Click Count: How Many Does It Take to Place Orders on Your Web Site?

Recently, I found myself in the middle of a discussion about how long it took to actually place an order on a particular cataloger’s Web site. Granted, this particular company admits it’s not on the cutting edge of online selling. But the result was an eye-opener. Knowing the product number, it still took me 22 clicks to buy an item on its Web site. Would anyone really put up with that? It actually surprised me how many customers did.