How to alienate your savvy customers
LendingTree (I have used them in the past), sent me an e-mail about applying for a Home Equity Line of Credit which included this:
Let’s count the ways in which this is wrong:
- Using more than one color to identify links
- Showing me a Web address that doesn’t work
- Telling me to click on a link instead of manually entering it into a Web browser. I haven’t spent the last ten years doing usability studies, but isn’t clicking on a link kind of the default behavior?
- “Don’t cut and paste” — hard as I try, there is no way I can cut this link out of the e-mail you sent me
- Forgetting the “J” in “Bryan J Busch”
Now that I think about it, I’m not sure I even understand the metaphor in the name “Lending Tree”. Is it a reference to “The Giving Tree” by Shel Silverstein?
17 April 2008, 15:00
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