Simplicity Trumps Most Other Emotions

December 19, 2009 · Comments

marketplace I bought about 90% of my holiday purchases this year via Amazon.com. People on Twitter asked me why. My answer was that it was simple. I didn’t have to brave the crowds. I could search simply. It all went into one cart. I knew the rules of shopping via Amazon. I knew their customer service policies. There wasn’t much left to chance.

Think about buying from a non-Amazon site. Maybe your site. Why would I? So, if you’re not Amazon, you’d better have a decent answer to beat my first emotional reaction: simplicity.

What would make me search your site to buy something? There are some reasons I might choose another site:

I’d go to Savvy Auntie because Melanie Notkin will give me advice that would help me buy for kids, where Amazon’s just too big to feel helpful in that regard.

I’d go to Wine Library because Gary Vaynerchuk will take the fear factor out of buying something I’m not educated about.

I’d go to Glynne’s Soaps because I appreciate Gayle and Jennifer’s efforts via social media, so it’s like buying from a friend.

Beating Simplicity and Ease of Purchase is the Goal

Think about that for a moment. We think that price matters. We think that locale matters. We think that having a good shopping cart software matters (it certainly helps). What really has to happen when you think about buying is that you have to beat the current “best in class” for “simplicity.”

It’s not enough to push the “buy local” mantra. It’s not enough to push “homemade” as the big push. You’ll find someone for every one of the reasons why you think they shouldn’t buy from Amazon or Walmart or whoever you consider to be the competition, but to my thinking, the real goal is to instill a powerful reason why someone should buy from you over anyone else.

  • Expertise – Melanie and Gary give me knowledge I don’t have.
  • Support – Gayle and Jennifer could use some love for all they’ve done on Twitter and Facebook. (But support like that doesn’t last forever, I’d offer.)
  • Specialization – Someone like Thinkgeek does a great job of speaking to the nerd crowd.

And there are other ways. Adding value helps. Adding personalization helps. Adding some personality to every order helps.

What do you think? Who’s doing it right? Are you bucking that trend? Are you competing against any of the big guys and how are you doing it?

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  • Simplicity is one, but I think trust also plays a good part - with Amazon, at least we all know that when we buy things, they arrive at your doorstep in good time.
  • Glad to see this post on simplicity - we devoted a whole chapter on it in our book, The Networked Nonprofit -- in a nutshell - focus on what you do best, network the rest
  • BDF547
    Another example of someone making it easier to shop with simplicity, at Amazon anyway. For stuff that's out of stock there, I've been using an interesting free tool that monitors Amazon stock every 5 seconds and alerts me the moment something is back in stock. Worked great for some laptop accessories I was looking for. It's at www.azproductsnatcher.com
  • I am always Planned my holidays via Amazon.com. They had always provided me the best of the services.
  • "... take the fear factor out of buying something I’m not educated about."

    That, is a swell observation Chris. Consumer education is one of the major points of the Trust Economy - and key to succeeding.

    Cheers,
  • maia
    Certainly, all the middle class people with home broadband and credit cards mean there's nowhere for people who have to pay cash like myself to actually buy most things in our small town any more.
  • Chris, many people forget the importance of design and its bearing on simplicity. The visual design, user interface, quantity of content & language used are all proportionately linked to the amount of friction potential buyers feel when looking to make a purchase on your site.

    This same premise can be applied to any brick and mortar business. Design factors into how how buyers interface with your business.

    Someone who does a great job of this offline is In-n-Out Burger out here on the west coast. Anyone who has seen their menu understands why.

    An online company doing it wrong is Godaddy. I often steer folks away from purchasing from them unless I have time to help them through the process. They always have 10 x more choices available on the screen than they should at any given time and frequently confront customers with messages during the checkout process in attempts to up-sell them. I have found many people who had intended to make a simple purchase of a domain who have spent far more than needed and purchased all kinds of additional options not understanding why.
  • I think you could easily relate this to how actual local stores stand out above places like Wal Mart and Target. What draws you to those stores will be the same thing that draws you to online stores. Their design stands out, they are simple and they have the products you want/need and products you never knew you needed. An environment and a community need to be created.
  • These are very good points Chris. Two years ago I tried to help a client launch a new online ecommerce initiative. I'm big at education. If my clients do not fully understand what they're trying to take on, then my job is that much harder. Sure, I could build what they want, take their money, then have them blast me when it doesn't work because it's what I KNOW they didn't need! So I try to help them understand how they should setup their web initiatives.

    You want to know the hardest concept to get clients to understand (in my experience?) Simplicity. They want their site to have all the bells and whistles. To look cooler than Amazon.com, to have a tool that can do everything like a NASA Swiss Army knife, and then to couple that with the "lowest prices on the web" like that's going to redirect the droves of traffic going to other more well-known (and trusted) ecommerce sites like Amazon.com and even Walmart.com! They want to take the approach of Ron Popeil with the Showtime Rotisserie of "Set it and forget it!" Just turn on the site and we'll make money!

    You hit the key points: it's more than simplicity to get someone to stop using a trusted and easy system and come to yours! Simplicity is important (and in my opinion necessary to a point) but it is more important to offer something the big guys can't: personal service! That personal service leads to trust and a sort of comfort with doing business with you. That comfort and trust would help me be okay with shopping from your site because I would feel that if something went wrong (because your site wasn't that simple) that you would make it all right!

    So simplicity is important... but some form of specialized service is key!
  • I think it's really the become the same as 'googling' it. Amazon's simplicity is by default, we know what to expect and that is what makes them stand out. I know because just like you and others, I do 95% of my shopping on Amazon.

    Bottom line is create an expectation and make sure you over deliver on it.
  • marryroy01
    Sometimes the search functionality isn't there. Sometimes the navigation isn't navigable. In those cases, I'm off to Amazon.com. It's about simplicity and being able to actually find what I want fast.I want other to participate in debate and leave the useful comments.


    jeux ds
  • I had a pretty good experience recently buying online at Sears.com. They have a smooth pick up area at some of their brick and mortar locations. This saved me time from having to shop around the store, and I was able to save shipping costs by picking things up myself. I used Amazon quite a bit this year too.
  • Chris I agree with you 100%. How do we compete with the big guys in our market? We care about our customers. Simplicity and customer service equals showing you care. I think that goes a long way.
  • Chris,

    I think RedBox is doing it very well. My daughter wanted a movie to watch while the adults had their Christmas feast. Found a location near me that had the title, reserved it and was there and back in 20 minutes. Only $1 plus tax. I don't have to have a Netflix supscription or hook a computer to her televsion. Easy Peasy.

    Somehow the jewel case got lost, I went to read their FAQ and found I can get an empty case for an additional $1.

    As far as us, we specialize in only selling cruise experiences. While we start with a packaged cruise, we enhance the experience by really going into an in depth questionaire with our clients. From their answers, we are able to first find the right cruise for them and their family, but make recommendations on excursions, dining off the ship, pre and/or post cruise hotels. The big guys are selling deal after deal, but we know that their customer service stinks.

    We are fee based cruise consultants and for a small selection of our clients, they pay us a yearly retainer instead of a per trip booking and have a private email and 24/7 phone access to us (while traveling).

    Chuck Flagg
    The Flagg Agency - a Cruise Holidays franchise
    http://www.theflaggagency.com
  • Wow, wow, and triple wow. I can't believe everyone who purchases through Amazon. I do almost everything online; from paying bills to purchasing gifts. I have never, not even once, purchased anything from Amazon. What is even more embarrassing, and i will admit it here to the world wide web, is that I use Amazon's other services for selling.

    I have always had my own business and support the smaller boutique type websites but I will start looking for some deals on Amazon. Thanks!
  • DSK
    It's so entertaining how you people don't realize the obviousness of how you constantly promote your lame friends in the business.

    It really hurts your cred.
  • What's lame is using an anonymous name to take a swipe, but I digress.

    None of the mentioned places are clients. I have a full page of disclosures at http://www.chrisbrogan.com/about
  • Michael Kaye
    Not just lame, cowardly.
  • The questions that this comment raises that I think Chris should answer to protect his cred are:

    1. Are the owners of sites he recommends his friends?
    2. Are the owners of sites he recommends his clients?

    A simple disclosure works fine, "I’d go to Savvy Auntie because my FRIEND/CLIENT Melanie Notkin.

    Furthermore if I were Chris and did not have a personal relationship with Melanie, at the risk of not entertaining DSK, I'd mention that too.

    Now I have 2 questions for DSK:

    1. Who are "you people?"
    2. Do you have an ecommerce site that you want Chris to plug or are you a digital marketing expert competitor Chris's.

    Disclosure: I am not digital marketing expert. I have never met Chris or DSK. I am is the adventure travel business in Costa Rica. I just started a blog and I have been following this blog to figure out how to do it. I actually visited the blog to see the format for handling comments and couldn't resist weighing in.

    And now that I have gone this far I'd love a plug for my blog http://www.vacationtimeisprecious.com/ or my website http://www.costaricaexpeditions.com/wl3/index.php
  • No need. I cover disclosure on my about page.
  • Michael Kaye
    My bad. I didn't notice the the reply to DSK or scroll far enough down on the About page.

    Seems like the take home is, "this entire 'disclosure' issue;" You're "on that."
  • kat
    i think his "cred" would be better off if he *didn't* bother answering these questions
    truly people
    this entire "disclosure" issue?
    we off that
  • I'm knew at this. Chris is the expert and the co-author of a book on trust. Perhaps he could do a post on the "entire 'disclosure' issue."
  • cathmary
    I've been Xmas shopping at amazon since Dec 1997 back when many people were fearful of online purchasing. Amazon made me feel safe (plus my experience working in retail and having had many a customer's credit card # in my hand -- had I been a thief I could've done plenty of damage.)

    I agree w/ Mark Dykeman (it's risk-aversion as well as simplicity) and Steve Woodruff (it's familiarity and breadth). And, for me, it is also about the price. E.g., I can flip through a book in a brick & mortar Barnes & Noble, like it, get on my BB and order it via Amazon. No shipping costs, no sales tax and a better discount. But I still do buy from Barnes as well periodically -- I feel I "should" as I sat down in one of their easy chairs and kicked back for a 15 minute read.
  • First, I love what you've done with Thesis. Glynne's Soaps is a great example of how a small eCommerce business can use social media to build a network of loyal customers and brand evangelists, not to mention link building (hey, it worked on you!) and trust. I'm going to follow them awhile and get some pointers for my wife, who wants to sell her homemade purses made from repurposed fabrics. Good stuff.
  • You can pretty up your website with the nicest graphics, the most eloquent speech, or the flashiest features, but if there's any friction getting to the cart, you've lost your sale.

    Amazon is great if you know exactly what you want (late in buying process), or are looking for reviews while researching a product. Their checkout is second to none. I also like the support Zappos provides, because how else can you buy shoes you've never tried on?
  • Bob Lee
    Amazon's deal alter is great way to shop. I want to purchase "Flip HD" and and shop for more than month. Finally purchased last week for $119.00 when Amazon's deal alter system send me the noticification of 12 Hours sale.
  • Great post Chris. The idea that price is the ultimate determinant in purchasing doesn't always hold true.

    A few years ago I got a peek at a survey about how people shop for books. Now, books are essentially a commodity at this point and many believe that it's all about price. Yet, the survey showed that less than 50% of people did price comparison shopping on books.

    In addition, each time I ask people if they do a Google search for online coupons or promotions prior to purchasing I usually find most ... don't.

    I believe it usually comes down to simplicity and perception. If it's easy to buy and you think the price is ... appropriate, then you'll buy on the spot. It's only when the buying process (in it's entirety) is difficult or when the price 'feels' wrong will you seek out alternative.
  • Vicki Gustafson
    I hope the other 10% was spent supporting your local small businesses.
  • That's the whole point of the article, Vicki. It doesn't matter if you're small or local. You have to earn it. You can't just accept that by being small and local, you earn me. Make sense?
  • Concur'd.
  • Chris

    Thanks for your kind words! We love social media almost as much as we love you! Happy Holidays to you and your lovely family!

    PS (shameless plug) Threre is still time to receive your Christmas order! We will be shipping tomorrow for Christmas delivery. Use coupon code 'chrisbrogan' and receive a 10% discount on your entire order.
  • Exactly right. The user experience trumps everything else. Every time. The problem with most e-commerce websites is that they develop the sites with what they want you to do, or what they "think" you want to do. Rarely, do they know what you want to do. That is where sites like Amazon take the lead. They go to extremes to apply metrics that allow them to taylor experience to your needs. By allowing you to get what your after and get out they are almost guaranteeing that you will return at sometime.
  • I did about %95 of my Christmas shopping at Amazon. I would add convenience and trustworthy to simplicity for reasons to shop online. In fact, Amazon does have almost everything I would buy for anyone, yet another reason.

    Trust is the most important factor for me - another good trust example is NewEgg. If you are going to sell me something I have to know I can trust you will deliver what you promised. And give me a way to contact you should we have problems.

    Thanks for the links. I'll promptly check these out.
  • bkjrecruiter
    I think you are 100% right...

    Chris I wated to personally thank you again.... I read your posts and then I go and implent new ways to "serve" (This life is ALL about serving others) and my Engineering/staffing busines sales a growing because of it....

    And most important.... I am NOT spending my hard earn money anymore on goods and services that are noe striving to serve my consumer needs...

    GOD Bless you and yours this Holiday season!
    Brian-
  • You are correct, Amazon does this exceptionally well. Simplicity can improve customer experience and lead to actual sales. Mark Hurst has spoken about this for over ten years...these ideas are more relevant now than ever. In a world of endless choices, in life or in business, simplicity wins.
  • I'm a big supporter of the little guy, both online and in the brick and mortar. But I'll confess to my own hypocrisy here, having set up an aStore as an Amazon affiliate. Wondering, even though such as mine and other affiliates are powered by and actually just another front for Amazon (same format, same process, same company, powered by, etc.) would that still seem more iffy than the same purchase made if directly from the http:///www.amazon.com/whateverproduct in the address bar?
  • I am a big fan of Amazon as well. And of Amazon Prime. They make it so quick and easy. At the same time, some people love to shop in a store.
  • Chris you hit the nail on the head! I just wrote a post last week about the need for companies large and small to come up with their USP or EVP.
    Unique Selling Proposition or Extra Value Proposition. Some companies actually have both. But unless they craft it into their companies branding and mission statement, it usually gets lost after they do business for a while.
    This concept has been around for ever but it definitely needs put in the front of your companies efforts. Like Amazon, Zappo's, Apple and many others it will make a giant difference down the road. It also works even if your company is small.Even if you have a lemonade stand you have to tell the word WHY they should be buying from you!

    :-)
  • Merry Christmas and Happy New Year to you! I hope that 2010 will bring you even more success, good health (the most important thing - and no store, not even Amazon sells it *grin*) and much joy!
  • Katie
    Simplicity is a style Chris, not an emotion. :-)
  • Yeah whatever. : ) (Of course you're right)
  • In my capacity as a team member of 1000 Markets, I watched your presentation in France. Great job. Nice shirt.
  • Chris, this is so on target! It's just not enough to be "handmade," that's only the beginning of what's important. God is in the details of specialization, differentiation, added touches, promulgation of best practices and ideas, and so much more. And the joy is in the journey!
  • I think its important to take this train of thought further into social media and interactive marketing. How is simplicity defined in those systems? People have access to so much content, you must offer not only a good product, but a simple way for readers to interact with it.
  • remarkablogger
    Simplicity is an emotion? I had no idea. ;-)

    Amazon one-click is devastatingly simple, though. And Amazon gift cards are great for when you don't know what to get someone, they can get just about anything they want.
  • jm101699
    You hit the nail on the head; even at my own company one of the largest electronic component distributors in the world - to get things done - it's like pulling a teeth. While you see companies like Amazon, Zappos that just make so simple that it almost unreal.
    Walmart is chasing down Amazon with lowest prices- however still the experience the level of simplicity is not even close.
  • Chris,

    Good points, and while you do refer to a few other reasons to shop somewhere other than making it 'simple', simplicity is certainly not the only criteria for a shopper to shop somewhere. While simplicity or 'ease' is certainly an important criteria for the way one likes to shop, there are other equally important criteria that factors into how people like to shop. We refer to a model that uses the 4 E's - Easy, Economical, Ego, and Experience. Sometimes you may go somewhere out of the way, crowded, and not necessarily easy, but may provide you with a great experience. The Apple Store comes to mind - while shopping there is still pretty easy, its certainly not as easy as buying online - so why do people go there? For the experience. Some may skip Amazon's simplicity and go to Walmart or Price Club if they can save a few bucks, 'economical'. While others may choose to spend $4.50 on an expensive Starbuck's Latte, if they want to treat themselves, satisfy their 'ego'. So, basically one shopper might shop in a variety of places depending on their mood and what's important at a given time, with 'simplicity' being one of them.
  • Thanks for the thought provoking challenge. I really like how you featured Gayle and Jennifer as an example of someone who you would buy from because it feels as though your purchasing from a friend. I really think that the relationship that you're talking about there is one of the keys to really being successful online. Thanks.
  • I love Amazon as a tool for ideas, like their recommedations, Always helps to find something interesting. It's too bad that the customer reviews seem less reliable now. My second year of Christmas shopping at Amazon.
  • For the last several years I've done all my Christmas shopping on Amazon. Last year I started too late and had to go to the stores, which only reminded me why I prefer Amazon! The Amazon Prime shipping option was genius.

    I think they were pretty early into the whole "Web 2.0" game too, with the heavy use of customer reviews and lists.
  • dhnaves
    as always, chris.. you're right on the money with your posts. couldn't agree more. that's all we think about here, at local marketplace: adding in the "reason" to buying from a specific merchant.

    we say:

    "Think Local :: Sell Global!(tm)"

    http://local-marketplace.com/ | http://www.auburn-marketplace.com/

    keep it coming, chris.

    cheers!
  • Well, there is the fact that the Wal-Marts and Amazon.coms of the world don't carry EVERYTHING, so product specialization and exclusivity is always a factor. You also can't forget that price is much more critical than simplicity to some people. For many years Wal-Mart (the bricks and mortar version) was seen as the best compromise.

    But, of course, you're right about the main point: there needs to be a compelling reason to get our attention and shopping dollars, whether the old marketing or the new marketing.

    When I read through your post, though, it seems to me that risk-aversion was a much of your motivation to buy using Amazon.com than simplicity. As you wrote, "There wasn’t much left to chance."

    Risk-aversion could also be a powerful draw, though not as positive as "simplicity".
  • You nailed it for many I think. Nothing drives me away from a smaller online store and to the big guys like Amazon that not being able to find what I want. Sometimes the search functionality isn't there. Sometimes the navigation isn't navigable. In those cases, I'm off to Amazon.com. It's about simplicity and being able to actually find what I want fast.
  • Amazon's simplicity is always a major draw for my shopping dollars, along with its sibling virtues, familiarity and breadth - all of which have earned loyalty.
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