The other day I had nearly finished purchasing an item on a retail website, and I couldn’t find the Continue or Next (or even Purchase) button. The only button on the page was labeled Add More. I didn’t want to add a second item; I wanted to purchase my first item.
When I called the store for assistance, they explained that the Add More button had the exact same function as Continue or Next. I always encourage creative content, but not when it interferes with the expectations of customers who are sure to believe that “Add More” means…add more.
One way to find out if your website is driving customers crazy is to ask yourself if you would patronize a company whose website worked and sounded like yours. Another way is to ask your customers what bothers them. Yet another way is to ask your help desk staff because they must answer the same questions from irritable customers all day long. Here are four sure ways to drive customers crazy:
- Use popups that pop up right over the item the customer is most interested in. If the dismissal button is obvious, irritation is short lived; but many video popups are impossible to exit until the entire video finishes. Customers might very well decide to leave the page and the site rather than be held captive. Constant music or sound effects also risk driving customers away.
- Don’t check your internal and external website links. Customers are driven crazy by links that don’t work. If you haven’t checked the links on your website for a while, please check them now. Please.
- Change your content midway through the website. On the website for one IT service company, a free offer changed scope from page to page. Inconsistencies confuse customers but also send the message that you overlook details, even important ones like what exactly you are giving away.
- Refuse to communicate. First, hide your contact information. Then give the phone number as a word (1-800-DONTCALL) that has to be translated into numbers. And when the customer calls the number, provide only three or four extremely narrow options, with no possibility of selecting “other.” So by the time the customer reaches a live person, the customer is already livid.
When you drive your customers crazy with your website, you lose money, whether through constant calls to your help desk, lost sales, costly mistakes in content, lost repeat customers or high employee stress and turnover.
A website review by TWP Marketing & Technical Communications examines your website page by page, item by item, to make sure that the content is clear, accurate and interesting and that everything works. This cost-effective solution helps keep your relationship with customers positive from first click to last. Contact us today.