Moving Away from Norm Can Be a Conversion Killer

When I’m on a shipping page I expect to see this basic template–

Shipping_Page

But sears.com asks for an extra piece of mandatory info.  They ask for County name–

Sears.com_County

Why do they do this?  I don’t even know my county name.  I’m guessing many shoppers don’t.

2 thoughts on “Moving Away from Norm Can Be a Conversion Killer

  1. It is related to sales tax. It is because Sears has so many physical stores that they need to collect sales tax correctly on the county level and not just the state level.

    Sales tax is so complicated that the rules vary from state to state, and the rates vary from county to county. So when you have a big physical footprint, it becomes very complicated to comply.

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