Denny's Zinger: The Holy of Holies—Your Order Form
When your customer orders, the following rules are sacrosanct:
"Make it easy to order." —Elsworth Howell, President, Grolier Enterprises
"The order from should be so simple an idiot can understand it." —Malcolm Decker
The Idiots: Duncraft (Not Me)
I have a bird feeder in the back yard. eBirdseed.com is my usual supplier.
A year or two ago the great catalog guru Susan McIntyre told me she prefers Duncraft.
I tried Duncraft once. It was okay.
But the feeder was attracting sparrows only. I wanted variety.
A Duncraft catalog arrived and I found a variety packet of seeds to attract myriad birds—hulled so our little patio would not be littered with grungy seed pods.
I went through the entire process of ordering—right down to credit card and where to deliver if I'm not home.
When I clicked on "PLACE ORDER," up popped a nasty little red notice:
Please correct the following, then try again.
GO TO ERROR. An account with this email already exists.
"You may need to re-enter your payment information below."
Hello again eBirdseed.
Takeaways to Consider
- Do not allow young amateurs to screw up your order processing.
- Always use a direct mail trained copywriter.
- When designing an order mechanism, always play "What if..."
- IF the customer has ordered before and doesn't remember... and IF the customer has given you ALL THE INFORMATION (including highly confidential credit card account number), the send the effing order!
- Think of the customer, not yourself.
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