Web Roast User Experience Gone Bad

People want to know pricing, and putting people in the position to divulge personal information, INCLUDING their credit card information without letting them know how much the cost of a service is, is asking for a low eCommerce conversion rate.

The thing that struck me about this experience is the the landing page did not answer the question of what Clear was, and it benefits. Sure, 2 months free trial to people who know about it is a sweet deal, and obviously this user felt that way as he explains, but what about those who are not aware of Clear yet?

Regardless, this user clearly (no pun intended), knew he was going to have to enter in his credit card information and thought, as most of us do, that it will take some effort to opt-out later from getting charged (and we may forget, so forget it). So, it is natural that this user and others will go looking for pricing info, which this user found, only for the wrong audience. It is also natural that after getting a partial answer from the site, the user would leave the site frustrated without getting a FREE Trial. Seriously, how bad does a user’s experience have to be to give up 2 months of waiting in lines at the airport?!?

There is a real opportunity here to create an experience that matches the messaging of its ads and answers “Who they are”, “What they do” and “What it means to me” AND the most basic pricing questions to get people’s objections handled and them filling out the free trial form. In short, they need a landing page (they can put the start of the trial form on it

This video shows how money spent on expensive online ads can be wasted but providing a bad experience on the website. Imagine if the landing page was optimized and tested for conversion rate…The ROI on that CNN ad spend would look a whole lot better.