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With all the hype at the coming of web commerce, web sales still
pale in comparison to bricks-and-mortar, and for good reason.
Commercial websites are still, in the main, scary, difficult, and
undependable.
Responsibility for many e-commerce problems lies with designers.
Responsibility for others lies with engineers, marketers, managers,
and executives who are willing to accept mediocrity or worse.
I’m confident these companies' sales outcomes reflect the poor
quality of their sites. I’m amazed that their sales divisions
continue to put up with it, but perhaps, with so many bad examples out
there, they think their companies are doing the best they can. They
aren't.
You will find some specific examples below. These sites are not
unusually bad. They are, rather, all too average. I came upon them not
because I was looking for deficiencies, but because they had products
or services I was personally interested in. They are, in fact, good
companies with good products. They just have badly designed or
implemented websites.
Reason 10: It's faster to stand in line on the phone or, in
some cases, drive to the store, than it is to wait for the pages to
load.
Many sites have too many objects, too intense use of graphics, and
make too poor use of consolidation techniques.
Not everyone has a 10 gbps connection with near-zero latency. In
the real world, many people are still using connections speeds below
28.8 kbps. These people are called "paying customers." They
do want to see the merchandise up close and personal, and recognize
that loading those useful images can take time, but they don’t want
that other 400k of cutesy graphics surrounding the merchandise.
Set a graphics budget, exclusive of product photos and drawings,
for each page, keep it low, and stick to it. Then use compact photos
or drawings of the products, and make them clickable so people can
access slow, but really detailed larger views. (Many sites compromise
by having a single image that is larger than necessary to draw the
user's interest, but too small to allow them to examine the product.)
Test your product using a 28.8k modem. Otherwise, you'll never know
why your sales are faltering.
Other people have paradoxical connections that are fast and slow at
the same time. My wife and I have theoretically high-speed
connections, but via satellite. We suffer a 88,000 mile latency hit
for each and every object. Scatter tiny objects all over the page like
sprinkles on a cake, and it'll take us forever to download. Objects
should be combined into a few large images, then sliced to limit
latency. HTML 101.
Few without at least a private T1 connection appreciate your marvelous
Flash work that takes 15 minutes to download and exists only to make
the site look pretty. Kill it unless you are using it to demo the
product and the user has specifically chosen to view it. (The
exception is to this rule is if you are selling something like Coke or
ShardsO’Glass
Freeze Pops. In these cases, the products are so well-known that
the site is only about image anyway.
Finally, if your site has won a web graphics design award, you are
likely in serious need of a redesign. You are likely featuring
something useless but pretty or you wouldn’t have won it. Your job
is to move product, not to win awards. Useless but pretty not only
slows up transfer, it dazzles the customer and draws him or her away
from an appreciation of the product you're in business to sell. Sales
101.
Reason 9: Stupid "cry wolf" promotional efforts make a
site and, by extension, the company appear dim witted.
The folks at Google, God bless them, make their money from the
labelled sponsored links and little square ads along side the
listings, instead of selling secret, top-ranking places that look just
like legitimate listings, as do their competitors. The problem is that
a few of their D'ohLT clients are spoiling it for the rest of them.
I was shopping for a Canon CP-300 printer and was quite happy when a
series of these little boxes appeared suggesting these were sites that
would list all the different websites carrying the product, along with
the sites' reputations and lowest price.
I clicked on the first one, and it became clear this site had no idea
who Canon is or what a CP-300 is. It was one of those moronic ads that
just parrots whatever you typed in without any recognition of its
actual content. Clicking on it brings you to a puff page where it
tells you how wonderful the site is and invites you to spend the next
15 minutes wandering it to find out if they even cover the Canon
CP-300. Ever in your service, instead of bailing out, I actually did
spend those 15 minutes. They had never even heard of the printer.
I won't be visiting them again, nor any other Google sponsors,
until Google straightens this problem out by setting some kind of
standards. It’s not fair to their other clients to let these
D’ohLTs join in. Presumably, Google gets paid on click-through, and
letting these D'ohLTs sit at the table is affecting click-through
rates and actually lowering Google's revenues by driving people like
me away.
Reason 8: Information for making a buying decision is either
insufficient, unintelligible, or just plain wrong.
a. Insufficient information
If you go into a bricks and mortar store, you have at least three
sources of information:
- The merchandise display and any signage the store may
have provided.
- The box and manuals supplied with the product.
- Actual human beings you can talk to who may, if
you’re lucky, be able to discuss whether the product fills your
specific needs.
- Bonus: An 800 number printed on the box, accessible on
the spot with a cell phone.
Websites need not provide the same hierarchy of sources, but they
must provide the same quality and completeness of information.
They need to provide extensive details on the merchandise, along
with comparison information.
They also need to provide information on how the product might work
in the perspective buyer's application, the kind of information
normally gleaned from an experienced salesperson. Many retail sites
cover this need this by encouraging customers to write reviews.
Some retailers further back up their web-based information with
live chat or even phone service. Others provide less information than
may be found on the outside of the box, then wonder why their sales
suck.
Going to the Source
When the price is great, but the information is lacking, the court
of last resort becomes, naturally enough, the manufacturer. The
manufacturer must provide extensive, detailed information on every
product they sell.
Canon USA
currently acts as a wonderful example of many of these top ten faults,
including their use of almost as many teeny little graphic elements
per page as I have on my entire site. Particular among their faults is
Canon's consistent effort to limit information useful to consumers.
I had only two questions about the aforementioned CP-300 printer,
designed to connect directly to digital cameras. One was whether, when
using it slaved to the camera, the user could crop or trim the photo
before printing, and the other was whether it could also connect
directly to a computer. (Their TV ad seemed to imply it couldn't.)
At the time I was shopping for the printer, December of 2003, almost
no useful information at all was available on the Canon website about
this printer. What took its place was a lot of marketing puffery. Over
in the corner one page, I did finally notice a button which downloads
a dreaded PDF file, claiming to explain the product in detail. (I
didn't even noticed this button the first two times I visited the
site, and I was looking carefully. It's hard to imagine all those test
users were able to find it... Oh, there weren't any test users?)
I pressed the PDF download button, went to dinner in a foreign
country, and returned to find the file almost completely downloaded.
(It was one of the faster PDF files.) It turned out to be even more
marketing hype, with lots of pretty pictures of people picnicking on
the beach, although it did reveal that the printer could be connected
to a computer.
As far as I could tell, Canon was
keeping a dark secret whether this printer is practical to use with a
camera, since the ability to crop or trim a photo is vital to any but
the most amateur of photographers and that information was absent from
the site.*
Some time in early 2004, they did increase the amount of information
available on the printer, about the same time as all their dealers
likewise had more information. (It is still sparse, but at least it
does answer such questions as to whether you can use it with a
computer.) The most critical time for this informationt to be
available, however, is just as a product is being released.
Canon USA's website, which I visit from time to time, being a Canon
person, has appeared to be dominated by marketing D’ohLTs for years.
Their optimistic blurbs uniformly fail to provide the necessary
information to make a buying decision. Given that the manufacturer is
the last resort, Canon’s website, with its empty puffery, has got to
be selling a lot of Nikons.
b. Unintelligible information
Let’s look at how two sites display the same information. Here’s
how Travelocity shows flights on Delta from Miami to Ixtapa, Mexico:
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Clean and clear, it gives you all the
information you need, and none extra.
Here’s how Delta itself displayed the exact same data:
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Last month I was complaining about Apple
using too much space in OS
X Finder windows. This month, it's the opposite problem. Delta has
crammed too much into too little space, and for no reason. They have
the full width available to them.
Not only that, they've left out important information, like Travel
Time. See how long it takes you to compute travel times on your own.
Don't forget to consider that three different time zones are involved.
Which three? Beats me. Then, think about looking at a screen with, not
two flights, but ten flights.
Please also note that Travelocity lists the flights in chronological
order, while Delta lists the flights in order of, um, something.
Most importantly, note that Delta is keeping the price a secret, an
approach I’ve seen repeated by other carriers, such as American
Airlines. Since every survey on air travel consistently shows that
price is the most important criterion to consumers, why do they think
that hiding it is a good idea?
The only reason I can possibly see for Delta presenting data in
this 1960's print-out format is that no one associated with the
website has ever visited a competing site, such as Travelocity, so
they just don't know how it should be done. As I always say, when it
comes to designing your site, "plagiarize, let no one else's work
evade your eyes!"
(OK, OK, actually Tom Lehrer said it.)
Progress is not made by everyone reinventing the wheel. It is made
by people noticing Charlie's wheel and adding a greased axle, and so
forth. If your design team is not doing competitive analysis, your
company will be left behind.
c. Downright wrong information
Legitimate sites don't purposely provide incorrect information.
However, many of them provide either no feedback loop to allow users
to report errors, or they make the feedback so difficult to deliver
that most people won't bother. As a result, errors can persist
indefinitely.
Reason 7: Search can’t find.
There are still a lot of websites with 1960s-era search engines.
How many millions is your company willing to throw away because your
search engine is telling customers that products you’ve got stacked
up to the ceiling don’t even exist? Yes, it’s 1960s engineers that
are delivering these wounded birds, but it’s sales, marketing, and
upper management that are accepting them.
Under these kinds of primitive search systems:
a) Misspellings are to be
punished.
B&H
Photo Video Pro Audio is one of many examples of companies
suffering from poor quality search facilities. Searches must be exact,
or they don’t want to sell to you.
If you want a Lowepro 100 AW, you better know that their system has a
space between the 100 and the AW. Otherwise, search will tell you
there is no such product. Competing camera stores are just as
exacting, except that they demand that there not be a space in
the middle.
How many customers know to keep trying various combinations of
characters and spacing until one magically works? Answer: not many. If
the store says “no matches,” they believe the answer is “no
matches.” They just go elsewhere.
b) “OR” searches instead of
“AND”
This is another favorite. The more you try to limit the search, the
broader it becomes. The world voted on “AND” as a default about a
decade ago. Get it together!
Reason 6: "Ha, ha, betcha can’t buy it!"
a) “Just click the missing object”
If you happen to use anything but the latest Microsoft browser on
the latest Microsoft operating system, there’s a fair chance
you’ll be unable to complete a purchase at many sites. For example,
there’s some shopping system supplier that has invisible “Buy”
buttons when Macintosh users try to hand over their dough, even using
the latest Internet Explorer.
True, most people have Microsoft systems, but not everybody does, and
the color of several million Mac-user and Linux-user credit cards are
the same as those of Windows users.
The purveyor of this popular shopping system is clearly at fault
for not testing its system properly, but what of their many victims,
the retail websites that are losing millions because of it? No matter
what kind of outsourcing you may do, you need to have an active
program to verify the outside party is doing their job.
(Please, don't bother writing to tell me that my own website looks
weird on your obscure browser. I'm not a retailer, and I'm spending
just exactly as many hours on this free site as I have available. Do
as I say, not as I do.)
b) “Just pick up the phone and
call the 800 number”
American Express is apparently unaware that e-commerce is done with
a computer, not a phone. Pick out the premiere hotel you want on their
website, arrive at what should be the ordering page, and it will only
tell you to pick up the phone and call them to make the reservation.
I spent 45 minutes getting to the hotel pages, then had to wait in the
queue at the 800 number anyway. Why 45 minutes? I had to:
- Initiate registration.
- Enter all kinds of personal information.
- Find the privacy policy and its carefully obscured
links that enable one to turn off their various forms of spam.
- Change my email to a nonexistent email address—foo@example.com—when
their privacy policy informed me they would spam me anyway.
- Perform five searches to tease out the hotel program I
was interested in, not findable by entering the published program
name.
- Select the hotel after reading all the material on it
and the other offerings.
- Click the button to reserve a room, only to be directed
to call instead.
The final insult? The hotel the website sold me on closed about a
year ago. The people on the phone knew that, but apparently the
D’ohLTs who run the website don’t. I found a different hotel
through a different service. I won’t be using American Express again
except by phone, a service that works quite well.
Reason 5: They upset the shopping cart
You’ve spent an hour in the supermarket, carefully selecting all
the items your family will need for the next three weeks. Now,
you’re headed for the checkout counter, a job well done. But wait!
The power just went out for 2 seconds! Oh, no! All your food is back
out of the cart and on the shelves again!
That’s the experience B&H offers their customers. When my
browser crashed, they pulled everything from my shopping cart, forcing
me to start all over.
Guess what? Many people won’t start over. I once turned my back
on over $500 worth of DVDs after such an experience. Can your company
afford to take those kinds of losses, just so your programmers don’t
have to go the extra step to protect the user’s information?
The worst site in this regard probably on the planet is
TicketMaster, which purposefully pulls the plug after as little as one
minute during a ticket transaction if you don't type fast enough.
(They generously give you three minutes on the page where you enter
all your personal information, including name, address, phone, the
junior high your mom attended, etc.)
Take too long and TicketMaster drops the tickets you were about to
purchase back into the pool for customers who are either younger, not
disabled, or don't feel compelled to read the fine print—or even the
large print for that matter. When they do so, they throw away all the
information you've already entered, expecting you to type it all
again, and again. If you're over 20, you are much better off calling
on the phone, even if it does cost them much more to handle such
sales.
In buying one set of tickets, I selected the tickets seven times
before I was able to complete a transaction, but then, I only type 40
words per minute. Their motive is understandable, even if their
embodiment is Draconian: They don't want someone else to be turned
away while grandpa spends an hour deciding he's really no longer into
heavy metal. Grandpa should, however, be allowed more than two minutes
to discover whether the tickets are behind a post 1/4 mile from the
stage.
Interestingly, the first set of "best available" tickets
I was offered were in row 16. Then, they jumped to row 22. They moved
around in row 22 through the next five attempts. On the last attempt,
more than a half hour later, I was offered once again the original
tickets on row 16. My only explanation is that most users keep getting
kicked off the system, so that those tickets had been offered over and
over again, finally returning once more to me. I typed really fast
that time.
TicketMaster needs to look at their logs and figure out what
percentage of users are getting kicked off the system, and what
percentage of those never come back.
Other companies throw business out the window in the name of
security. If I've left something in the shopping cart for perhaps 30
minutes, that is apparently akin to leaving a bank vault open for 30
minutes with a "free samples!" sign. These companies then
deliver a completely incomprehensible systems-level error message and
dump people out of their site. Funny, amazon.com seems to be able to
let me leave things in my cart almost indefinitely without these
security measures. What do they know that these D'ohLTs don't?
Southwest
Airlines, a beautifully-designed site, seems to have hired some
engineer-to-English translators to work on their site, a bold move
that certainly bucks conventional D'ohLT wisdom. Check out their
message when they bounce you out of the system. It tells you not only
what's wrong, but what do to about it:
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Of course, there's always room for
improvement.
Reason 4: The site seems to say, “We suggest you buy
elsewhere”
A few particularly ham-handed sites let you know in front that they
apparently don’t want your business.
Dell has been spending millions of dollars trying to get people to
come to their site to buy cameras, printers, and other assorted
non-computer “accessories.” When people get there, however, they
learn that, while Dell wants your money, they’re in no particular
hurry to get your merchandise to you.
In fact, they let you know, in the case of each of the items I
explored, that it will take “5 to 7 days to ship.” That’s just
to ship! And these are items apparently in stock! Of course, you can
pay a high premium for overnight delivery, just so you can get your
camera or printer in 6 to 8 days. Not likely.
I like Dell computers, I’ve bought three of them in the last three
years, but I won’t be buying anything other than computers until
they learn how to compete in shipping their products.
The worst part of all this is that the disclaimer may not even be
true. Dell may normally ship in a day or so—I certainly received my
computers before promised. If it is the case that some anxious
person—a lawyer perhaps?—decided they must label everything with
the worst case, instead of putting in a real-time inventory tracker
report, that decision is costing the company millions.
Reason 3: Customers can check in, but they can't check out
In 1960, I worked at Bank of America on the ERMA project. ERMA was
the world’s first electronic check processing computer. It had core
memory—ferrite beads suspended from wires—and vacuum tubes. The
memory was infinitesimal—less than that of the original Apple One,
and the speed was hundreds of times slower. Programmers in those days
did not throw away bits or clock cycles. Both were precious
commodities.
Guess what? It’s now a different century! Computers have what can
only be described as gobs of memory, along with blinding speed, speed
so extreme that only the finest operating system developers in the
world can bring them to a crawl.
So why can’t I input my credit card number the way it appears on the
card? Why do I have to suck the extra spaces out, making it all but
impossible to re-scan it for errors? We’re talking three spaces
here, three bytes. We’re talking a loop to scan for those characters
that can be accomplished in couple of microseconds.
What possible reason exists today for writing third-rate code that
was no longer acceptable by the late 1970s? How much money is your
company willing to lose to put up with it? When are you going to
demand that people be able to enter dates in the way they are most
comfortable, enter credit card numbers in the way they are most
comfortable, and enter social security numbers with the hyphens as
either God or Roosevelt intended?
And speaking of dates, why does the program default to a date in
the distant past, instead of today's date? And, when making a hotel
reservation and I've entered a date a week from now, why does the
program then guess that I'll probably, therefore, want to check out a
year and a half ago? Sloppy, sloppy, sloppy, as is giving me a type-in
box smaller than that which you want me to type in.
Reason 2: After the sale service
Travelocity, my favorite travel site, emails out weird e-tickets.
You know that six-character record locator code that all the airlines
live by? It's not on there, as far as I can tell, and I've looked
really, really carefully. Instead, there is all kinds of extraneous
text having nothing to do with my getting from Florida to New York (a
problem not limited to Travelocity). The reason I was on the Delta
site lambasted earlier was so I could actually make the purchase from
them and get a proper e-ticket after using Travelocity's excellent
facilities to make my choice.
Amercian Airlines does give you all the information, but their
e-tickets. print out weirdly, with each frame (!) on a separate page,
so you end up with this wad of paper with lots and lots of white
space, in lieu of a single sheet of paper. What's an e-ticket doing
with frames, anyway? This has been going on for years, apparently
unnoticed.
Reason 1: Buyer Protection problems
An example of this one is PayPal. They claim a buyer guarantee,
and, when you try to pay with a credit card, flaunt the guarantee and
tell you that, if you don't use the card, they'll enter you in a
contest you're most unlikely to win.
I recently used my card, and I won a much more important contest. I
received fraudulent, unusable goods on an ebay auction. It turned out
PayPal won't actually pay out unless you receive absolutely nothing
from the seller. Even an empty envelope gets PayPal off the hook. Only
because my credit card backed me up was I able to retrieve my money.
Corporations and their lawyers depend on the fact that we won't be
reading the fine print on the myriad forms we click "agree"
to every day to maintain the upper hand. The courts, peopled by the
same lawyers who, wearing their politician hats, have voted in these
corporate protections, like to pretend that everyone a) has a law
degree and b) has nothing better to do than interpret a 20 page
document viewed through a postage-stamp window.
It's a buyer-beware e-world, making bricks-and-mortor stores, where
you can touch, feel, and plug in the merchandise before buying, much
more attractive. Offering limited protection, then trying to talk
people out of the real protection of a credit card sale, is par for
the on-line course.
Until the on-line retail community addresses all these issues, the
real e-commerce revolution will continue to be on hold.
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