I literally could NOT find a "buy now" or "purchase" or "add to cart" button anywhere on the detailed view page of the Lands End site. It might be there, but I can’t see it. I got to the page from a quick link from a catalog, so my bet is they want me to call so they can upsell me. But I don’t want to be upsold, I just want to buy it.
Finally I found the "Catalog Quick Order" link on the lower left and was able to make a purchase by retyping in my code. But it took work, and making users jump through hoops can’t be good for your conversion rate.
While making this post I went back to the page, I wanted to be sure that I wasn’t missing anything obvious. I was missing something, but I don’t think it is obvious. There is a small text link that says "INSTRUCTIONS: Click color for larger view. Click size to select item." See it? Right above the sizes? I know why I didn’t click them, because I wanted white and there is no white swatch of color even though the main image pictures a white robe.
In Land’s End’s defense, perhaps I should take such a critical eye at our own user interfaces more often.