Website Offered Search Capacity, But Lacked Suggestions
Earlier this week I visited the website of a Canadian store hoping to get an idea what was selling in their market. Unfortunately, I was unsuccessful. While the site offered the opportunity to search for various types of merchandise, there was simply no possibility of browsing. I tried various options in search of categories, but came up empty.
For better or worse, that’s why we publish a chart. Visitors to our site are guaranteed to see, at the very least, the names of 40 books that other customers are choosing. I don’t like charts, but on this particular day, our non-interactive site that does no commercial selling was advertising about 28 more titles than the site I visited. It reminded me of visiting stores when they were closed and looking in the window and being able to see giftware, but not a single printed volume.
People want suggestions. A chart is the very least you can do, and if you don’t have detailed data, walk around your store with a clipboard and when you’ve got 40, number the list and post it!