Not to worry – though we look alike on the outside, we are polar opposites in many ways. When discussing wish lists last Christmas my sister said she was hoping for a holiday in a villa in Tuscany
At this point she gave me a pained look and announced there was no way we could be related.
We are also very different in our approach to buying shoes. She likes flashy, fancy, and the higher the heel, the better. I like a medium to low heel. Don’t get me wrong, I want style, too. But a typical work day for me could include being on my feet 20 hours straight teaching seminars, showing clients the sights in NYC or running through airports.
Heels are crucial criteria that factor into both of our shoe buying decision processes. But what’s interesting is……how many shoe websites let you sort by heel height?
That’s one of the reasons I really like DesignerShoes.com. The website is designed for “women who leave a larger footprint” – in other words – sizes that are harder to find whether bigger, wider, or more narrow.
What’s so great about DesignerShoes.com is they have obviously taken the time to understand how their customers buy. You’ll find all sorts of ways to search – by size, color, brand and other categories you might expect. But you can also sort by heel size, and choose from categories like bridal/dyeable, comfort, and vegan.
If I need to buy shoes to match my bridesmaid dress, would I like to know which ones are dyeable? You betcha. Comfortable shoes? Once again a resounding yes, though I want style as well. And for vegans who won’t wear anything made of animal products – do you think they’d appreciate a way to narrow down their search as well?
If you’re targeting women, one of the most important parts of your website design will be your categories and the filters or “sort by” options you provide that allow her to narrow down her search. Think beyond just “product category, brand, price, new, etc.”
In apparel, go beyond women’s, shirts, skirts, etc. I’m always attending events that require “business casual” attire. For men, pretty simple – khakis and a polo shirt. But what does that mean for women? If I went to a website and found “women – business casual” as a category, I would become an instant customer.
Look at cell phones. When purchasing cell phones, there are two things that matter to me – downloadable ring tones (which I found out the hard way) and battery life. If I found a website that would let me narrow down my choices using those two filters, I would become an instant customer.
You get the idea. As Chris Anderson says in his book The Long Tail, with so much choice now available on the Internet, the emphasis needs to switch from content to context. Categories and filtering options are more important than ever. So take the time to really understand how your customers buy. What criteria do they use to make their selections?
It sounds deceptively simple, but it’s true. The easier you make it for her to find what she’s looking for, the more likely she is to buy – A – because she can find want she wants in less time, but also B – you’ve taken the time to understand her, which increases her brand loyalty.
Heel size, comfortable, bridal/dyeable – I feel like DesignerShoes.com understands me. I’ll have comfortable mid-heel shoes to go along with my perfectly flossed teeth. How cool is that?