Something that always bothers me is when I return to a site I frequent, and it is difficult for me to log back in – for a variety of reasons, but mainly because I can’t seem to locate the exact button or page that requires me to re-enter my information.
Now this may not seem a big deal, but in my opinion, your returning customers should have the easiest time getting to the information they know and love. I’m all for getting new customers to “SIGN UP NOW!” and the need for them, but it’s your returning customers that need to feel the love too.
For example, on Typepad.com (GASP another blogging platform?!), I am greeted with the “FREE TRIAL! SIGN UP NOW!” page on a regular basis and I always find it extremely difficult to figure out where little ol’ me, you know, their steady customer who refers people to their website all the time, goes to re-sign in!! Oh, I found it. It’s the size 4 font in the least viewer friendly section of the screen…the top left. I don’t like it.
There is a solution in sight, believe it or not. I just want these websites to like me! Appreciate me! How do they do this, you might ask? Simple. Personalize it! Amazon (cue typical reference music) is pretty good at this, and it makes me happy! I want to feel like this website I love, loves me back…by knowing who I am and suggesting things for me, or just making it a more pleasant experience.
It’s my suggestion to make your RETURNING customers feel welcomed as much as (if not more than! It’s common knowledge that your current customers are your most valuable!) your new ones.
If this personalization of your homepage is not within your budget, why not allow for equal space for both NEW users to sign up, as well as current customers to LOGIN! Genius, I tell you! Twitter does a pretty good job of this, and it alleviates the issues that your current customers may be facing.
markIT!_make your customers feel the love. they’ll love you for it.
Any thoughts on this??
Speak.