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Pattern Group G. Advanced E-Commerce > Invite Customers to State Their Needs

Invite Customers to State Their Needs

Another way to provide recommendations for customers is through an interview. For example, on a health and nutrition site, an offer of personalized nutrition recommendations might lead to a short series of questions, asking about the customer's family medical history, eating, and exercise habits. After answering the questions, the customer receives expert health and nutrition tips, and personalized product recommendations.

The same method could be employed on almost any site where the products are complicated and customers' needs vary widely. Employ a PROCESS FUNNEL (H1) that takes a customer through a short sequence of choices. Be sure to keep the process funnel short, and to indicate how long the process will take because customers may balk if there is too much work involved with little perceived benefit. Figure G3.4 shows how Lands' End has customers answer a few simple questions before it provides personalized recommendations.


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