June 14, 2014
This may seem like a no-brainer, but it’s not always the case.
If you want customers to interact with your site, you have to make it really easy. Really, really easy. If you make me sign-in or register to write a review, save to my wish list, or respond to a poll- I get it- you need to make sure I have a stake in what I’m putting on your site, that I’m not anonymous, and may therefore think a little more carefully about what I say or do. So I’ll do it. But do your part: remember where I was, and take me back.
A good experience: I click ‘submit a review’. The site asks me to sign-in or register. I do it. After I sign-in, the site takes me to the next logical page in the path I was trying to take to begin with: the ‘submit a review’ form for the item I was looking at.
A bad experience: leaving me on the My Account page after I sign-in. Why am I here?
This isn’t one of those things that will give you an instant bump in conversion- but it IS one of the things that will enable your customer to easily connect with you, potentially stay on the site a little longer, and feel better about it, too.
The quickest way to lose a customer’s interest is to make it a chore to get involved. If I’m trying to interact with you, and you leave me on your “My Account” page after I sign in, am I going to go back and navigate to that product again? Maybe. Or maybe not. I would have to be pretty motivated. I can’t see wanting to submit my review that badly.
People don’t necessarily notice when you have a seamless site experience. But they notice when you don’t.