Socksbox: Allowing customers to walk away

How information is requested is as important as what is asked for.

The Site

Socksbox is a new online retail site targeting the sock-wearers of France and (“coming soon”) the UK. Stylishly designed, the site gets down to business on a home page dominated by three buttons: Order (“Commandez”), My Account (“Mon compte”) and Collection. Orders can be placed either from an interactive order form, which carries the option to see a product page, or from individual product pages.

However, when purchasers press the command to confirm their final order (“Valider”) they are presented with an Identification page asking for their identity and password. Customers who do not have these are asked to click through to a registration page, where they have to provide name and address details before they can proceed.

The Takeaway

As a new site selling a single but non-exclusive product Socksbox needs to hit the ground running. Not only must navigation be direct and simple to use, it must gather orders quickly. The Identification page is a small but quite unnecessary barrier.

The problem lies not in the information being requested – the company needs it to make a delivery – but in the way it goes about it. The very word “registration” (“inscription” in French) is a turn-off to some people, who associate it with time-consuming forms and intrusive demands. First-time customers should be encouraged to complete their purchase as quickly and naturally as possible. Then they should be asked if they want their details stored to avoid having to give them again next time. Registration would thus be presented as a benefit, not a burden.

Abandoned sales are a major issue for all online retail sites. Small details often make all the difference. By getting them wrong at this early stage in its life, Socksbox is in danger of shooting itself in its elegantly-covered foot.

First published on 20 November, 2003