Tuesday, 29 June 2010

How to get site experience wrong

I have just discovered how easy it is to get a site experience, technically right, but from a consumer perspective horribly wrong. So wrong that consumers are aching to give their business to someone else even in a market where you are relatively dominant.

1. Agree your business model and purchase journey.
2. Put it on line.
3. Direct consumers through it.
4. Upsell, upgrade, ignore consumer interactions eg closing windows.
5. Continue to offer helpful reminders just in case consumers missed offer the third time.

Of course the business may argue the process works and is a source of value. They are confused, it is nothing to do with marketing or customer service more the fact they operate in a duopoly/cartel/monopolisitic competition environment and consumers have little choice.

For more detail on actual journey please go to http://www.easyjet.com/

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United Kingdom
Just curious about marketing, psychology, economics, business, irrational behaviour, people, models, communications, advertising, market imperfections, b2b marketing. I work in the marketing communications industry for OgilvyOne.