Too many times I have sat down and listened to my wife complaining that sites are offering a great deal of fancy features, but do not complete the information wanted for the sale.
Currently it is hotel websites. Trying to find a hotel for a one night break is proving impracticable! It is not that there are no hotels offered, it is just that too many do not supply enough information.
I know the trouble from the designer side. Too often customers can focus on ‘the site needs movement’ or wanting a splash of flash here and there. Possibly the request is for a bee that follows the mouse pointer about the screen and lands on it when the pointer stops.
Or, just as infuriatingly, those little trail of bubbles that leave the mouse pointer as it moves about the screen.
Although this concentration on what appears on the screen can be at the cost of the site content. Back to these hotels and many do not give straight forward information such as check-in and check-out times. This is essential to us as we want to check-in before going on to a late afternoon event.
I have experienced this before myself. I can point out to the customer that some important information is absent from the details. The response can be along the lines of if the customer is that interested that they want to know that, they will ring or email me.
That is without doubt not the case. People visiting websites want the information they are searching for and need to complete the purchase right now. It has to be clearly found and at their fingertips. Phoning up at 2am in the morning, or sending an email whilst they are at their place of work can be ridiculous or not ideal for a range of factors.
But, worse still, people on the world-wide-web are impatient. They expect information to be fed to them. They demand it. And if you do not give it then they will look to a different place. It is not the same as walking the length of the high street when the next shop selling whatever they are buying could be half a mile away or in the next town. The item is doubtless a number of clicks away.
For a shop, this can be as significant as listing postage rates and information obviously. If you display free postage and packing, but overlook to state that there is a postal rate on lower value orders, this can be bad. But if you do not trouble to give any postal information at all and do not say if it will be shipped the next day or a week later, then you are open to losing traffic. People quite often do not buy that far in advance. If you propose next day delivery, make sure it is clear.
Don’t be big headed and think that if you concentrate on a pretty site that customers will get in touch if there is critical information missing. They won’t. Flashy websites don’t sell products. Ready information does.
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