They create fields in the checkout process that are unnecessary to complete the order. “How did she find out about us?” fields, or “would you like to subscribe to our newsletter?” Yes, these fields are valuable from a marketing perspective. But each creates a hurdle that users must jump to place an order. Of course, ask for this information, but do it after the user has handed over their cash. But we don’t just add unnecessary steps to the checkout process. We make returns difficult or hide our contact information. Worst of all, we make the user search for answers to common questions, such as shipping costs. Worst of all, we make the user search for answers to common questions, such as shipping costs.
Comedian Michael McIntyre perfectly sums up the pain of shopping online. Each of these small steps add up to death by a thousand cuts. Together, these minor annoyances make users feel like they’d be better off shopping elsewhere. It is this attention to detail Guatemala Email List that makes a website look painful or easy. 3. We don’t care about the details Successful eCommerce businesses are not established overnight. They don’t launch their websites and then watch the money roll in. Instead, they care about the details, which means they continually modify and improve their websites over the years, gradually shedding rough edges to create a smooth and painless user experience.
How We Undermine Ease of Use
Through the use of multivariate testing, analytics, and usability sessions, they remove the hurdles users face. Companies like Amazon or Booking.com implement new improvements on a daily basis. They agonize over the smallest change, realizing that it can make a big difference. Increase your online conversion: booking Booking.com improves its website every day. However, many of us launch our clients’ sites and then walk away. But in doing so, we can’t expect to pay attention to the little things that make such a big difference. I’ve seen users leave a website because their zip code is rejected or because it was “incorrectly formatted.” I’ve seen users leave a website because their zip code is rejected or because it was “incorrectly formatted.”
I’ve seen people get frustrated because they couldn’t find their country in a large list of countries. I have seen users unable to purchase because the password recovery process was too painful. These are problems that are only cleared up with real-life use. These are the details that emerge over time and are crucial to the success of a site. But, even worse, some of these problems are due to our laziness. 4. We put our workload on our users Sometimes we can be our worst enemy. We often hurt the conversion rate of our client’s e-commerce site. All because we don’t want the extra work involved in making things better. Take for example CAPTCHA. We implemented this on one site because we have a problem with spam. However, there are alternative solutions, such as honey traps.
We Distract the User
But we turn to CAPTCHA because it’s easy. Unlike the coding of a honey trap, CAPTCHA takes a few seconds to add. Increase your conversion online: CAPTCHA CAPTCHA takes our problem with spam and turns it into an obstacle for users. However, by doing so we are turning our spam problem into our users’ problem. We are forcing them to identify as human. All because we won’t spend time coding a better solution. We do this kind of thing all the time. We insist that users create complex passwords because we have a problem with security. We ask that you format phone numbers and zip codes in a particular way, so that we don’t have to clean your data. We force them to look up old account details because we don’t want duplicate accounts in our database.
