I recently participated in a round table sponsored by Barclaycard Business discussing the importance to e-commerce businesses to plan and understand their customer journeys. You can read more about the round table here.
We discussed numerous topics. But one we agreed upon was the need to simplify the experience. Customers aren’t willing to figure out your site – if it’s not easy, they’ll abandon their purchase.
You might think this is a no-brainer. But, if so, why do we still have websites that make it hard to buy, with buried “Buy” buttons, or page after page of information required before completing the transaction? If we all want to make the journey easier, why are so many still so difficult? Read more