Dell used to set the standard for computers and ecommerce, but has fallen on such hard times that the founder is taking it private again. I’m not going to comment on the products, but while they have come back a little, just have a go at the buying experience, which is woeful.
Home Page: Yes, flash is a roadblock and there is no call to action.
The Small Business page. We have to select what sort of buyer you are from the homepage, but I’ve never sat comfortably in any of the boxes.
I have no idea what any of these products are, nor did I really believe that large boxes were still being sold.
The Home Laptops page, compete with a popover. This page is much improved, with filtering to help you find the right size, speed and so forth. There is still too much going on though:
A page in the middle of the buy process for a laptop: Hard to describe how uncompelling this is, when I just want to buy a shiny computer.
The Review My Summary (whatever that means) page: The person with the headset is floating gently down the page, while the page itself cannot help trying to foist even more stuff on me.
Overall Dell has complicated the buying experience, adding a series of items over the years that probably looked like they each added revenue, but collectively subtracted from the overall propensity to buy. They need to start again, shoot for a simple unified experience, perhaps of a much simpler product line.
Apple shows how it should be done: Simple design, simple naming convention, one marketplace and no distractions:
Is your buying process a delight? Have you removed every single unnecessary step and item?