- Posted by Alliance Technologies
A friend lamented his recent experience with Target. He was in the market for jeans. His wife had received an email touting a sale on jeans – perfect timing. Except that when he went to the store, he discovered that the ‘sale’ was for online purchases only. Aaaagh!
He returned home and tried to order online, he couldn’t. Instead, he got a message saying “Not available online.” Alongside the message was the button “Available at store.” Not according to the clerk at the store. Thinking he must be overlooking something, he asked his wife to try to make the purchase online. She got the same result.
Essentially there was no way for our friend to get the sale price offered. What do you think the odds are of him returning to Target anytime soon? How many sales might Target have made in the future if not for this faux pas?
There are a couple of lessons to be learned from this experience.
First, if you’re going to offer different prices for online and in store customers (not something we recommend) make sure that it’s obvious on your website. There’s nothing more irritating to a customer than having exclusions hidden in the fine print. Be considerate of your customers and list those exclusions up front in bold letters.
Second, have someone not involved in creating or updating your site test it to make sure that it’s working as intended. Also solicit feedback about what that person would have done if she were a customer using your site. Would she have completed the order? If not, why not? Even if she would have completed the order, were there annoying steps in the process? What could be done to eliminate those annoyances? Would she return to the site to place future orders?
Remember, customers return often and become less price sensitive when you respect their time and make their lives simpler. If you’d like an outside perspective on how easy your site is to use or would like ideas on how to craft a user-friendly site, give us a call at 314-219-7887.