Skip to content

Slamming The Door In The Customer’s Face

Slamming The Door In The Customer’s Face

Unlike the rest of the Technology Therapy Group team, I am not a fashionista. I can go days, weeks, months – even years! – without finding clothing or accessories I’m excited about and need to buy immediately. Fashion just doesn’t turn me on like that.

What does get me going, however, is industrial design furniture. And so there I was this morning, just before dawn, cruising through Twitter. There, presented to me was the most beautiful convertible shelving unit/table you’ve ever seen. It had a reclaimed hardwood top, bold black metal structure, and that mad-scientist vibe I just can’t resist.

After a momentary reflection on my child’s recent academic performance and the likelihood of her ever actually making it to college and hence need financial help from her parents, I decided to buy the table. It was 4 am, I hadn’t even had coffee – we’re talking the purest sort of impulse purchase here.

Twitter link clicked.

What I expected: to be brought immediately to the awesome table. I was ready. I was eager. I have my credit card number MEMORIZED, people.

What I got: a form that prompted me to enter my email address before I could even see the table.
So I grumbled a little bit. But being a marketing professional, I appreciate the value of data capture. I put the email address in, assuming that the next step would bring me to the awesome table of my dreams.

Nope. That’s NOT what happened. Instead, I was prompted to create a password.

I grumbled a little bit more. It was at this point – and ONLY at this point – that I began to wonder about the price of the table. But I went along with things, and entered a password.

At which point, the website told me the password wasn’t good enough. Mind you, there were no password conventions listed when I created the password. Apparently, I was supposed to intuit them out of the ether.

That’s where my interest in the table died. It was a cold, lonely death, there in the wee hours of the morning. The table remained awesome, but not so awesome that I was willing to put up with that much administrative bureaucracy at 4 in the morning.

Understanding the Value of Data Collection

As small business owners, we hear all of the time about the value of data. Understanding who our customers are, what motivates them, and how they act is supposed to be our single most precious asset as entrepreneurs.

Well, let me be a little bit contrarian this morning. I think the most valuable asset you have as a small business owner is your ability to sell your products and services to your customer. Anything that interferes with that is just bad marketing.

The furniture retailer this morning now has my email address this morning – if the program bothered retaining the data I entered considering I abandoned the page mid-registration, which is doubtful. The price they paid for that address? $1,197.99 – the price of the table I didn’t buy.

What a bargain.

And here’s the kicker.

Had this brand not gotten in their own way, inserting their time consuming need for data collection into the very front end of the sales funnel, they would have gotten all of the information they wanted AND the sale. Obviously I would have shared my email address with them when I bought the table. It’s pretty standard to do that!

Understanding where data collection fits in the sales channel and on your website is essential to successful e-commerce. If you mess up, as this brand did, you’re doing the digital equivalent of slamming the door in your customer’s face. Don’t do that.

Need help figuring it out?

Give us a call. We’ll help you create an e-commerce experience that generates sales and successfully captures and capitalizes on interested consumer data. You’ll be amazed how much more you’ll sell when you stop slamming the door in the customer’s face.

Share This:

Book FREE Trial

We know that getting back into fitness is tough! Let us help you achieve your weight boxing workouts.

Creative Director/Senior Designer

Tom DiGrazia

With over a decade and a half of professional design experience, Tom brings his knowledge of design principles and focus on user experience to every aspect of his contribution to TTG. Paying special attention to each client’s brand, personalized needs and individual interests, he strives to create compelling concepts utilizing intuitive and highly-refined design solutions. In addition to traditional and digital design work and oversight at TTG, Tom also boasts a wide portfolio of web development projects with the company, allowing him to stretch his CSS and HTML skills across multiple platforms and disciplines. He feels that being a designer in the digital landscape of websites, eCommerce solutions, email marketing platforms and social media, it is important to understand the code that goes into these areas as it assists his ability to tailor designs specifically targeted to achieve the best end result and further builds understanding and communication with backend development teams.

In his off hours, Tom is an avid pop culture enthusiast, staying up to date on the latest shows, films, comics and games. He can also typically be found taking part in a whole host of artistic activities that help him further stretch his creative legs. Regardless of the activity, Tom is always accompanied by his dog, Eli, and his cat, Tib.

Design, Photography, Illustration, Digital Imagery Manipulation, Wesbite Development

Photoshop, Illustrator, InDesign, Lightroom, HTML/CSS, Wordpress


Courtney Dumont

As Senior Marketing Strategist & Analyst at Technology Therapy Group, Courtney is energized by the ability to flex both her left and right brain daily. Courtney discovered her passion for Marketing at Bryant University, where she spearheaded research on students’ perceptions of Social Media Marketing for her Honors Capstone Project. After graduating Bryant in 2012, she joined the Technology Therapy team, where she’s honed her skills in social media, search and social advertising, email marketing, SEO, and more.

Since joining the team, Courtney has created digital marketing strategies and managed campaigns for clients across the country, ranging from plastic surgery centers, to jewelry stores, to construction companies. With a cohesive, cross-channel approach and a focus on data-driven decision making, she has increased their leads by up to 217%. But Courtney doesn’t leave her zeal for social media at the office; she also runs a local foodie Instagram account with her husband to document their meals across Rhode Island and beyond. Check them out: @hoppilyfed.

Marketing Strategy, Data Analysis, Google Ads, Facebook Ads, Social Media

Google Analytics, Google Ads, Facebook Ads, Facebook Creator Studio, Instagram, Klaviyo, Mailchimp, Emma Mail, Google Data Studio, WordPress, YouTube, LinkedIn, Facebook, Microsoft Office