Spot The Conversion Problem
By Craig Danuloff
The back cover of the new Dell Business Catalog has one of those amazingly cheap desktop systems - $399 complete with 19" LCD monitor. I need a very basic PC to run the Omniture Desktop Player 24-hours a day - this could be the answer.
Should be easy to buy, right?
1. Go to Dell.com
2. Type the E-Value Code listed in the ad into the search box. Not Found.
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3. Maybe I shouldn't actually type 'E-value'. Doesn't Help.
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4. Enter to custom URL listed on the same page: Doesn't Exist.
http://www.dell.com/shopdellbiz/November

5. Choose Desktops / Small Business / Dimension / 5150 / Customize (5 clicks)
6. Find no sign of bundle from the ad.
7. Notice 'Purchase Help' tab on top of page (wasn't on home page)
8. Buried in left nav bar, click 'Shop Promotions'
9. Finally, EValues code icon. Can't enter it yet. So I 'click here'.

10. Enter the code and find the system as advertised.
At this point I was able to politely refuse 475 offers to modify the system and put it in my cart at the advertised price.
Think the telephone number on the back of the catalog was any better? I tried it. 5 levels into the phone system I was told that I reached them after hours (10pm Friday night).


