Lands End – Figure How to Buy Something

FigureouthowtobuythisThis is an actual full length screen shot from Land’s End.  As a follow up to a previous post on the Grok conversion newsletter I found I had to post this as well.

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.

GROK Newsletter on Conversion Rates – PR without Conversion

GroknewsletterFuture Now out of NYC, who I know through Bryan Eisenberg who is our client with The Web Analytics Association, has a great newsletter on conversion rates.  You can sign up on their site at http://www.grokdotcom.com/ and the latest conversion rate newsletter was just released.

You may also want to check out the Eisenberg’s book A Call to Action which is also about web marketing conversion rates.

My main point is that driving traffice to your site through PPC or regular search engine marketing doesn’t add a ton of value if you don’t CONVERT that traffic.  While at a high level the web marketing fundamentals article definitely stands, at an incremental improvement level you can’t beat the detailed analysis of a conversion rate specialist (or become one!).