How to Make Sure People Don't Use your Web Site

[Nora McDougall-Collins]

Let's say that you want to learn something about a product you just bought; so you go to the company's web site. That product could be a motorcycle part, a new computer, your credit card, etc.

Delivering product information on the web is a great tool for both the company and the client. It could mean less phone time for the company (save employee hours and $$$.) For the client it means not having to wait for business hours to get an answer, and not having to sit on hold, and not having to understand an unfamiliar accent, and not having to deal with untrained phone staff, and being able to go back and forth through the information, as needed.

But, unfortunately, it doesn't work that way. I recently got my new NNFP phone [phone]), which is from Alltel, and I needed to set up the voicemail. I hate waiting for phone prompts; so, I thought, "they probably have all the steps to set up voicemail on their web site!" Then I can just read and push buttons without waiting for the messages. I found out that their web site uses the typical barriers that keep people from using a web site. In my case, I went ahead and used the prompts, and I get to write this article about how they kept me out of their site!

Here is a screenshot of the Alltel web site:

They don't really tell me on the front page what resources are available on their web site. I know who they are, but I don't know "whatcha got." I don't have a log in. I don't want to buy a Treo. I already have a phone in my hand; so, I don't want to buy a new one. I'm not checking their models. I don't need a prepaid plan. Since that about covers everything on their front page, they obviously don't have the information I need on their web site. Well, actually, it's entirely possible that they have spent a lot of $$$ making pages that explain their voicemail functions, but they have hidden them!

Here's another one. SalesForce.com. This company has an online Contact Management Resource package. Sounds like a tool I would like to use! But I don't know whether their software is easy to use or does what I want it to do. So, I look for a demo (the first thing you should do when looking for software.) But, like Alltel, they have put up a barrier to me, as a potential consumer. To get a demo, I have to fill out a form. Now, I understand that if I'm going to demo a car, they need to know who I am, in case I don't bring it back! However, I'm not exactly going to run away with their online software. Not only do I get a demo, but I get a call, and I get an ongoing stream of spams from them. Oh, I guess it's not spam, because they think that wanting to see the demo is the same as wanting an endless stream of emails.

Would you feel there was a barrier if your favorite clothes store made you fill out a form before they let you try on that nice fuzzy sweater? Well, I filled out their form, and I get the endless stream of emails, but their online demo was mostly a sales pitch, and not much of a demo! Like the Alltel site, SalesForce had the opportunity to make me think that their product was easily available and easy to use, but they pretty much made sure that I didn't want to use their web site.

How do you avoid putting up barriers on your web site? First, be aware of the types of barriers that annoy you! Then have a few people (not your Mom) try specific tasks on your web site - like pretend they want to buy something! Ask them how many steps they had to take, and whether they found what they wanted!

[Leslie Horner]

Good insights and examples, Nora. Funny--I've had the same thoughts about the Alltel site.

[Nora McDougall-Collins]

Thanks for the kind words! If you have any favorite frustration sites, I'd like to hear about them!