This morning, I was following an email I received from Eddie Bauer, the clothing company. It stated: “Extra 30% off clearance”. It took me to their site, as expected. Once on their site, it took me to an identical page to the coupon offer, then instructing me to “Shop Now” with another link. So I pressed that. It took me to another page that said: Choose Categories. I’d tell you what the next page said, but I gave up right about there. I figure if they’re going to take me through a maze of pages to actually get to the first item of clothing, I’ll pass and try some other company.

If you go to Amazon’s page, and you follow the link to clothing, it IMMEDIATELY starts showing you clothing that you can buy. You might have to tell it to limit your choices, but you’re the one driving it, not them. And when a customer feels pushed further and further through window after window, and NEVER finding an actual page with products on it, you’ve lost the sale.

This lesson has been apparent since the early days of web sites. You can have a lead page, but then you need to get them to the content. If you don’t have content right in, then you’re going to lose a customer who is going to figure that if you don’t know how to build a web site, you don’t know how to sell products either. Simple as that.

Eddie Bauer’s site is a failure in every way possible. But it does give us information about what not to do if you want to drive sales. Unfortunately, they may never learn.