Mr Duncombe says that it is possible to identify the specific impact of a spelling mistake on sales.
He says he measured the revenue per visitor to the tightsplease.co.uk website and found that the revenue was twice as high after an error was corrected.
“If you project this across the whole of internet retail then millions of pounds worth of business is probably being lost each week due to simple spelling mistakes,” says Mr Duncombe, director of the Just Say Please group.
Hmm. Yes spelling is important. But surely some maths sense is too? An old boss of mine, Andrew Berend, used to say “Extrapolating from a base case of one” and smile wryly whenever he knew what he was saying didn’t necessarily hold up statistically.