Something has been bothering me for a while now. And this morning it came to a profanity-hollering head, which means it’s time for a rant. But first let me ask you a few questions: When you step up to the checkout counter at your local grocery store, do you have to fill out an application to make your purchase? No, just hand over a fistful of green and walk out with your grocery bags. And how about the electronic store? Same story right? Now what about the post office? Do you need to your information on file to buy stamps? No again, right?
So why in the name of Lucifer’s left ass-cheek should you have to create a profile when you make a purchase online? Isn’t shopping online supposed to be a convenience? Isn’t it supposed to be as easier to buy on the internet than in real life?
Let me explain why this incredibly stupid process has me foaming at the mouth this morning. As a great fan of taking care of as many chores as possible on the internet, I decided to go online to print out some postage for some cigars I’m sending to a friend. I know I have an account on the USPS website, so I spend fifteen minutes trying to remember what my user ID and password are. In no time it becomes clear to me that not only do I not remember it, I apparently made a typo when I answered the “secret question” to reset my password.
No matter, I’ll just buy the postage without signing in. No big deal. So I enter a page worth of shipping details and click continue and boom, I’m looking at a login or register page. What the hell? I can’t buy postage without surrendering all my personal details for them to store in their customer database for my convenience? What if I don’t want you to remember my credit card information and address for my convenience? It’s not very convenient to have to enter all my details twice to make a purchase, especially if I almost never use your service!
To add insult to injury, what’s the deal with all the password restrictions? If you require the user to enter a password with 2 uppercase letters, 5 lower case letters, 3 symbols, 2 numbers and a picture of Al Gore in a sombrero, all your securing is the fact that the user will never, ever remember this password. Unless you’re a bank, YOUR WEBSITE IS NOT THAT IMPORTANT. If I want to make my password 1234, which is about as secure as the average person’s ATM PIN, dammit, let me! I’ll even go half way with you on this. If my password isn’t up to snuff, refuse to save my credit card information. Sound fair?
And while I’m on my soap box, let me just mention that if you do make me login to see what’s at the end of link you email me, you damn well better remember where I was going after I sign in. I can’t tell you how much it pisses me off to follow a link, be forced to log in only to be dumped out to the homepage. (Fortunately for things on my desk the USPS website did not do this to me.)
So in summary, let me help all the online retailers out there with a short, simple lists of things to fix to make your user-friendliness to go from crap to cool.
Signs Your Retail Website Sucks
- You require your customers to create a profile to purchase things you could just as easily buy in a brick and mortar shop.
- You require your users to create a password more cryptic than the Voynich Manuscript. Unless you’re a bank, a brokerage firm, or traffic in information requiring security clearance. (No, secret recipe barbecue sauce does not qualify!)
- You make me login to follow a link, and then forget where I was going. You forget me, I forget about your website.
- The only thing I should ever have to enter more than once is my 25 character password, and only when I create that stupid profile.