By Michael Mark, Creative Director/CEO @ NYCA
As marketers, we spend a great deal of time learning about customers and their lives. But do we create work to serve their mindset at the buying moment, when they’re overwhelmed, distracted, mindless?
So if we want them to buy from us, we must make it easy on them, even stupid easy. We need to make our engagement pieces easier to act on in all mediums and at fast-fast motion. The speed bump is creativity’s arrogance.
Too often I used to hear that the execution is super cool, it’s sophisticated, innovative, subtle, cutting edge. That the customer will be intrigued and, yes, although it will challenge them, the customer will figure it out.
No, they won’t. They came to shop, not to pass an SAT test. They’ll move on to the next site.
So resist the ornamental and build the navigation so it’s as intuitive as if they came up with it. Design the e-commerce site so it’s easy to buy immediately. One example: don’t require a sign-up/registration before allowing consumers to check out. You might lose a customer as they are handing you the cash – that’s a nightmare.
You want drama? Make the media drivers and the content captivating. Customers might slow down for that.
We think that’s creative – the kind that creates customers.