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Ed's Comments: The below article is taken from the I-Sales Digest and
reprinted with the author's permission. This article by Jane Shafrin is one of those rare
articles that questions the basic "accepted fact" that shopping carts are
necessary for a site to succeed. Instead of blindly accepting what she was told by the
"experts", she did some research and asked her customers what THEY wanted.
The answer will surprise you.
==> TOPIC: THUMBS DOWN ON SHOPPING CARTS
From: Jane Shafrin <janey@beadsbymail.com>
Fellow I-Salers:
A few months ago I asked for some help from I-Sales on whether to implement a shopping
cart for my web site. Thought you might be interested in what I did as a result but first
let me THANK YOU for all your valuable assistance. I just cannot believe the power of this
group! When I asked the question I was unaware of all the requirements for a shopping cart
but had a vague idea. Now, thanks to you all, I am "with-it" ... and I have a
folder full of info and good leads. (Talk about data to information to knowledge to
decision!)Since I could not make up my mind as to whether to implement a
shopping cart, I went to the well and asked my customers and opt-in newsletter subscribers
to vote for or against a shopping cart on the site. I explained that if a shopping cart
system were implemented it would be convenient for them but would necessitate my raising
prices across the board. It would also interfere with the experience of chatting on the
phone or via email. It would require software, database technology, complete redesign,
etc.etc.
The vote was 3 to 1 AGAINST implementing the shopping cart. (I received about 400
votes.) I found that people value the ability to contact me directly. They had had unhappy
experiences with shoppingcarts that posted erroneous charges to their credit cards and
otherwise messed up. Many of them said the shopping cart did not save them that much time,
and they found it easier to call me and dictate their orders over the phone than to police
the shopping cart. They also felt safer giving me their credit card via phone or fax.
The most frequent reason for voting against was that they would miss the personal
involvement with "the merchant", not that prices would rise ... Also I got
wonderful suggestions that I was able to implement very easily such as releasing my 800
toll free phone number which I had not published on the site previously. I also added a
brief explanation on the home page, at the bottom, which explains why there is no
cart/online ordering.
Yeah, I can hear you saying "But she didn't get a vote from all the people who
left her site because it has no shopping cart ... " Truly I don't know what kind of
biz I am losing by not having the cart. What I do know is that I am one person and I
realized I could not find the time to implement the cart with the most appropriate vendors
for my situation, and fulfill orders, and write a newsletter, etc.
Oddly enough, people who voted against the cart took the time & trouble to explain
why. People who voted for simply said yes and signed off. Is that also a significant
finding?
Another reason I am relieved they voted against is because of the loss of control over
what happens during a transaction. It is gonna be hard for me to give that up ...
So now I also have a larger ad budget that I can apply to holiday promotions.
Thought you might find these opinions interesting. I can't thank you enough for your
intelligent support. John, I LOVE your newsletter(s). I urge everyone I meet to subscribe,
even if they are only "just thinking" about a web presence.
Jane Shafrin
See detailed bead & jewelry color photos, prices at Beads by Mail Online. visit
http://www.beadsbymail.com
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