Why do some companies bid on keywords for products they dont even sell? Or fail to provide the b
Why do some companies bid on keywords for products they dont even sell? Or fail to provide the basic information people need to make the decision to buy? Heres a cautionary tale-- with a happy ending.
Has this ever happened to you?
Im looking online for lamp shades. I go to Google and click on the top Sponsored Link in the right column: Expo.com. Im taken to their Lighting and Fans page. There are 29 links in the left navigation, but no lamp shades. So I do a keyword search. Products Found = 0.
All I can do is wonder why they wasted my time and their money, and move on to the next ad.
Close, but no cigar.
Clicking on the second ad takes me to a home page with a Shades tab. I click on that and arrive on a page with information about sizes and a link to the lamp shade collection.
I start browsing and find one Im interested in. The text instructs me to Click on lamp image for detail. I guess they mean lamp shade image. I click, and to my surprise, I see the exact same thumbnail I was looking at, but now I have four color choices and an ad to cart button.
OK, Im a designer. I can appreciate subtlety. But whats the difference between White, Off-White, Beige and Coffee? All this site shows me is a little grey photo-- but Dirty isnt one of the color choices.
I see the toll-free phone number at the top of the page. I call (during their normal business hours) and get voicemail. They say my call is very important to them, but Im not so sure...
Third times the charm?
Back to Google, click on another ad which takes me to a page with lamp shades (YAY!). I can sort by nine different criteria, but even so, I dont see exactly what I want.
Theres a link to talk to a lighting consultant. Im skeptical, but I call. Someone answers the phone! I explain what I want and Im told I need a custom shade. This company doesnt make them, but the consultant refers me to two other sites where I can order custom-made shades.
Even though I didnt find what I was searching for, I really appreciate this experience. Id be happy to return to this site and do business with this company in the future.
The moral of this story.
Have some respect for your customers. Think about their needs and do everything you can to meet them. If youre advertising a product for sale it should be available on your site. If you expect people to make a choice, provide the information and pictures they need to feel comfortable making a decision. And even if you cant make the sale today, you can and should offer a good customer experience because theres always tomorrow.
