E-commerce Insights: 19 Ways to Suppress Online Sales
16. Forget about your catalog. Supporting catalog quick-order numbers isn’t worth the effort. It’s not like some user is sitting in front of a computer with your latest mailing, ready to type a SKU into your cart to make a purchase.
17. Forget about your contact center. Don’t clutter every page on your site with your 800 number. If a user can’t find the information she needs on your Web site, she probably wasn’t serious about placing an order anyway. Focus on your Web site’s conversion ratio, not more total sales for your company.
18. Ignore data. Buy an expensive analytics package, but don’t invest in the expertise to understand what it tells you. (Note: This alone actually won’t lower conversion, but at least it’ll ensure you won’t raise it.)
19. Never shop your site as your customer would. Instead rely on third-party research only.
Of course, if you want to improve sales from your online channel, you’ll do none of the steps outlined here. For books and online resources that can help you improve your site, there’s a list of our favorites at www.rimmkaufman.com/cs-usability. May you have great success making your site the best it can be.
Alan Rimm-Kaufman, Ph.D., leads the Rimm-Kaufman Group, a service and consulting firm specializing in search marketing and Web usability. Larry Becker directs the firm’s Web usability consulting practice. They can be reached online at www.rimmkaufman.com.