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Web Shopping: Do You Know What Really Ticks People Off?
If you're like most online retailers, you're never 100% satisfied with your Website. We click through competitors' sites, exultant where we find we have an edge, wincing on the discovery of a cool feature the other guys have. "We need lots more video content," we say, "and the gift registry should be more prominent." Admirable notions, but let's not lose focus on those who vote with their credit cards. Before we add any more bells and whistles, perhaps we should find out if we're actually annoying them. Ah, but we regularly buy from our own sites (perhaps we even proceed all the way through checkout). Surely we would have noticed anything irritating. Well, here's the bad news: As insiders, we can't really put ourselves in our customers' shoes. We are too close; we've been contaminated.
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