Volume 124
Didn’t You Say This was on Sale?
Breaking your promises and forcing customers to think like you makes for poor conversion practice
Sometimes you go to a website and you just know the business hasn’t got a clue. They’re doing everything so wrong, you don’t even know where to start. There are also those times you go to a site and think, on first inspection, that things look pretty good.Until you start dealing with the site’s process. In that moment you realize appearances can be deceiving. That’s why, through the use of personas and wireframed scenarios, we always make sure our clients are getting their processes squeaky clean first. It’s basic Horse Before the Cart 101.
Our friend and colleague David Cross was trying to buy a long sleeved t-shirt from a company called C&C California. Here’s what happened.
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Written by:The Grok
What Visitors Find Annoying
Avoid the shabby practices that drive your customers nuts – and away
Ever since the dawn of time … well, okay, March 15, 2000 … I’ve been saying “Don’t do it” when it comes to those irritating online practices that send your visitors scurrying for your competitors. I’ve told you they’ll bail on you, and that bailing once is usually the same as bailing forever. You tick off a visitor, and they don’t come back to let you do it again.
Thing is, a customer bails and it doesn’t necessarily remain a private matter between you and the individual. That disgruntled customer is just as likely to start spreading the news through all those lovely consumer-generated media venues. You know … blogs and reviews and lists.
So here we are, well and truly rooted in a media-rich market that has upended all the relationships we used to take for granted. These days, the customer is in control. And that customer is growing increasingly intolerant of shabby online experiences.
You simply can’t shrug it off. So, with help from Hostway, here are some impressive numbers that should put teeth into the stuff I’ve been telling you … ever since the dawn of time!
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Written by:The Grok
