Online commerce regularly falls short of good experience:
Requirement to register before transacting
Lack of human touch (forms, errors, copy, imagery)
Limitations on payment methods
Inflexibility in data entry (date, phone, names, passwords)
Difficult navigation and too many steps
Poor recovery from errors, no help when needed
Inconsistency across retailers
Too many hard sells and requirements on customers (required registration, paperless or autopay signup)
The broken agreement Reliably render a service or product that lives up to its promise Always pay for that product or service in full and on-time Business Customer If a customer has a bad experience, nobody’s happy… Even if a business offers something great…
They don’t want to bother , since other options are available (phone, in person, by mail, or through a third party or bank).
They don’t have time (including error recovery, number of fields and steps it make take as long as bill payment)
They don’t have the required information on-hand.
They don’t want to enter and save personal information online if they can avoid it.
They see it as an extra step to the task they came to complete.
They don’t perceive the required account as a convenience.
They are simply exercising free will to avoid creating yet another account on another website.
At one retail energy provider website, only 40% of people who began registration completed it.
Bottom line: Registration is a barrier to entry and should be optional.
Simple Guest Payment Flow Homepage Pay Bill Options Guest Payment View Bill and Pay Verify Payment Confirmation and Next Steps Pay Your Bill Logon and Pay Register Now Just Pay Now Account Number ( Look up ) Personal Identification Email Address Continue Current Balance: $XX.XX Pay this amount: $______ Card/Bank details Continue Almost done Review all info Submit Payment Confirmation Receipt Register your account now: Setup username/password Agree to terms
Honor the agreement Reliably render a service or product that lives up to its promise Always pay for that product or service in full and on-time Business Customer … businesses need to take more responsibility for making the exchange easier for customers. Beyond just providing a product or service…