If you’ve never had a Ruth’s Chris steak, you do not know what you’re missing. Seared in an 1800 degree oven, it’s simply the best steak I’ve ever had. Plus the place has a great ambiance. I would feel comfortable there dressed any where from nice jeans and shirt to my best suit. The staff there is great also. So imagine my surprise at what I found when I went to purchase a gift card on their website.
Frustration, that’s what I found. Our office is less than a half mile from the Ruth’s Chris in Roseville, CA yet I would still rather purchase a gift card from their website than bother finding a place to park and purchasing one in the restaurant. However, after going through the process of purchasing a gift card from their website, I think I made the wrong choice.
It’s a classic example of straying from the standards that people now expect to see from a checkout process. The goal of the checkout process is to get the sale finished in as simple a way as possible. Unfortunately the Ruth’s Chris checkout process is far from simple and does not adhere to web best practices.
We hope this evaluation sparks you to test and analyze the checkout process on your website.
Posted by Charles on Mon, Jan 28, 2008
Filed Under | Web Site Strategy