Breaking your promises and forcing customers to think like you makes for poor conversion practice

Sometimes you go to a website and you just know the business hasn’t got a clue. They’re doing everything so wrong, you don’t even know where to start. There are also those times you go to a site and think, on first inspection, that things look pretty good.Until you start dealing with the site’s process. In that moment you realize appearances can be deceiving. That’s why, through the use of personas and wireframed scenarios, we always make sure our clients are getting their processes squeaky clean first. It’s basic Horse Before the Cart 101.

Our friend and colleague David Cross was trying to buy a long sleeved t-shirt from a company called C&C California. Here’s what happened.
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