The cost benefits of usable design

We keep hearing you can increase sales and reduce support costs by implementing a usable design, here are just two examples of why: 

  1. insurance. A friend wanted to purchase some home insurance; she got a great quote from Tesco’s, which gave her the cover that she wanted, or so she thought – she was not entirely sure if she read all the small print on screen – but she was ready to buy nonetheless. But then she couldn’t, the website would not let her complete the transaction. Annoyed that she had spent long enough on their website already she submitted a complaint and left. The next day she received a phone call apologising for the inconvenience and offering her the chance to buy over the phone for the web discount price.
    In this instance they were lucky as they didn’t lose the sale as she hadn’t bought another policy just yet. She took their offer and bought while on the phone. What they did do is waste money in chasing her for her business – if she could have completed the transaction online in the first place it would saved everyone all this hassle.
  2. Another example, again from trying to book travel insurance for 20 people that are all going to a family wedding next year. was so frustrating to use that they lost this sale and the person booking it went back to the travel agent and paid more for it, just because it was too much of a hassle to do online.

The point, I guess, is this – this is just two examples of one website – how many more sales are Tesco’s losing because people can’t seem to use their insurance website?


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