Marketing Blog

After discovering that the desired product was unavailable through the store I had originally purchased it from I was told I could get it from the supplier directly. Because it was Saturday and they were not open I went to the website. After a bit of research I found the product. The bad news was it was a mere three hundred dollars. This was about four times what I thought it would cost but I needed it and was prepared to spend whatever was required.

When I tried and I emphasize “tried” to use their shopping cart the trouble began. It took three attempts before the shopping cart recognized that I had indeed given it the quantity of the product to be purchased. The fact that I was patient enough to keep trying is more of a reflection of my personality than of the good feelings or trust they had generated. The next problem reared its head when I tried to checkout. I kept being redirected back to the order page. After the third attempt I went to the contact us page. I filled in the information concerning my problem placing my order with my contact information.

Problem number three; I still have not heard from them. I did not even get a notification email that they had received my email.

Could you be guilty of the same thing? How often do your test your processes? Is it easy to buy from you or do you make it a challenge? Do you have a clear idea of how long it takes your customer to go through your sales process? Is each step smooth and simple to do? Are all the steps necessary? Could you streamline it so that the time is shorter between impulse to buy and purchase completed?

Who should test your sales process? A friend of mine was showing me his new website for selling his product. I asked him if he had tested the website and processes for ease of use. He said his web master tested it. I told him there was a flaw to that strategy. That is like hiding your own Easter eggs and then being proud at how quickly you found them all. I recommend you have a couple of your less tech savvy or internet sophisticated friends test it for you. Get feedback on how easy or difficult it was to find what they wanted and complete the purchase.

Building a profitable small business can be challenging enough. Do not let a clumsy or blocked sales process rob you of your profits.