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Summary
In this talk, Erin tells stories about the lessons she brought with her from brick-and-mortar retail into the world of e-commerce. She draws parallels between what we do building digital products and what shopkeepers of yesteryear have taught us (and likely forgot). She also shares some fun experiment examples that were inspired by serving customers face-to-face in a physical shop.
Key Insights
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Physical retail concepts like window displays and signage translate to homepage and landing page design in digital products.
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Experimentation is the default approach—treating every product change as a test is key to learning.
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Opening product search results in new tabs reduces user anxiety about losing their place, dramatically improving engagement.
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Visual cues like color choice in price strikeouts affect user perception; red conveys sale better than green in many cultures.
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Providing universally accessible promotional deals (like coupons) avoids users feeling left out and reduces abandonment.
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Fast-moving, low-cost items ('IKEA candles') strategically placed in stores can prime customers to buy more.
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Accessibility improvements, like color contrast for colorblind users, are both ethical and profitable.
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Localization teams adjust site elements (color, language, motivational content) based on cultural preferences.
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Lazy decisions in retail, like making high-priced items inaccessible, decrease purchases; digital equivalent is poor accessibility.
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Genuine personal recommendations integrated near products boost user trust and conversion.
Notable Quotes
"Experimentation is your default, your exception is not to experiment."
"We are the shopkeepers of today, just behind screens instead of physical counters."
"Google is the digital equivalent of the local shopping mall or the main street."
"One of the most profoundly impactful experiments was simply opening links in new tabs to keep users anchored."
"Color is highly subjective and culturally relevant; there are no fast rules for how to use it."
"Accessibility isn’t just the right thing to do, it’s also extremely good for business."
"What is your candle? What’s your low-price, fast-moving consumable good that can prime customers?"
"People really connect with other people, even through screens — genuine recommendations matter."
"You have to question everything and be willing to learn how things respond when changed."
"Lowering significance levels in experiments can be acceptable depending on traffic and risk tolerance."
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