Web Usability (was Re: Mass mailout from opt-in list)

From: Brandi Jasmine <brandi_at_brandijasmine.com>
Date: Fri 02 Mar 2001 13:07:49 -0600

GUSTI SETIAWAN <masbali_at_yahoo.com> WROTE:

>There is a software called Mailloop that can help you run
>your opt-in list / newsletter automatically. Check it out at:
>http://www.marketingoninternet.com/mailloop.html

<snip>

>And let me know your comments.

Just remember, you *asked* for it <g> ... the site is a
terrific advertisement for the need for a web usability
consultation. I spent ten minutes scrolling through the
seemingly bottomless page, looking for a price, only to
find an order form that immediately starts off by asking
for "the name on your credit card number". There
is _no_ way I will click on to the next screen. That
reminds me of an interesting sub-point ...

I remember in one marketing seminar, I was mind-boggled
by click-resistance that people were showing. The program
set us up to critique each other's sites as harshly as we
could. People were eager to be torn apart - It was like getting
a free usability study. But folks kept saying "Well, that
button is not clear enough, what is behind the "catalog"
button?" ... I finally got fed up - I mean, why not just click
on it and find out? So I asked "What are you afraid is going
to happen if you click on the button?" and a voice rang out
from the back:

"I'm afraid I'm going to WASTE MY TIME!"

Well duh! It should have been obvious but it was a real epiphany
for me. I hadn't thought of it that way before ... and I realized
I have my click-avoidance moments too. Like when I was at
your page and came across a form asking for the name
appearing on my credit card.

So. How much IS this software? What are the features?
What are the benefits to me? I am sure that information is
buried somewhere in the page - which would be great maybe
as a full-page ad in a magazine or a flyer piece. But web surfers
want "just the facts". The main points (price, features, value,
order page, support, FAQ) have to be point-form, above the fold.
I would expect that the majority of the visitors to this page
are going to be turned off within 30 seconds when they
realize they have to sit and read page after page of irrelevant
sales-bumph. I know I was.

Sorry to tear up your page like this but I've been paid to be
"mean" to web sites. I figured there might be others who would
benefit from seeing the feedback.

Kind regards,

Brandi Jasmine
Writer, Digital Photographer, Illustrator
        www.brandijasmine.com
www.astrology.ca - www.twostar.com
      brandi_at_brandijasmine.com



Received on Fri Mar 02 2001 - 13:07:49 CST