But we still have to take some rough with the smooth. We may have access to information and can buy almost anything 24/7 but locating information can be infuriating if websites are poorly constructed. Also, buying the right goods at the right price isn’t always as straightforward as it seems.
Some websites seem to be redesigned every two minutes. Of course change can be good if additional functions benefit users.
I’m sure we can all think of examples of websites that have been enhanced but the ones that tend to stick in the mind are those tampered with unnecessarily.
We recently revamped our intermediary website and involved a number of brokers early in this process.
Their input was to keep it simple. They wanted easy access to systems, policy and products, an affordability calculator consistent with criteria, and a clear homepage so that necessary information wasn’t multiple clicks away.
Information that customers need should be presented in a way that enables them to make informed choices easily and quickly.
This philosophy should extend beyond the realms of websites into everyday business practices and it is something we could all probably integrate a bit better.