Why do retailers still make life hard for customers?
28 Nov
Seriously – I don’t understand why retailers STILL insist on having stupidly long or complicated forms that get in the way of people trying to buy something.
Here’s a good example.
This evening I was attempting to purchase something on for my son for Christmas. I found the item I wanted, went to the checkout, selected to pay via paypal (nice to have the option) and then ebuyer presented me with a long signup form. I had to firstly spend a few minutes to fill in everything and wonder why on earth they need a memorable date for gods sake – it’s more secure than my bank! Next I tried to submit and it told my my username was already taken (it took about 5 attemps to find a memorable one that wasn’t) and I didn’t read the password stuff correctly – not only did it ask for a combination of letters AND numbers but also asked for a combination of CAPS and non caps.
For the love of god guys – it does NOT need to be that secure and all you are doing is putting people off the checkout process and sending them to a competitor!
James, very often its the marketing team getting involved or the IT boys playing at being retailers – I speak from past experiences!
The answer of course is the have a Head of eCommerce (or whatever you want to call it) who has a retail background, understands website management, website coding and internet marketing. Unfortunately this combination is quite rare on the high st.