Updated
November 4, 2022
I like to visualize things, and find that I learn a lot from comparing and contrasting a design problem with similar problems from other fields.
For a website whose goal is to sell a product or service, or to convert users in a specific way, I like the model of a vending machine.
The vending machine is designed to be fully automated and self-contained, and to optimize the sales flow.
Lately, AI is making a showing there, and you might find this video useful as context;
The Vending Machine Model
When you look at a vending machine in its simplicity, it easy to see the factors that contribute to its success;
Attract
Capture the intention and interest of as many good prospects as possible;
- Positioning & placement. In the website world this is your SEO and advertising, both online and in the real world.
- Once it's seen, attraction is about the visual interest factor. Does it look clean and interesting? Might it have something you want? Is its messaging clear?
- Customer-mode factors. Is the person rushing to work, or can they stop and browse? A vending machine on the median of a busy motorway, or at the entrance to an ER isn't likely to make a lot of sales even though potential customers are frequent.
Capture
Make the person want to stop and examine the options;
- Clean & attractive
- Fun / gamification
- Easy to understand, and to operate
- Easy to determine what the machine offers, and easy to browse the attractive catalog
Convert
Complete the sale;
- Easy to purchase
- Supports the simplest transactions possible, like NFC phone tap
- Instant gratification, you have your product or confirmation of the sale right now
