The purchase path on our site is ... well ... a little cluttered. (Major
understatement.)Marketing is really stuck on the "throw everything at the
wall and see what sticks" approach to upselling, and all the users we've
tested all resoundingly say the same thing: "It's too busy. There's too much
information. It's really crowded. I want to just get what I need and get
out." And on on.
>From everything I've heard, though, every time the company has put up what it considers a more organized page, sales drop, they panic, the page gets
rolled back, and that's that.
I suspect this is because our repeat customers have memorized the purchase
path and are just flying through it, and that any change in that process
trips them up. New users are mostly where the complaints come from.
My belief is that the changes made previously were too significant - too
much change at once. I believe that if we were to design an end-goal
purchase path and roll it out in pieces - one tiny change at a time - things
would go a lot more smoothly and would ultimately result in a more effective
purchase path. (I also believe that if they hadn't panicked, sales would
have gone back up soon enough and eventually improved.)
The problem is that I need to convince marketing that this is true. So, I'm
wondering if anyone here can point me to studies on these types of issues.
Any insights from your own experiences?