FFR030 - How To Avoid Losing Goodwill With Your Prospects
Today I’m going to be taking another look at Steve Krug’s great book on web usability, “Don’t Make Me Think”. There’s a chapter in the book called “Things That Diminish GoodWill” and I’m going to be giving my spin on each point he...
Today I’m going to be taking another look at Steve Krug’s great book on web usability, “Don’t Make Me Think”. There’s a chapter in the book called “Things That Diminish GoodWill” and I’m going to be giving my spin on each point he makes, and how it relates specifically to funnels. So let’s get straight into it:
Hiding information the user wants such as price, or to a lesser degree... information about being sent marketing emails if you sign up for a list.
Making what should be simple be difficult instead... such as formatting data, spaces in credit card numbers or phone numbers.
Asking for information you don’t really need... such as personal information seems unnecessary.
False sincerity... such as attempts to convince the prospect you care about them, but it’s obvious you don’t really. An example... Your call is important to us.
Having to wade through pages bloated with fluff that make it hard for people who are in a hurry to get what they want.
Generally sloppy and amateurish looking pages that look unprofessional or thrown together quickly.
Of course you need to always test and not just rely on best practices or what “critics” say. A good example are pop-ups asking for opt-ins, which most people find annoying... but if they provide a lot of opt-ins then it’s best to keep them there.