What Retailers Know About eCom That Most Manufacturers Don't

If manufacturers are going to implement a Where to Buy solution they should look at successful retailer Web sites to figure out how to do it right. One of the biggest mistakes manufacturers make with Where to Buy is allowing the consumer to become distracted.

Look at Amazon for example. When you first show up at Amazon there are all kinds of ways to search and navigate the site.

But once you show your intention to buy, all of that search and navigation goes away. They only thing you can do easily is continue down the path to buy. No distractions.

The simple lesson here is not to put things in the way of the purchase. Once a browser says they want to become a buyer don't include navigation to other areas of your site. Don't distract them from the purchase.