The newest issue of High Rankings Advisor’s newsletter had another excellent article by Karen Thackston about how poor ROI can be related to navigation and site flow rather than poor copy.
She gave the example of a site selling custom handbags. The copy was excellent and the photos “gorgeous”. But when a buyer got to the “get a quote” form there were several questions that required the potential buyer to write out in detail what they liked in fabrics, handles, and any accessories desired. Instead of giving the buyer sample ideas of what could be crafted, the site relied on the buyer’s ability to write detailed descriptions.
If you’re like me, you may not know what you want until you see some examples of what can be done. In this case, states Thackston, this isn’t a case of poor copy, but rather poor sales process flow.
Excellent article, as always, and well worth the read.
