09 Jan. 2012
Conversion failure by device bias. Tele2.nl, one of the Netherlands' larger internet and telephony providers, ignores iPad users when creating birthday cards. If they neglect you, why should you give them your money?
For my birthday, Tele2 sent me a congratulations by e-mail. In that message, they placed a hyperlink, urging me to visit their web site, promising a nice birthday card.
No, they aren't being nice. They want me to check out their other offers and sell me more stuff. They want my money.
Unfortunately, what I saw was no birthday card. Instead, I saw a plug-in notice: please upgrade your Flash player.
Touch the image for a bigger, better version (34KB).
Very kind indeed: rather than showing nothing at all and quietly assuming everyone uses their favourite technology, like book shop Bol.com last week, they do tell innocent clients which plug-in is needed. Good show.
However, my device for browsing that web page does not, can not, and will not play Flash. It's an Apple iPad. I just fell victim to people suffering Device Bias.
Why should Tele2 care?
Because they want my money. It's a conversion attempt.
With a working birthday card, chances are I might feel pleasurable and kind, look around the site for a bit, and remember that pleasant feeling next time I need to get internet, telephony, or television services.
However, with this kind of failure, I will feel frustrated and neglected. Next time I am looking for their services, I will remember that, instead.
Bad for sales.
"Your Money Isn't Good Enough".
What Tele2 could have done
They could have provided fall-back content. A static screen shot of the card would have sufficed.
No, they aren't being nice. They want me to check out their other offers and sell me more stuff. They want my money.
Unfortunately, what I saw was no birthday card. Instead, I saw a plug-in notice: please upgrade your Flash player.
Touch the image for a bigger, better version (34KB).
Very kind indeed: rather than showing nothing at all and quietly assuming everyone uses their favourite technology, like book shop Bol.com last week, they do tell innocent clients which plug-in is needed. Good show.
However, my device for browsing that web page does not, can not, and will not play Flash. It's an Apple iPad. I just fell victim to people suffering Device Bias.
Why should Tele2 care?
Because they want my money. It's a conversion attempt.
With a working birthday card, chances are I might feel pleasurable and kind, look around the site for a bit, and remember that pleasant feeling next time I need to get internet, telephony, or television services.
However, with this kind of failure, I will feel frustrated and neglected. Next time I am looking for their services, I will remember that, instead.
Bad for sales.
"Your Money Isn't Good Enough".
What Tele2 could have done
They could have provided fall-back content. A static screen shot of the card would have sufficed.
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