Make your webshop like Schiphol Airport

Your webshop depends on traffic and lots of it.  However, traffic is very difficult to manage.  Schiphol Airport excels in helping people find their way (wayfinding) and creating a good user experience.  You can learn from their example.

Wayfinding consultants Mijksenaar designed the Schiphol wayfinding system to reduce passenger stress. Passengers receive the right information at the right moment to make the next step of their journey.  As a result, they never feel lost.

Developing a wayfinding system starts with the Expert Walkthrough.  The wayfinding designer walks every step the passenger does from the parking area until boarding the plane.  The designer makes sure all signage is clear, comprehensive and consistent. Passengers trust they will be on time for their flight.  Since they are relaxed, they are more likely to enjoy the airport’s shops and restaurants.

Like the airport, your webshop needs to create an experience where customers feel relaxed. You must present the right content at the right moment to help them in their shopping journey.  For example, good product descriptions and reviews help customers make informed decisions.  This puts people at ease and makes them feel confident with their decision.

Do your own version of the Expert Walkthrough and make the same journey as your customers – from home page until check out.  Your customers will begin and end their journeys in different ways so you need to plan for all possibilities.  If there’s something in your process that limits conversion, then you can discover what it is.

Schiphol’s focus on good customer experience has led to several awards.  Your webshop may not win any awards but if you stay focused on your customers, you will certainly be moving in the right direction.

Like this post?  Share it.  Written by Don Seidenberg.