There is a fine art to understanding how, if, and when a customer wants to be helped. We’ve all experienced it: the difference between the poorly timed, inane, nagging questions and a salesperson who comes to your side just as a question about a product forms in your mind, adds insight to your shopping quest, and has you smiling at the check-out desk. Or the professional who distinguishes between when you’re in a hurry to find one, specific thing, vs. a leisurely browse that might see you buy an entire cartload of items.
The internet has taken the challenge of good customer service to a whole new level. It’s making me crazy. Why? Because pop-ups. There are many fine examples of using the internet to deliver better information about products, and ways to make products more accessible, both financially and physically. However, more thought could go into the implementation of some web browser popups.
Here’s a list of various pop-ups that miss the mark, at least for me:
- Offering your newsletter before the site has even fully loaded. I don’t know who you are, what you do, or if I’ve clicked on a link by accident. So no, I don’t want your newsletter. Ditto alerts, updates and notifications. If you waited a bit, I’d be more likely to say yes. So wait a bit. In person, this would equate to a person with a clip board, standing at the store entrance, demanding ‘Do you like our store?’
- Trigger happy sidebar ads, especially ones that scroll down the page with you. If I I’m interested in what you are selling, I’ll click on it. If I click by accident because of poor page design, I will hate your company for the rest of my life. It’s like a sales person holding up jackets when you’re browsing shoes and repeating: “How about this?” “How ’bout this?” “How bout this?” “How ’bout tis?”
- Chat with an associate before I’ve even read a sentence. Put the dialog box away until an appropriate time to suggest it. Yes, it’s great you have people or bots to answer questions, but why do you have a website in the first place? So people can read about your company/product. This is especially true for logging into email and being offered chat with my friends. If I wanted to chat, I’d open a chat app. I’ve opened an email app, so guess what I want to do?
- Why are the only two choices for getting rid of an ad that I don’t want to see: it covers the page1, or, it’s offensive? I have reasons for not wanting to see the ad. Maybe it reminds me of my ex-husband or dearly departed pet. Do you really want to push that negative association on me, so I can forever be repulsed by whatever is being promoted?
- I don’t want extra windows to pop open with suggestions for helpful things like saving my passwords, adding people to my contacts, creating events in my calendar, or downloading an app to make what I’m doing easier2. It would be easier if I wasn’t constantly interrupted with popups trying to do things other than the one I’m trying to do. This is like trying to buy milk and bread while an over-zealous salesperson offers to determine my shoe size, the colour of my aura, or what my family history reveals about the perfect pet for me.
- Requiring sign-in three screens into a site. There should be a flag (maybe like the toxic waste symbol) for sites that require creating an account to access the info they’re offering. Spending time on a landing page to get excited enough about the content to ‘click here to download’, only to find out that you need to surrender enough personal information for military clearance, is poor communication. Facebook and LinkedIn landing pages make it very clear that you are going nowhere without an account. It’s like getting to the check out at a store with some fabulous finds and discovering that the marked prices are only available to members. Who have signed up. With their personal information.
- There should be a special place in hell for ads with a hard to find, or absent, close window ‘X’. This is the equivalent of a salesperson who doesn’t understand ‘I’m just looking’ as the signal to GO AWAY but instead follows you around the store, quipping useless information with each item you look at, oblivious to each new sneer.
Maybe everyone except me else loves pop-ups because they provide useful information. Most of us have things to do and don’t want extraneous pop-ups filling out lives with the need to swath though screens, like an explorer with a scythe in the jungle, to see what we came to see.
I might like pop-ups better if they added value. I am curious to know what conclusions fancy algorithms draw from my various searches and posts, akin to the fascination my rational self has with having my fortune read. A clever observer of people can conjure an accurate reading by observing and responding to their subject’s cues.
Know your client. In the modern era, that has to be done without invading privacy, which is how any good human salesperson has always done it – respecting the client’s preferences. The challenge is doing the same online. I’m sure someone or something will figure it out. Soon. Please.
1I’m probably being too honest because I won’t click on ‘it covers the page’ unless it covers the page. It only covers a third or a quarter of the page, so I don’t click.
2I realize this may not be the fault of the designer of the website I’m perusing. It’s the helpful operating system on my device. Still, back off.