With this being the year of the podcast, I’ve decided that an iPod would be a great present. I check out PCMall.com and I and notice that iPods are all over the homepage. After scrolling down, I select the iPod Nano with engraving.
While going through their sales process I was faced with counterintuitive steps, no status indicators, and no scent. The Calls to Actions on the site are misleading micro actions and there are too many steps to get to the checkout process. This is the only site that I’ve been to that hasn’t taken me to the shopping cart or shown me a message after clicking the “Add to Cart” button. Why couldn’t I have just checked out right away? With all of these steps just to get to the checkout process, how many people are actually going through them?