Back in November, I blogged about an example of how not to design a marketing website. I just came across another example of the exact same thing. After a nice tax refund and a little end of year bonus, I'm in the market for a piano. I've always thought a digital piano would be nice, but my wife has always dismissed the idea out of hand. Until she played the Yamaha Clavinova CLP-240 this afternoon. Realistic action, great sound, headphones to limit the pain of listening to our daughter practice, and a decent price means that we're now in the market for a digital piano.
When I got home, I decided to look at some alternatives to the Yamaha, since that was all the music store carries (fascinating channel strategy - great topic for a future post). I found that the Kawai CN41 Digital Piano has pretty similar specs to the Yamaha that we looked at. So now I'm looking at the product page for the CN41, and I want to learn more. OK, I can download a brochure from the product page, but I just read the specs. I want to get a price, call a dealer, go somewhere and play it. Kawai has me exactly where they want me in their sales cycle, and I'm STUCK. I have no idea what to do next. I'm just sitting here staring at their product page. As previously mentioned, a call to action is a fundamental element to building successful marketing websites (and especially e-commerce sites) and it is NOWHERE on the product page for the CN41. When I went up a level to the digital piano page, the closes thing to a call to action was the polite invitation to "Click here to receive a free copy of the Kawai Concert Performer Series Church Music Demonstration CD." Um, OK, but I'm interested in BUYING something from you, and you're making it hard for me. I had to go all the way up the kawaius home page to find the delaer locator, which pointed me to the music store we just visited. Hmmm, they didn't even mention that they sold Kawai digital pianos. Guess Kawai needs to work on that piece of the channel as well.
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