Mystery Shopper

There are many great websites which work perfectly, but some fail the mystery shopper test. What is a mystery shopper? In the normal sense, it means a person checks out a store or shop, and reports back to the shop how the customer services works, sales staff actions etc. The shopper is not visually known to the store.

The same thing happens to websites. See Mystery Shopper. I visited a very well known company website which is for channel crossings between France and the UK. The menu only allows you to book from the UK, not from Europe. So I guess customers go to another website. Could be 30-50% lost sales.

Maybe you have designed your website and are really pleased with the results, but what are the experiences of your visitors?