Does your offer match what customers actually get?

Storytime. This week I had an eye test. I need a new prescription, so I went online to find cheap glasses. That’s where the trouble started.

I must have scrolled through so many sites. There were the ones who had wasted time energy and money ranking first-page for “buy cheap glasses Ireland” when they were in some random other country which they wouldn’t tell me where, so I couldn’t estimate customs charges except that it would probably negate the discount on the glasses.

Then there were the ones who had popups straight after I hit their site. I made the mistake of signing up for one of them. Their website says 50% off if you give them your email address. The coupon in my inbox is for 30%.

Stuff off.

The worst part was, literally none of them were able to deliver on what their Google preview claimed. None of them had the €4.95 glasses advertised. One company’s “Home of 2 pairs for £15” required an email signup which is misleading. And none of them got my business.

Five years ago, when a site said “glasses for £6” or €9 or whatever, they actually HAD glasses for sale for that price (or even just the frames). Now? It’s just a clickbaity scam.

Don’t be like these companies. I usually buy about 2-3 pairs at once, and I always get transition lenses which are super-expensive. So I would probably have dropped serious dollahhs if they’d been upfront about a) where they were shipping FROM so I could guess customs costs into my glasses budget b) what their actual discount offers were and c) what their cheap frames really cost. I like cheap frames so I can spend on what matters to me: Good lenses.

When you over-promise and under-deliver, customers are disappointed and don’t shop with you. Even if you get them to complete one purchase, they won’t be stupid enough to do it again.

I suppose I should have gone to Specsavers.

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