That’s An Interesting User Scenario

Lowe’s has some interesting user scenario action attached to its e-mail campaigns.  I cannot imagine they thought that this path would actually increase conversion rates.

  1. Offer a free dump trailer image in the e-mail:

    Free dump trailer!  I don't know what it is, but it's free, so I want it.
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  2. Clicking it takes you to a store locator page, where you enter your ZIP code to find a store near you:

    Find your store.
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  3. Pick your local store from the table listed:

    Step 3: ?
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  4. Now, show the user a page to guide them through Lowe’s Web site.  Not what the user clicked in an e-mail.

    Profit!  Or abandoned sessions, which are more efficient and less processor-intensive than actual user sessions.
    Click for full size

I think it matches the Lowe’s Web site and business model, where you can’t order it online if it’s not available from the store you selected. Even if the store two miles further has it.

But, hey, who am I to tell you how to run a Web site or business?  I am QA: I am only here to tell you you’re doing it wrong.

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