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 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!).