I received a text message today offering a 2 for 1 voucher from my local pub. I was quite impressed because the text message was very targeted and considering it is a pretty sunny day I thought it was very relevant. This was where my admiration ended. What follows is the steps I took to get the voucher. Ready?
I have a iPhone 3GS. My text message said to click on a link to get my voucher. I did so and was sent to my Safari app and the following screen was loaded:
There was no mention of the offer on this page. I thought, maybe I need to go to the mobile site. So I clicked the "Or Continue To The Mobile Proper Pubs Website" at which point I was presented with this screen:
Still no mention of the voucher. There was an advert for another thing I could win but not the reason I came to the site. So, being in the business of web applications, I think to myself, something must have gone wrong, let's try this again. I go to the text message and click the link again:
Hmmm....still no mention of the offer. Being curious I decided to scroll down:
Aha! Here is the voucher advert. Now how to do I sign up? Erm, do I click the Terms & Conditions link? The advert itself isn't clickable, so what do I do now? At this point I had given up but decided to play around with the app. I put my post code in and clicked search:
I then clicked on the Butchers Hook because that is the pub closest to me and the one named in the original text message.
Nice, my local pub. What else is there on this screen? After scrolling down:
Wait, finally! The link to get the voucher! At this point I was no longer interested in this but was pleased to note that the voucher does actually exist somewhere in the app.
There are several issues with usability with this but the main problem is that the landing page for the link does not follow on from the original marketing message. Mobile developers need to realise that "above the fold" also applies to mobile screens, if I can't see something on my first screen, mobile devices usually don't give an clear indication that the screen is scrollable. Don't take anything for granted. Ever.
A redesigned version of this would include the following:
- Automatically redirect to the mobile site on detection of a mobile device
- Clear instructions for receiving the voucher on the very first screen shown to the user.
- Reduce the header, not really needed and just wasting precious space
- Move the Get Voucher link to higher up on the page, even before the details of the pub. I came for the voucher, not to find details of the pub!
I believe these simple changes would help to increase conversion rates and reduce customer friction by a significant percentage!