A Classic Case of Shopping Cart Abandonment
While typically this blog is not for venting, this experience is worth sharing. Besides, it’s not so much venting as trying to prevent such things from happening in the future. Preventative e-comm medicine if you will.
As the story goes, I received an email from Barnes & Noble this past Thursday. It had a mystery coupon. By that I mean, you wouldn’t know the amount of the discount until you entered it during the check out process. Too cute (and vague) for me, but maybe it A/B tested well for them. None the less, I left the email in my inbox just in case.
Earlier today while reading CopyBlogger.com I spotted a book that looked interesting, “Success Secrets Of The Social Media Marketing Superstars”. When I visited the book’s web site I noticed the B&N logo, remembered the emailed, did the math and went to buying work. The fun ended there.
Faux pas #1 – Of the five step check out process, the coupon code entering didn’t come until the last step. In fact, I thought I missed it. When I went back and didn’t see it I almost gave up. I didn’t want to get suckered into paying full price. Why should I? I suspect my feelings are atypical, so what does the coupon come last instead of first?
Faux pas #2 – As it turned out, the coupon was expired. The problem was the coupon code was in the lower left corner/area of the email while the mention of the expiration date was in the upper right. In other words, being focused strictly on the coupon code meant I wasn’t going to see the expiration. Obviously another good reason for the coupon being earlier in the process.
How do you say, “Duh?”
The bottom line is, not only didn’t I get the book but I wasted unnecessary time. About the only positive aspect of the experience was the inspiration for this blog post.