While browsing the web, I saw an advertisement for an interesting new novel. I decided that I wanted to see a preview of the novel, you know, just read a few pages to see if I would like it, so I went ahead and clicked on the link. Ah-ha! I could be a customer. Web ads actually work! Unless they're done by Barnes & Noble.
Here's what happened:
- Clicked on the link to get to see book at Barnes & Noble
- Felt aggravated that I would have to download it in Nook format to view it
- Clicked on the link to download it in Nook format anyway
- Got a page requiring me to sign up for membership or log into the website
- Filled out log in form
- Clicked log in button
- Received a notice that password was wrong
- Looked up password and reentered it
- Clicked on the link to download for iPad
- Received message from iTunes App Store for iOS that the Nook app is no longer available
- Decided that it was too much effort to search the iTunes store for a Nook reader
Barnes & Nobel = Fail.
So here's what I did next:
- Went to Amazon.com
- Entered search text for the name of novel
- Clicked on the novel in the link
- Clicked on "Look Inside!"
- Previewed book at Amazon.com without having to log in
Amazon = Win!
Amazon works because it requires no commitment from me. All Amazon requires is that I be interested in one of their products. They handle all of the technology for me. So long as I have a web browser, I'm golden.
Barnes & Nobel did something very successfully. They got my attention on a news web site and redirected me to their web site as a potential customer. In fact, when I clicked on the link, Barnes & Nobel did so because they paid for that advertisement. However, their advertising dollars were poorly spent because the process of previewing the book was long, tedious, and resulted in failure. Even worse, their advertising dollars convinced me that I should remain an Amazon customer. Ouch. Better luck next time B&N. On second thought, there won't be a next time.
