Our new Dyson arrived with a two-year warranty you have to register for. Fair enough. They need an email address and some details, and in exchange they get to market to me. That trade is understandable.
The problem was that the registration URL printed on the packaging did not work. It only loaded if you typed it with www in front. Miss that, and you hit an error.
Why such a small thing matters so much
This is the post-purchase moment, when a customer has already paid and is actively trying to hand over their contact details. It is the cheapest, warmest data a brand will ever collect, and a redirect rule quietly threw some of it away. Most people will not debug a URL. They will shrug and never register.
It is exactly the class of everyday breakage I keep finding in the bugs on ecommerce sites nobody fixes. Nothing is on fire, so nothing gets fixed, and the losses never show up in a dashboard.
Check this on your own store today
Getting non-www and www redirects right is one of the first items on the technical checklist we implement, and it takes minutes. Type your domain both ways. Then do the same for any URL printed on packaging, inserts or email footers, because those cannot be edited once they are out in the world.
It is worth being systematic about it. A second pair of eyes catches what your team has learned to walk past, which is the same reason feedback from other people beats knowing everything yourself.
Scale does not protect you
It does not matter how big the brand is or how many people sit in its tech and marketing teams. There is always room to do better. If it can happen to Dyson, the odds it is happening somewhere on your store are high, and it is usually another quiet case of a conversion problem rather than a traffic problem.
Fixing the unglamorous layer first is the whole argument for getting the foundation right.
If you want someone to go looking for the small breakages costing you customers, book a call.