When it comes to technology of any type, you will often hear people say: “You need to make it idiot-proof.” I never liked this saying. The reason for this is because people find technology confusing, but like understanding food or colors or taste, we all come to the table with pre-developed skills and different aptitudes.
Take Facebook for example. When you ask some people if Facebook is easy to use, many will answer yes, while others will say no. I have even heard people say things like “You have to be an idiot not to know how to use Facebook.” But when I question their knowledge of where certain things are or how to use certain applications within Facebook, the individuals are stunned by what they were missing.
Social networks, blogs, websites and search engines – each and every type of technology – have elements of both simplicity and complexity. The goal is to design and develop them for “user best practices,” or the lowest common denominator. But we all have to keep in mind that customers are going to come to your website with different levels of knowhow, and you have to do your best to deliver the easiest approach to your technology. However, you need to be prepared that the customer may not know as much as you had hoped.
Here’s an example:
Your website sells products and you have a great big button on the page that says, “Buy now” or “Add to cart.” The person clicks the button, adds the item to the cart and decides to check out. At this point you offer them an option:
“New customers click here” or “Returning customers enter name & email.”
Seems simple enough, right? But believe it or not, you will get someone who does not want to click “New customer” because they do not want to create an account. So you ponder the idea of taking away this option altogether, just have customers go right into the check-out process. But what about your recurring customers? If you take away the option, they will have to enter their information every time they make a purchase.
So what do you do? Which way is better? How do you make everyone happy?
Sound off and let us know what you think! Next week we’ll add in our advice and feedback to this online customer dilemma.
I have seen sites that offer a third button, “continue to checkout without making an account”. This gives folks a choice, create a ‘new customer account’, sign in to an existing account, or pass through and just purchase without an account. I have always liked this choice as sometimes I want an account, and sometimes I don’t.
Allyndreth – I am so glad you mentioned this we have been doing this on some of our shopping carts. We offer this as an option when we give clients the design. I appreciate you taking the time to leave us your feedback.
I agree about some people finding it easier & coming to the table with different skills and apptitudes. I think there is another aspect to consider.
I find that all this technology takes more of my time to use and apply it. My issue is that it is robbing me of time in my day when I could be doin something else. Some people actually find it fun posting to blogs, twittering and writing on the walls of friends & collegues. I am not one of those people. I was drawn to your website because I thought i might find further insight as to why I despize all this technology. You can;t even have a conversation with someone with out them texting on their blackberry as you are speaking to them. People walk out of the subway not looking where they are going as they are texting. Ridiculous. Almost robotic.
The way I see it- it doesn’t always make things more efficient. Familiar and use it because everyone else in the business arena is using it. I need to spend my time taking care of my clients and nothing beats face to face interaction.
As a business person, I have learned it and continue to learn because I have to be progressive and keep current with the latest trends.
Nancy, I agree with you I don’t think any one person should be doing it all. I also believe technology is here to support us not bog us down. The therapeutic answer I have to give you and any one else reading this is 2 part:
1- identify what you want to accomplish and what your customers are drawn to from a technology and social point of view.
2- pick 1 – strategy 1 – tool. Don’t do it all.
If you want to do more than 1 thing and are feeling overwhelmed you may want to hire some resources to support you.
Thank you for your wonderful comment. Jennifer