No, this is not about that awkward moment at a networking event or social gathering when you can’t remember someone’s name. This is about that annoying moment when I login in to Twitter.com and it asks me yet again if I want Twitter to “remember me.” Every time I check the box, yet every time I come back it prompts me for my username and password again.
I don’t know if it’s a setting in Firefox, or what, but I check the box every time, but Twitter never remembers me.
These are the little brand touchpoints that build likability and trust. Or, annoy your customers to no end.
Review the touchpoints on your own web site
If you haven’t done so recently, walk through your own web site and see what is involved to sign up, log in, or get to the information you need. You may want to set up a few “tasks” and ask some friends or associates to try and complete the tasks. Can they find your e-newsletter signup? Do they actually confirm their email address? Can they register easily for your next seminar? Can they search or use a sitemap to help them?
You don’t necessarily need expensive usability testing to get at the heart of many annoyances that are driving traffic away.
Most of are not as lucky as Twitter… if we annoy the user, they go away. Twitter has a strong calling that will overcome these obstacles, but your web site and brand may not have the perceived value (yet) to do that for your viewers.