Today I’ll write about a few things I find disturbing for some online businesses I came across with, mostly in paid-to-click and traffic exchange niches. Some are downright outrageous, others may be just a matter of personal preference.
Here we go:
- Removing or deactivating a free account for no reason or because of an extended period of inactivity.
When every online business is fighting for new members or subscribers, removing old (inactive) accounts is simply a bad call. Not to mention the impression you leave to the members facing this experience, if they ever want to check out your business again.
This happened to me more than once at a very high profile pay-to-click site (and not only). And the reason I preferred to buy advertising for six months at a competitor instead.
Personally, I regularly visit only a fraction of the sites I ever joined. But every once in a while I get back to sites I haven’t tried for a while. I might buy something or not. But if my account is gone or deactivated, then that’s one potential customer less for them.
- Zeroing balance due to extended period of inactivity.
Really? And how can this decision be justified? They won’t buy anything anyway.
It’s almost as bad as removing or deactivating the account. What if someone is close to payout and takes a month off?
Related to this practice, but partially justified in my opinion, is applying a monthly or daily fee to member account balances, as long as it’s not an outrageous amount. Its reason is to cover operational costs, but let’s keep in mind those costs cannot compare to those of a similar offline business. A better option would be to apply the fee to inactive free members only. But in most cases, I find an administrative fee unnecessary for small online businesses.
- LONG sale pages at login.
Where do people want to go when they click the login button? To their dashboard, of course. Login offers are great and really work, but many owners don’t know how to use them. Long sale pages (more than one, or at max two screens) have no place at login in my opinion. If you have a long sale page, you can make a condensed version to show at login. Why not use the long version? Because it takes more time to load and people will rarely read it anyway.
- 3-4 login offers in a row, every time, not on special occasions.
If you do that, you train your members to go straight to the link to pass up your offer, every time.
- Login offers and ads showed at every login, not just once a day.
This is a matter of personal preference. Showing your login offers once a day will make members pay attention knowing they miss it if they pass it up. Even better for one-time offers or if they are showed very rarely.
I’m sure many of the decisions entrepreneurs take are backed by numbers. But sometimes is better to clear our minds of stats and try putting ourselves in the shoes of our potential customers. Return to the ground level.