A lot of times I have sat down and listened to my wife complaining that web sites are offering a number of fancy features, but do not complete the information wanted for the sale.
At present it is hotel websites. Trying to find a hotel for a one night break is proving unattainable! It is not that there are no hotels to be had, it is just that too many do not supply sufficient information.
I know the difficulty from the designer side. Too often customers can focus on ‘the website needs movement’ or wanting a splash of flash here and there. Potentially the call is for a bee that follows the mouse pointer around 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 travels around the screen.
But this focus on what appears on the screen can be at the cost of the web site content. Back to these hotels and many do not give simple information such as check-in and check-out times. This is indispensable to us as we ought 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 indispensable 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 call or email me.
That is positively not the case. People visiting websites want the information they are looking 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 impractical or not ideal for a variety of motives.
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 supply it then they will look to another place. It is not the same as walking the length of the high street when the next shop selling whatever they are purchasing could be half a mile away or in the next town. The item is most likely a few clicks away.
For a shop, this can be as crucial as listing postage rates and information clearly. If you show free postage and packing, but forget to mention that there is a postal charge on lower value orders, this can be bad. But if you do not bother to give any postal information at all and do not say if it will be delivered the next day or a week later, then you are open to losing visitors. People quite often do not buy that far in advance. If you offer next day delivery, make sure it is clear.
Don’t be big headed and assume that if you concentrate on a pretty web site that customers will get in touch if there is central information omitted. They won’t. Flashy web sites don’t sell products. Ready information does.
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