Dan Broztel says, “The perception of ease, of low effort, is a powerful nudge to engagement and even conversion.

As a poorly organised gift-buyer, I am often to be found a day or two before my wife’s birthday desperately scouring the internet for an acceptable item of clothing that (a) can be delivered fast and (b) will succeed in masking my utter lack of taste or discrimination in such matters.

As you’d expect (a) is rarely a problem, but it turns out (b) frequently is, and so I spend a lot of my time looking at the instructions on ecommerce sites about how to return unwanted items.

So common an occurrence has this become, in fact, that I have now started reading the returns info before I start shopping“.

Easy does it: six ways content can reduce effort for your online users

‘Econsultancy’ Blog

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