wanted him to struggle with unlocking my car as part of a major effort, even though that made no sense whatsoever. The locksmith met my need and provided a quick, comprehensive solution to my problem. I was unhappy about our exchange for no good reason.

The problem of percieved value

Mulling it over, I realized that the way we make purchasing decisions isn’t always rational. I thought back to something that had happened in the early days of my business. I had produced a twenty-five-page report on booking discount airfare and sold it for $ 25. Many people bought it, but others complained: Twenty-five pages for $ 25? That’s too expensive.

I knew I couldn’t please everyone, but I didn’t understand this specific objection.

The point of the report was to help people save money on plane tickets, and many readers reported saving $ 300 or more after one quick read. What does the length of the report have to do with the price? I remember thinking about that one complaint.

If I gave you a treasure map, would you complain that it was only one page long?

It turned out the joke was on me: All of us place a subjective value on goods or services that may not relate to what they “should” be.

Just as what we want and what we say we want aren’t always the same thing, the way we place a value on something isn’t always rational. You must learn to think about value the way your customers do, not necessarily the way you would like them to.

The good news …

The good news is that when you do understand what people want, everything else gets a lot easier.

Like the orange slice at mile eighteen of the marathon, an offer you can’t refuse comes along at just the right time. As you follow your blueprint to freedom, think carefully about how you can create a similarly compelling offer.

The next step is to take your offer out into the world. Are you doing that?


About the Author: Chris Guillebeau is the author of The $ 100 Startup, available today from Amazon.com or your favorite local bookstore. The book provides a blueprint for creating irresistible offers that increase income and improve the state of the world. You can also read his free blog at ChrisGuillebeau.com.

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The 5 Golden Rules Of Expectation Management And Why You Can’t Ignore Them

You may recall a few weeks just before Steve Jobs passed on, Apple stock dropped a good few percentage points.

It wasn’t because of Steve’s death that brought the valuation down (it was factored into the stock market years ago when he first began to get sick), it was because the market expected something and then didn’t get it.

Each year Apple holds a conference. Every event is exciting because of new product announcements, usually revealed during the CEO presentation, which before his death, was always handled by Steve.

The speculation this time around was the expectation of the announcement of the iPhone 5. Unfortunately for Apple’s stock, instead of the iPhone 5, they received the iPhone 4s, an upgrade to the phone already on the market. The industry was less than impressed with this and thus stock was sold.

Only Apple insiders will know how much Steve’s pending passing impacted what announcements they made at that particular conference. Maybe they didn’t want to release a big announcement like a completely new iPhone knowing that Steve was going to die soon. Then again, knowing when someone is going to die is not easy to plan for in your schedule.

Whatever the case, the market expected something and got something else. Disappointment was the result.

Managing Expectations When Blogging

I remember one of the very first pieces of advice I gave to bloggers when I first started my blog tips newsletter. I was often asked -

How many blog posts should I write each week?

My typical response was as many as you can, aiming for one per weekday during the start-up phase of your blog. To be truthful, I don’t think it is possible to provide too much good content. The restrictions usually come from people’s abilities to keep producing. The challenge is figuring out what you can maintain and whether that will be enough to make your blog a success.

The key point I passed on was to manage the expectations of your readers. Humans are very much pattern based. We form habits easily and don’t like disruptions to what we become used to.

If readers learn from you that you will publish something new every day, they will visit every day looking for what is new. If you publish every day then start doing it once a week, inevitably disappointment will be the result. It’s important to find a balance and then stick to it.

Early in my blogging I stuck to one article a day and I had no problems doing so because I had so much to write from all my previous experiences, and the time to write it. As my blogging matured I slowed down my writing schedule, publishing three articles a week on average. Eventually I dropped down to one per week.

When I transitioned I did it slowly. I didn’t publish five articles in one week, then only one the week after. I slowly adjusted so not to make any “bumps” in the road disrupting my passengers.

While blog post frequency is important, it’s not nearly as critical as managing expectations when it comes to product delivery. Let’s take a look at how expectations matter in this area of online business…

Managing Expectations In Product Delivery

When people are paying you money for something and they don’t get what they expect, that’s when they reach for the refund button.

Gideon Shalwick and I were talking about one of his recent product launches. He mentioned that despite making it very clear that this particular product was going to be released sequentially and you would not get access to everything up front, some people bought expecting everything immediately, and consequently sent him emails asking where the rest of the content was.

Gideon and I both use and teach a system of sequential content delivery (usually in an online course model) because it allows you to get to launch quicker. You don’t need to have the entire product ready to go from opening day, you only need the first lot of content. From there you stay one step ahead of your members, creating the next module or lesson the week before they are due to receive it.

I use this exact method for all my programs and it works well. Gideon also uses this method with great success.

So what went wrong this time? Communication wasn’t quite clear enough. Despite telling people that it was a course delivered over a period of time, a few people still expected to have the entire course available to them from day one, rather than receive it sequentially.

This highlights the key challenge with managing expectations. You may think you are clearly outlining what to expect, including clear descriptions of what is going to happen and how things will be delivered, yet it won’t necessarily be enough. Some people will make assumptions and not read your explanations, and then be disappointed when they don’t get what they expect.

So what can you do to minimize the chance of mis-communication and manage the expectations of your customers? Read on and find out…

The Challenge Of Preconceptions

The challenge when managing expectations comes down to two variables -

  1. Communication
  2. Preconceptions

To make things especially challenging, each person has different preconceptions based on their unique experiences. If they took an online course and paid a certain price to receive certain information, they are very much using that experience as a benchmark for what they expect from you if they buy your course.

To make things worse, we aren’t even necessarily comparing apples to apples. Someone may become your customer with their benchmark for preconceptions coming from what they studied at university or college in the offline world. In this case they are comparing offline academic training to your online course. Hardly an adequate comparison, but unfortunately impossible for you to control.

Everything including price, format, content, style, length, level of difficulty, to even simple things like what font is used on your webpages, comes with baggage. What people expect is based on what has come before.

The difference between what they expect and what you deliver will determine your level of attrition, and whether what you put out there gains traction and succeeds or disappoints and flops. Success really comes down to understanding what people want and making sure they get it exactly how they expect to get it.

Using Expectations To Your Advantage

Expectation management isn’t just about you avoiding damaging errors, it also represents a fantastic opportunity. The most successful products, blogs and even businesses succeed because they exceed expectations in unexpected ways.

If “normal” is standard and you deliver something so much better than normal, you win. Taking Apple as an example again, one of the reasons they have done so well is their operating system is so much more reliable than the main operating system that people use – Windows.

Windows, while a capable operating system, has many issues that people have come to accept as normal. The fact that the “blue screen of death” was so common in earlier Windows versions that it became a running joke, demonstrates how much people’s expectations had dropped, to the point where consistent errors were considered normal. This was certainly not desirable, but accepted enough that people continued to use the operating system even with the obvious flaws.

Enter Apple OS.

Apple’s operating system had some obvious improvements. It was simpler and it was “cooler”, but I suspect the main reason people were so impressed was because it worked without the errors that Windows had. No blue screen of death. No viruses or need for virus protection and no regular frozen screens. These things were considered “normal” for computers running Windows, so when something came along that lifted the standard to just “error free” that’s already a vast improvement, exceeding expectations.

I noticed something similar to this when it came to providing customer service in my businesses. Thanks to the proliferation of online companies that are so big and so reliant on using FAQs as customer service, simply having someone respond to an email is better than normal.

Ever tried to contact Paypal or Google via email? Yeah, not an easy thing to do. You tend to get the runaround, redirections to help pages or bulletin boards that no one on staff ever responds to.

I understood that when dealing with customers, people love having an email they can send to get help from. They also love it when the email they send is replied to (go figure!). What is interesting is that the email reply doesn’t need to necessarily solve their problem, it just needs to be some kind of acknowledgement. Someone saying we know you exist and have this problem and we are going to help you.

That’s why for all my products I’ve used a simple email address as the main method of support. By doing something you think should be “normal” – responding to emails, my customer service stood out.

So How Can You Apply These Lessons?

There’s a lot you can immediately apply to your business from the ideas presented in this article. Here in my opinion are the most important applications –

  1. Expectations are based on what has come before. Because of this it is important you have an awareness of what is accepted practice in your industry and how you can do better. Review how people currently solve the problem your business solves, and find a better or unique way to do it. Sometimes just being more reliable or simpler than what is currently accepted, even if the outcome is the same, can be enough.
  2. Don’t assume everyone knows what is going to happen next. Managing expectations is about saying what the customer will experience after they buy from you, or what people will receive when they join your newsletter, or pretty much any variable where you present something and invite people to participate. Review how you describe what people will receive and ask yourself if you have done a good enough job explaining what is going to happen next.
  3. When feedback starts coming in from your audience/members/customers, it probably points to a difference between what you said was going to be delivered, how that was interpreted, and then what was delivered. This kind of feedback is incredibly valuable because it challenges your assumptions and spots your weaknesses. Don’t ignore it, but also be careful not to assume one piece of feedback represents the majority. You can never be certain, so collect enough data before making any changes.
  4. If you are looking for new industries to break into, look for markets where the current businesses, either due to laziness, or a lack of competition, or bureaucracy, have set standards that can easily be improved.

    Richard Branson is fantastic at doing this. He finds markets where expectations are kept low because all the current options do things the same (inferior) way. Virgin enters the market with a more valuable/better/more exciting option to stir things up, and often in a short period of time is a market leader or significant player. Don’t be afraid to highlight your strengths by pointing out the competitions weaknesses. This works for politicians all the time.

  5. Your goal as an entrepreneur is to identify a need, present an offer using the language your target market uses, make sure the offer is delivered how people expect it to be, and then go to work finding more customers. It’s important to manage the offer and deliverability of that offer, otherwise any marketing you do is wasted.

    Do this wrong and it’s like spending money to buy traffic consisting of people who want to buy a new motorcycle, when you sell new scooters. The difference may be considered subtle, but I doubt a person wanting a new motorcycle will be happy when a scooter turns up.

Don’t Over-Manage Expectations

Despite all this emphasis on managing expectations, it’s important to be relaxed about the process. We are dealing with the greatest variable ever – human beings – so if you are seeking a perfect understanding of what people expect, you will forever be frustrated.

Needs change. Markets evolve. People wake up in the morning wanting something different from the night before. If you attempt to anticipate all of this you will drive yourself crazy.

All you need to do is know enough and explain enough to keep customers happy, or keep your email list or blog growing, or meet whatever goal you have. There is always room for improvement, so know what is “enough” for your own needs.

In other words, manage your own expectations before you begin managing those of others.

Yaro Starak
Managing Expectations


How To Start An Internet Business & Make Your First $  1,000 Online

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You Can’t Control What People Think So How Do You Control Your Brand?

I recently returned from a trip to Holland to visit my in-laws and the rest of my husband’s family who all live there. We hadn’t been there since just after we got married, about three years ago, so we were due a visit.

Because it has been awhile since we went, I completely forgot about the reaction we get from people when we go to Holland. It got me thinking about the implications of perception and what causes a person to form and share perception of someone or something.

Holland – The land of windmills and canals, or cannabis and red lights?

Here is what got me thinking. Whenever we mention to someone that we are going or have just been to Holland, we get a funny look, a bit of a nudge nudge, wink wink and some kind of remark about Amsterdam and “coffee shops” (ie, places you can buy and smoke marijuana!). This would happen almost every time over the years, and I was always surprised, because this was a very different Holland to the one I had come to know and love.

Sure, there most certainly are coffee shops and a red light district in Amsterdam, Holland’s largest city, and I have even seen them, but whenever I went to Holland, I would spend my time with my relatives where they live, in a little town about an hour south of Amsterdam.

We would spend our time shopping along the little canals in the picturesque town of Delft, renowned for its beautiful ‘Delft Blue’ pottery, drinking tea in little cafes on the historic square, enjoying some of the world’s best cheese and riding our bikes alongside green pastures, along with the rest of Holland.

My relatives and friends of my husband never spent time in coffee shops smoking marijuana and never went to Amsterdam either – now only a tourist Mecca for visitors from around the world determined to visit the Anne Frank House or Van Gogh museum. In fact, most of the people owning and running the coffee shops and red light district are not Dutch at all – they come from other countries, usually Eastern European, and can hardly speak a word of Dutch themselves.

The real Dutch, for example, my in-laws, would be surprised that the country’s reputation is focused almost solely on this very tiny percentage of its existence, rather than its awe-inspiring tulip fields, windmills that dot the country side, exciting cities like Rotterdam and The Hague, and iconic ‘appel taart’ (apple cake).

Perception – What Is It?

Coincidentally, my blog-colleague and new friend, Neroli Makim, recently talked about perception determining value in her article, “If Perception Determines Your Paycheck, What Are You (Really) Worth?“, and also shared a fantastic example of one of the world’s greatest classical musicians, and how public perception determined what he got paid.

There is no doubt that perception influences what people spend money and time on, and how much, but I was keen to discover why people formed a certain opinion or how they developed one perception over another.

Promotion – Does It Count?

Many businesses and individuals go to great lengths to promote a certain image or idea about themselves, all with good intention. Because in many cases, if you don’t promote yourself in a certain way, you are leaving it open for your audience to form their own opinion or perception of you, and it may not be favorable. If you don’t take any part in the forming of one’s perception, then it’s anyone’s game!

However, even if you do promote yourself, sometimes it is an entirely different perception that leaves a lasting impression. For example, the Dutch Tourism Board pitch the architecture and history of the cities and towns, the country’s nature and culture, and attractions including theme parks and museums.

When I visit the tourism website for Holland I see a lot of pictures of tulips and windmills, and of course Dutch clogs. No doubt there would be a small mention somewhere on the website that it is possible to visit coffee shops and smoke or ingest marijuana, but this is certainly by no means the focus of the promotional text or the website itself. So, if that is the case, why then does everyone immediately think of the Red Light District when you mention Holland?

Old Wives Tales Or Words Of Wisdom?

Sex sells, as does sensationalism and controversy. And, sure, the Dutch Tourism Board definitely does not want a reputation built on what is effectively only a very tiny part of the country’s reality, so how has the seedy part of its underbelly stuck so intensely in people’s minds?

Simply because sensationalism and controversy are more likely to be spoken about, and are more memorable. Holland is one of the only places in the world that has an infamous Red Light District, and therefore this is something unique. Everybody knows somebody who knows somebody who went, or saw something on TV or the Internet.

It’s interesting, because those people who have been to Holland themselves talk about the windmills, the museums, the bicycles. Those who haven’t are fixated on the drugs.

Reputation “Fixing”

How can you ensure that what is remembered or spoken about when it comes to you or your business is indeed the truth or desirable?

Well, you can never be 100% sure, but here are some tips that will put you on the right path:

  • Be different, unique and perhaps a little controversial (provided it is appropriate for your brand, business and/or clients). Try to look at your business from the outside in, and work out what is interesting or different about it. Then focus on that!
  • Remember the importance of word of mouth promotion. Make it work for you by using social media, encouraging clients/members to talk about you and spread the word by giving them something of interest to talk about, like an exciting event or offer.
  • If you go to great lengths to deny a rumour or promotion of a part of your business or reputation that you don’t believe should be the point of focus, you are just throwing fuel on the fire. Let it die down on its own. Focus instead on what you do want out there.
  • Remember, you can never control exactly what is said about you. The best you can do is to be memorable, in a positive way or one that at least pique the curiosity of the public. In all the noise and confusion of everyday life, this is in itself, an achievement.

Kerry McDuling


How To Start An Internet Business & Make Your First $  1,000 Online

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Increasing Percentage of Online Shoppers Can’t Get No Satisfaction

More people than ever are shopping online. That’s the good news. The bad news is that customer satisfaction is dropping and shopping cart abandonment is on the rise. (Don’t hate me, but I abandoned two just this weekend.)

iPerceptions has a new report that looks at post shopping experience feedback. What they found was that overall customer satisfaction was down from 73% last year to 70% this year.

The biggest concern is that only 60% of customers who came to buy walked away with what they came for. Says iPerceptions,

“For a business that does $ 10 million per year in online sales, a 60% Task Completion rate among buyers means $ 6.7 million in business is simply walking away.”

For the small business owner, losing even one sale can really hurt, let alone 40%.

Why did shoppers leave unhappy? 42% said they couldn’t find what they wanted and 30% said the product wasn’t available. Lack of product info and unclear pricing also played a part in the walk-away.

Technical issues, which used to be a big barrier, only came in at 2%, so that’s good news for e-commerce as a whole.

I shop online a lot and there are two big reasons I walk away from a shopping cart. One is add-on charges. I shop at a webstore that has a very bad habit of showing a cheap shipping rate on my cart up until the moment I go to pay, then it socks me with a number three times that amount. I also use a lot of coupon codes, and intensely dislike stores that don’t allow me to enter them upfront so I can see my discount, or make it so hard to enter them that I give up.

Another reason I walk away is because of an embarrassment of riches. I recently started shopping at an online scrapbook store that simply has too many items. Each category has multiple categories and every item I click shows me ten more items. I often get overwhelmed by the choices and leave. iPerception says that a lack of focus is a big problem for e-commerce sites since customers constantly demand more, more, more. The trick, they say, is to eliminate the “tiny tasks” and focus in on what it is the majority of people want to do and find when they hit your website. Easier said than done, but it’s something to think about.

Confession time. When was the last time you abandoned a shopping cart and why?



Marketing Pilgrim – Internet News & Opinion

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