(check out my latest part3 review of a poorly designed website here:)
2. Staples Ad promises much but fails to deliver.. twice!
So I’m browsing a tech site, and see this Ad from Staples:
I’m feeling a little intrigued by the “limited-time tech deals” and “roll over to see more” promise. I’m impressed with the fact that they have tech-deals on a tech blog. They directed the advertising to me, in an extremely relevant yet subtle manner. And, I don’t know if they meant to or not, but with the “roll over to see more” they hooked me.
That’s two points.
So, I “roll-over” the ad and I get this image:
That’s what I got: Nothing.
Not only did Staples lose the two points they just got but they went negative in my books.
But I’m still wondering about those promised “tech-deals”, so I give them the benefit of the doubt – maybe it was the advertising company they contracted out to.
So I click on the “See Weekly Ad” and get the following website:
At this point, I am a little more than slightly frustrated.
Those who read my earlier post on location-based website can attest to this, but I feel that such a basic task as asking for your location from IP address is such a simple, yet valuable addition.
Granted, I was on a US tech blog, so I can understand why the Staples ad brings me to the US Staples site. But seriously, even MSN.com got it right, why can’t you?
So I figure, I really don’t want to:
- open a new tab/window
- type on staples.ca
- enter in my city, postal code, etc again
- find the “new tech deals
Instead, I want to
- Type in my city, country and have it direct me to the Canadian version of the staples site for my city!
So, as a last chance, I give them the benefit of the doubt again and type in “Vancouver, Canada.”
I receive this error: “Please enter a Valid Zip Code or City, State”
At this point. I’m done. Staples has become irrelevant to me. They are more than minus 1.
Will I stop going to Staples from now on? Probably not forever, but as a user I will constantly think about this every time I’m tempted to use their website.
Some suggestions for improvement – though Staples seems so large, and I so small, I hardly know if they will head these:
- Create a much smoother transition from your Canadian and US sites. (e.g. When I entered Vancouver, Canada that should show to you that I’m looking for Vancouver, in Canada, and send me to that site)
- Building on 1), detect where users are (including city, and postal code/zip codes) so users don’t have to keep typing it EVERY TIME.
- Test your ads on the majority of browsers, and the majority of Hardware! (I’m using Firefox 3.5.3 running on Snow Leopard (10.6.1) with a Macbook Pro 15″. Hardly a minority from what I’ve see nowadays)
- Golden Rule: Don’t suck. (I got this as an inspiration from the head of Google Canada). If your data sucks, your content is terrible, no matter how nice the ad or site or marketing is people won’t keep coming back. In this case, there was no data. That would translate to “suck” for me.
Again, not entirely staples’ fault, as they most likely went through a third-party for the ads, but that’s not what users think.
In short, Staples promised-high (with the design, the roll-over secretive anticipation) and succeeded on not only failing to deliver, but also annoying me.
From this humble user’s perspective, companies big and small need to stop doing that.