When a poor visitor experience on your website costs your business money


I recently placed an order for some made to measure curtains with a well known high street and online retailer. I ordered fabric samples, measured up and placed my order. There was a long lead time ... over 2 months. I was very excited when the day finally arrived and the box was handed over.

I'll pause here for a moment to explain the reason for this blog post. I want to demonstrate the importance of communicating accurately with your customers via your website as well as making sure that detailed information is presented in a visually accessible way.

Make it clear, crystal clear, what information you need from your website's visitors in order to fulfil their expectations.

So ... back to the curtain story. The courier handed me the box. It felt a little light and I was slightly concerned. Something felt not quite right. I opened the box and drooled over the beautiful fabric and the pinch pleats. I'd been wanting these curtains since I moved in ... over ten years ago. I was allowed to be excited.

I held up one of the curtains. It was nowhere near wide enough. In fact it was about half the width it needed to be. In complete panic (even with the 30% discount these were a big investment for me) I went back to the email confirmation and my tape measure. The curtain width I'd ordered was correct the curtain I'd received was not! 

From the title of this blog post you've probably already worked out that someone made a mistake and in the retailers eyes that was me. In my defence this is the form that I completed when I placed my order.

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