Packaging dilemma
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I added an option to select packaging on one of my fairy cards. Then I ran a survey on social media about it. The results were mixed.
Some of that is because Etsy is counter-intuitive for UX designers. Specifically as a UX designer I don’t want to give users options that cause friction in the buying process. For example when I was at PayPal the checkout designers created a beautiful animation for use in the checkout process. Even though it lasted fractions of a second, it increased drop off. In fact it cost the company millions and was removed within a few weeks.
But for Etsy shoppers, having options is part of what makes shopping on Etsy feel special. They also strongly prefer Etsy stores that make receiving and opening an Etsy package a delightful experience. This is shopping as recreation, and not utilitarian at all. “Don’t make me think” does not apply.
There’s a cultural aspect to packaging too. As a European, I like it when packaging is recycled or recyclable and I’m willing to pay a small fee for that. Whereas many Americans prefer their packaging to be pristine. They may also expect recycled or recyclable packaging to be cheaper than the new option. But in fact recyclable packaging is more expensive for me to buy than fresh-from-the-refinery plastic.
There are four ways I could solve this dilemma and I would love to hear your opinions about it. I’m linking to example listings for the first three potential solutions.
Lean into my green ways and add a line about recycled/recyclable packaging in item descriptions. That way people know what to expect and can self select.
Always package in new plastic, because it’s a safer bet for most people. This is what I do now.
Give people (potentially confusing) options about packaging.
Work out a compromise, e.g. by adhering a printed paper sleeve to recycled plastic packaging. That way people feel good about it even though it’s not pristine. Not everybody is going to be receptive to that message of course.
I’m leaning toward the last option and also toward baking shipping into the price of my products. Many people love free shipping, even if it makes the item a bit more expensive. Would love to hear feedback on that too.
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Comments
I’m experimenting with allowing comments because I really want feedback on my packaging dilemma. Feel free to weigh in here or on the social media post that brought you here. Looking forward to hearing your opinions!
