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At about this time, I could hear voices in my head (no, not THOSE voices) screaming: "Abandon cart! Abandon cart!"
Which is just what I did.
This isn't just a silly little story about me being a cheapskate. There's more. If you sell anything online that has to be shipped, pay close attention here...
"Shipping And Handling Charges Deter 63 Percent Of Consumers >From Buying Online..."
"...Survey reveals that 73 percent of consumers evaluate total price of products, including S&H, before making an online purchase."
"...Companies that are profiting on S&H run risk of increasing distrust among consumers."
"New research indicates that weight-based shipping and handling costs will minimize merchants' and consumers' risks"
[Source: Jupiter Media Metrix Press Release - go read it: http://www.jup.com/company/pressrelease.jsp?doc=pr010611]
Moral of story (Get it? "moral" - Christian book store, ah forget it...)
"Don't judge a book its cover." (sorry, couldn't resist) Or...
"What you're selling and what prospect thinks you're selling are often two different things." Or...
"The customer isn't stupid. If you're using shipping and handling charges as a mini profit center for your online biz, you're not fooling anyone." Or...
Enough. I think you get picture.
Please Note: I am not implying that this company has intentionally created a S/H profit center or is trying to milk their customers. Perhaps they just need to take a closer look at their S/H system (similar to CDnow.com - see press release above).
Maybe you do, too.
PS - The store is Booksamillion.com. It's a nice-looking site with great prices and a huge selection. I expect I'll give them a try in near future. (I'll just be sure to order really heavy books and get my money's worth.)
Wishing you much success...
Joe Chapuis is a self-employed internet business consultant and online publisher who swears he'll never work for someone else again. His free report: The 10 Commandments of Online Success™ and free email newsletter will show you how to get "amazing results online, fast." Subscribe Here » » » http://RequiredReading.com