One of our clients, an award-winning Scottsdale children’s book author, was recently on a popular midday TV show promoting her book and a backpack special to include the book, puzzles and other items. Two weeks later she had not received a single backpack sale.
A librarian in Mesa then contacted the author to let her know that she had been trying to buy her book from the website but kept getting an “internal server error.” What was going on?
We investigated further and discovered the backpack sales page had been visited 50+ times and there were also “abandoned” carts for other products! Working with the website designer we identified the issue, tested and retested the check-out process, and now the check-out process is working properly.
Problem is, those customers wanting to buy are long gone and this also begs the question: How long had this been going on? How many people had tried to purchase but gave up? If it wasn’t for this librarian reaching out we may not have discovered this issue for sometime.
If you are selling a product from your website, make sure to check your “check-out” process for each product frequently. If you are implementing a marketing campaign and results are not showing, investigate your website.
- Is it easy to navigate?
- Does it have a clear and compelling call to action?
- Is the check-out process simple and, more importantly, does it work?
Test the online sales process yourself and have friends give their feedback. Make everything as streamlined as possible. If product check-out is cumbersome or confusing it can make customers “give up” on the buy.
We live in an Amazon world of seamless online buying - people are expecting an easy way to purchase. Keep it simple and check the check-out.
Questions? Call us today at (602) 466-3333 for a free consultation.