Every year I see all the snowboard companies update their websites and make them look all snazzy with interactive photos and videos, but I rarely see much change in actual useful information.
I love beautiful websites as much as the next person, but why isn’t there more focus on actually making the websites more useful to customers?
Why no boot width measurements/scale?
While you should never, ever buy snowboard boots without trying them on, I can’t help but wonder why no companies list the boot width on their website.
Every smart snowboarder knows that the best boot is the one that fits your foot and the only way to find that out is to try on a truckload of boots in the store until you find one that fits perfectly.
To do this you usually narrow down the selection a little by looking at boots that have the flex you like and with a width that isn’t too wide or narrow for your foot.
The width between two boots from the same company can be very different, so why not list width sizing and make it a little easier to narrow down your options to boots that at least have the right rough width for your foot.
While we’re on the topic…
I really don’t get why companies spend so much money/time on updating their websites to look snazzy without putting more focus on just making the sites more usable for beginner snowboarders.
When I look at the product pages for a lot of snowboard gear, half of the descriptions are just hyper marketing lingo that add nothing but confusion because according to their descriptions it seems that every feature on every product is the greatest invention ever.
How do you expect people to pick between two snowboard products with 2 similar features when both the features just say the equivalent of ‘this feature is awesome’.
That’s what leads to beginner snowboarders looking at products and having no idea which is better, which means they get confused and put off the decision and end up not buying your product because they can’t make a decision.
I’m not just saying this for pure usability either, it’s also good on a sales and marketing standpoint because customers who feel they’ve found the ideal product for them and can make a clear choice, have been proven to spend more money.
If they actually had useful product descriptions, snowboard companies would make more money AND customers would be happier because they could find the ideal product for them.