“…as we’re walking by, I see that there’s a chalkboard…and it literally says, ‘Don’t worry ladies, your husbands called, they said it’s OK to come in and buy something.’…It really made me want to go in and buy the most expensive thing that they have, and then just come back the next day with a giant black eye. And just be like, ‘You lied, Zales. He didn’t call. He wasn’t OK with that.’
— Jesse Klein, Comedy Central
I like to send variations of the word “communicate” to my wife Johanna occasionally. Etacinummoc, municate.com, comunicar, etc. “What are you doing?” she writes.
“Communicating.” But why? Usually because I want to drive my best shopping cart into the latest eCommerce trends. We’ve worked out a complicated system of how and when things get bought and with my thirtysomething pairs of shoes in my closet and her four, I end up wanting to buy things more. A lot more.
An eCommerce manager should be constantly working this type of communication into her eCommerce strategy, but even with the best conversion optimizer, she can’t know how couples communicate when they want to buy something.
- “What do you think of this? All inclusive, decent price, passports are ready.”
- “Can i get this i will work for it?”
- “Can i order this purse it’s on sale?”
- “Can you do me a favor?”
- “Hey there’s this expensive item i want do you think we can work something out?”
- “I found something i can’t live without…”
- “It costs too much but we really need it…”
- “It’s a little high but what do you think?”
- “New mattress 500 yes or no?”
We beg like grumpyCat on our best days. On my worst days, Johanna and I have gotten into heated text battles over $25 Amazon.com purchases. Amazon’s inability to predict this kind of struggle proves that even the best online store builder in the world is no help to me when I’ve already ordered two pair of shoes this month.
Couples have a comfort zone for personal shopping, anywhere between $10—$1000 or more that an individual member of a partnership can spend without consulting. But when items are above this comfort zone, what are the rules? What is conversion like for couples who are not immediately onboard with their partner’s purchase?
eCommerce platforms depend on this communication for their website conversion from browser to buyer, but know relatively little about it. These ten snippets might be the closest an eCommerce marketing professional gets to the actual fire, but the fire is hot. Stay tuned as we dig into what your customers are saying to their partners in this black hole. Because if you see it Monday and by Friday you’re not in love, you may just never buy it at all. Conversion thwarted.
“It seems to me that maybe pretty much always means no.”
— Jack Johnson, Flake
PollCart is a new platform on a quest to turn shopping into a social experience and let users share their opinions.