When you open the NWTC bookstore page, it starts with an advertisement for our collaboration with Carhartt. Which should show up in the numbers that those products should be the highest.
As you can see, the Carhartt hoodie is the second most viewed item, which means the advertising is working. Although if you keep looking, only one person has actually bought the item online. If you look even deeper, there are a lot of views on items, and even a good amount of items being added to the cart, but a significant drop in purchases. When I went to “purchase” a Carhartt hoodie, I had an easy time adding it to the cart, but when I went to process my payment, it got complicated. I would rather go to the bookstore in person and buy one. I would suggest the team to work on an easier check-out process to increase sales on merchandise online.
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