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Call me old fashioned but this seems to be the equivalent of being held at the store exit until I show my passport. I'm a new customer. I stumbled onto their site, bought a rather expensive gift and should be on my way to a wave of monumental customer service, designed to build my loyalty and secure repeat business. Instead, my first 'touch' from this company is one which doubts my humanity.
At this time of year when everyone is a little bit more frazzled than usual, we all have a great opportunity to win new business and pamper our existing customers. Imagine if your website was a physical store. How would your assistants behave?
- Can you look and buy products without registering?
- Is the Search button obvious to find and easy to use?
- Do you ask for the same information twice when you could prepopulate?
- Does your content read like an instruction manual or sound like you're having a conversation with your visitor?
- Do you say thank you for their custom and then keep them engaged with other links to follow?
