See also: Hunters and Gatherers in an Online World Gatherers are not ready to make a buying decision because they can not yet differentiate the benefits of one product over another. Website design for gatherers needs to focus on providing the information needed to gently guide the shopper to a product choice and eventually, a purchase. Here are five design concepts to use: Be An Expert Because a gatherer is in learning mode they will repeatedly turn to a trusted source for advice. Websites can develop this trust by presenting the shopper with an “expert” advice section. By becoming a trusted resource for a particular product segment, a website can leverage this trust and guide gatherers to a wise purchasing decision. A website that spans many diverse product categories, such as WalMart, will find it difficult to provide the necessary level of expert advice across all categories. Online stores that remain focused on specific segments of the market will therefore have a built-in advantage in the battle for the title of trusted advisor to shoppers in gatherer mode. (And today’s gatherer is tomorrow’s hunter). Educate A gatherer is learning about products, and the more a site can do to educate the shopper in gatherer mode, the more likely it is they will begin to trust that site for advice. Explaining product features and benefits in terms of their intended use helps the undecided shopper to draw conclusions as to the right product for a particular set of needs. Identify Needs The website must replace the in-store expert, who would ask the customer about their own particular requirements and then offer an explanation about various products and how they might fit the needs of that particular shopper. Sites that can successfully persuade shoppers to answer a basic needs survey, or even match their needs to options available, are in a much stronger position to guide customers on product recommendations and explain why certain products may not be suitable. As with all attempts to gather information, it is important the shopper understands what benefit they will get from providing information about their needs. The site design should ensure this is an optional step, easily skipped by those shoppers unwilling to share their needs. (Don’t forget, needs can be defined anonymously. There is no reason for a customer to have to give their personal details in order to define their needs). Match Products To Needs Identifying a customer’s needs is of little use unless the site is designed to offer product recommendations that are closely matched to those needs. It is very important to offer only the most suitable products. Recommending products that are clearly unsuitable only serves to discredit the “expert” position the site is trying to establish. Unfortunately, this happens all too often on many of today’s sites. Personalize Recommendations By identifying the shoppers needs, site personalization engines can be fed with the data needed to tailor the online experience toward the needs of the individual shopper. When we are offered a choice between two or three suitable products, with perhaps one being recommended above the others, we can make our own buying decision, while retaining the feeling that we have a choice. If only one product is offered, we may decide to look at another site to see what else is available. See also: Hunters and Gatherers in an Online World Synonym Fog: How online retailers are hiding merchandise from shoppers FREE NEWSLETTER, click here | 