I have an e-commerce site with a fairly complex product that is custom made for each customer. The customer chooses from a number of variables to specify the final product, and then we build it for them.
I recently changed the main form for the site to streamline the process for the customer which reduced the number of pages that they had to go through from 4 to 1.
I thought it was great, but sales have dropped considerably since we introduced the form. I looked closely at the few sales that we have received, and it appears that the customers do not understand the form (i.e -a major component is always the default choice on the form). Also, our customer base is generally new customers - so I don't think there is a learning curve issue.
Where do I go to get help on making this form more intuitive for the user?