Who doesn't love a Ruth's Chris steak?
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.
WebsiteReviewAnalysis-RuthsChrisGiftCard.pdf
Labels: Web Strategy
2 Comments:
Speaking of web standards, why doesn't Blast Advanced Media protect there customers credit card information when paying for services on their own site? Sure Ruth Chris' checkout process is old and out of date, but at least they protect their customers identity by using an e-commerce fundamental.
My guess is that your blog is really just a glorified propaganda machine and this comment will never see the light of day.
Sometimes gardeners forget to weed their own lawn. Thanks for bringing this to our attention. It has been fixed. This kind of input is often harsh to hear but if your site isn't working properly what's more harsh is losing business or damaging your credibility. By the way, look for our new site to launch March 1st that will feature a number of improvements to meet current web site best practices.
Make it a great day!
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