Converting Potential Customers – Into Someone Else’s Customers

How do you convert committed customers into abandoned shopping carts?  Let Stark Brothers Nurseries show you.

First, you get someone who starts loading the shopping cart with plants and landscaping goods:

A shopping cart.
Click for full size

This is for illustration only; if you were a real customer getting ready for spring planting, you might have spent a half an hour choosing different plants and supplies so that your cart contained a dozen items and $200 worth of merchandise.  I did.

Now, click the Checkout button.

A login screen displays:

A login screen, and a fresh start.
Click for full size

Notice anything?  In the upper corner, the shopping cart is empty!

On the plus side, the interactivity separates the committed customer from the customer who tries and tries again and should be committed.


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