The Harder You Make The Process, The Better Your Competitor Looks

Posted By Debbie on Sep 20, 2016 in UX/UI


I just want to book some spa time. How hard should that be?

What are the services and what do they cost? Well, they’re both PDFs. Seriously? Nobody considered that someone might want to look at this on a phone?

And yes, that the word, “both,” was on purpose. The service descriptions and the price list were two separate documents. I’d have to review services, say OOOOO sounds good, then look at the separate pricing doc, and see if it’s in the budget.

Or you could write the pricing contextually with the services. Does this spa believe that people will book without knowing the pricing? Why make this harder for me? Uncool dark pattern. Get rid of PDFs. Have a responsive site with prices after you describe the service.

In an age of online calendars and endless appointment systems, I would imagine that most spas have some sort of online booking. This spa does not have online booking, making it look like it’s not keeping up with the times. Heck, even I offer online booking and I’m not even a spa. (And I recommend Acuity for scheduling/online appointment systems.)

They had an email address. I emailed them asking if they can fit me in on this day for these 2 services. Ten minutes later, I got a final bounce message. Email can’t be delivered.

It’s 2016. Nearly 2017.

And you have no online booking. PDFs for separate service description and pricing. An email that’s a dead end.

The harder you make it for me to do business with you, the more likely I am to choose a competitor. I have before chosen spas based on who could do online booking. Saves me a phone call and tells me right away if I can get what I want when I want it.

I would choose a competitor but I was at this spa before and it was nice. I liked it. It has decent Yelp reviews as of when I’m writing this (62 reviews giving it an average of 4 stars). I would like to go back.

It was nearly empty when I was there. And this may explain why. Businesses, make it easy for me to give you my money.

Bonus tip: make it easy to read

I’m looking at a competitor’s PDF spa menu. It’s white text on a light cyan background. Ouch ouch freaking ouch not easy to read. Please, people!

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