@james Issues I see in the customer journey which total defeat the purpose of offering customers the ability to see their information on different designs of an item.
- You are offering this option at the wrong time in the buying journey,
If the customer comes onto the main niche landing page on Zazzle, that is where this option to see their text on multiple designs belongs.
If a customer already picked a product from either the popular sort or an external link, and they want to buy it because they want to start adding their information, then Zazzle is interrupting the customer buying journey and causing cart abandonment with this template landing page.
The customer should not get sent to the generic page to add information, which is not even all the information needed to complete the order or aligned with the design they chose (ie the text on a sample I tried had more on the design than the template fields so then it looked off when some was my information and the rest was not)
- With the technology available today it seems hard to believe Zazzle can’t make the “template default page” that is shown after the customer clicks “personalize” a LIVE interactive option that is relevant to the design they want to customize. ie no static image of three random designs
AND take the design the customer already chose, pull the template fields properly from the actual design and then pull the additional design variations from the seller of the product they chose, if they have them listed in the same collection. If they don’t have the design, encourage them to make the options like I do in my Zazzle coaching programs. As a default if there are no designs from the seller, then at least pull ones that have similar traits.
This template page should not pop up right after someone is already on a product page that they want to customize. The customer wanting to add their informations is a clear indicator that they are ready to buy and the absolute worst time to give them more options by showing them some template feature with an instructional page that is unclear and confusing.
- I do see value in the templates being in the menu bar as options, BUT Zazzle could easily create a proper sort of the options that are relevant to the design theme the customer picked on the first product. Showing the popular sort feed from the sort page for that product type and use is counter productive. There is no reason why a customer who picked a black and white minimal wedding invitation needs to sort through the templates of photo overlay designs and sage green invites in order to even see similar designs.
Customers don’t want to do another search starting from scratch.
- After I filled out the information to pretend I was a customer, as I mentioned above, it did not fill out everything due to the minimal template options on the Zazzle menu for the templates compared to the details on the invitation design.
Then it was difficult to see that there was more to fill out on the back of the card. I see this being a big issue where customers will abandon the cart. Also after filling out the template fields and implying I would see it on other invites, it only showed the invite I started with.
- Then when I did pick a different invite from the template menu options the information I completed in the template fields at the beginning did not transfer to the other invite.
I attached photos to show the customer journey.
The only good thing is that the window stays open from the first product and a new window opens when you chose a different template. You can not get back from the new product window by back spacing to the original product you started with. Will a customer know that or just give up?
The idea is good only if I as a customer could actually see three choices side by side.
AND
If, after the customer looked at the other options, when they still picked my product (that brought them to Zazzle) that I would receive my referral as well as the royalty.
Elke Clarke
