Have you ever gone through an email and found compelling reasons to click through and learn more but….there was no link to click? It can be a very frustrating experience. And that’s exactly what happened with AdEspresso recently.
This past month I started using AdEspresso to help manage multiple clients Facebook Ads campaigns. I’m happy with the service so far because it makes it really easy to test, build new campaigns, and quickly create customized charts to view your data in different ways.
They’ve been sending out some really helpful emails that attempt to teach you more about Facebook ads and how you can improve your campaigns even further.
This morning I got an email that confused me because it wasn’t the usual helpful AdEspresso email I’ve become accustomed to seeing. The subject line read: “Don’t forget to join our private Facebook Group!”
This is not the point that confused me. I got confused once I opened the email and went to join the Facebook group.
Here is what the email looked like inside – can you spot the mistake?
The image of your dashboard inside AdEspresso is helpful, the copy is clear, and the directions seem pretty straight-forward.
So what am I complaining about?
The fact that I have to follow directions to get the link to the Facebook group in the first place!
How AdEspresso Can Fix This
Why isn’t it as easy as one of these methods (listed in order of how easy you want to make your customer’s lives):
1. Paste the link to the Facebook Group in the email so I just click it and don’t have to log in to my account and navigate around to find it. (easiest)
2. Include a link to the University Dashboard the Facebook group that the signup is located in
3. Include a link to the login screen for AdEspresso
4. Include ANY link to AdEspresso in the email
I’m not using this company as a martyr to say they are the only ones making this mistake. We’ve all done it at one time or another, probably without realizing it.
Emails AND Blog Posts Have This Mistake
This doesn’t only happen in emails we send out, but in blog posts and articles we write. We often mention related topics or articles we’ve written about, but then don’t take the time to include a link and make it easy for the reader to find it.
Last month, there were 65,258,369 blog posts published on WordPress ALONE. That means that 7,450 are published every hour.
When there are that many competing posts going out every hour, you can’t afford to make little mistakes that could cause the person on your site to leave.
Take Away the Friction
Make it easy for your visitors to navigate around your site and find related content. After all, that’s the only thing that is going to keep them on your site. You don’t want to end up losing the visitor to something silly when you spent so much time getting them there in the first place.
While I’m not clearly not leaving AdEspresso over something this small, I likely won’t join the Facebook group until the next time I’m logged in and remember that it’s there. We have become such a lazy society, and whether you like it or not, if you don’t make it easy for visitors to see your content or do what you want them to, they won’t.
Have you come across any instances like this that make you shake your head in wonder?