Lost sale – a tale of a forgotten password

“Online interactions should mimic real-life experiences as much as possible”

– from a Colleague’s conference abstract

With all the talk about customer/user experience, businesses sometimes forget that ALL interactions matter, and that friction built in any phase of the transaction will slow down the momentum. Having 1-click shopping experience is great, but not when there is no way to reset a password and complete a sale in the time already mentally allotted for it.

Recently, for example, I was about to buy shoes from Zappoes.com, since I figured it would be easiest for me for to just reorder the last pair of shoes I bought there. With as many account we have nowadays, and different security requirements, I could not remember the password and had to request a reset. A common enough occurrence, I suppose. I find it strange that Zappoes can get shoes to me, if I could order them, faster than they got the password reset email to my Inbox. Like many consumers, I am willing to wait 5 or 10 minutes for such an email, but when it does not arrive – I am forced (forced, I tell you!) to go to Plan B. In this case Amazon won the day. It took me a few extra clicks to locate my desired pair of shoes – but at least I could get in and buy.

So a kind reminder to online merchants – I suspect you lose a sale for every 10 minutes password reset is not done. And every such lost sale is totally unnecessary. If you are not sure how long your site takes to reset a password – go and test it now, do not put it off till tomorrow when more of your sales are going to Amazon, which is one site users do remember their passwords.

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