Are consumers hacking your product content?
Hacking has been a growing subject over the last few years, there’s obviously computer and site hacking, social and email account hacking, growth hacking and even bio hacking (Biohacking is a fairly new practice but in short “do-it-your-self biology” Wiki link).
By definition – and I quote “Hacking is the gaining of access (wanted or unwanted) to a computer and viewing, copying, or creating data (leaving a trace) without the intention of destroying data or maliciously harming the computer”
So with the growing popularity of hacking genres; I would like to start a new genre here and now, of “Product Content Hacking.” Granted the genre name isn’t very catchy and needs working on, but what I mean by this is consumers engaging and interacting with product content in a way it wasn’t originally intended.
Examples of this are as follows:
- Pinching product images larger to take a closer look of the detail in the product.
- Copying product images and saving elsewhere
- Copying product copy and saving elsewhere
- Watching site videos in YouTube (as we know there’s a whole host of distractions there) to see viewing figure and popularity of content
- Fast forward and skipping product video footage
- Inferior experience with 360 and Spinning too quickly due to frustration
So join me in starting the new hacking revolution “product content hacking” and feel free to submit to Wikipedia…maybe not.
But whilst UX, UI, ecommerce and retail product content professionals are becoming more aware of how consumers interact with content (as intended or otherwise) what can we do to help consumers receive the product information they need?
Examples of how you can reduce hacking:
- Qualitative research looking at customer’s interaction with your own and competitor content mobile (android/iOS), tablet and desktop)
- Render higher quality images when images are pinched larger (CMS allowing)
- Clearly signpost videos allowing for viewing with purpose
- Benchmark rich media experiences
- Offer image downloads with additional content (copy / existing images appearing in the carousel)
For me this is less about UX and UI and more to do with clarity. Clarity of the product information retailers and ecommerce businesses are presenting on page. If it falls short of expectations, consumers either leave or needlessly work to gain the appropriate information and content experience they want.