UX: The importance of an informative website

Amy - 4 th December 2019

We’ve recently been discussing in the office how a company’s UX can often really jar with its CX. In 2019 there is no excuse for a business, no matter its size, to have a poor website.

We are in a completely digital era and websites play a vital role in the customer journey.

On a recent holiday in Scotland, Michael and I tried our hand at horse riding for the first time since childhood. We took a 1 hour lesson on the beach in North Berwick with Seacliff Stables and the actual experience itself was magical. The staff were brilliant, very sensitive to an anxious Amy, very informative and caring. The setting was stunning, easy to locate and get to, and the actual ride on the beach was unforgettable.

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However, Seacliff Stable’s website is poor and rather uninformative – which in turn slightly marred the experience by causing easily avoidable frustrations.

Whilst the website worked well, and was well laid out, it’s important for a website to also be informative and to provide the information that a customer needs to make the day experience enjoyable.

I’ve listed a few of my bugbears.

1. No FAQs - Seacliff Stables is great for beginner riders, however my key bug bear on the website was a lack of information for the novice horse rider. I had a lot of questions about what would be involved and this could have easily been tackled by a simple F.A.Q page.  For example, the forecast for the morning of our ride was heavy rain with thunderstorms. I had no idea what we would do if it rained – would it still go ahead? Would it be postponed?

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2. Not informing you about equipment needed - The equipment provided by the stables was excellent. They provided a helmet and also riding boots. The issue is that I didn’t expect to be provided with riding boots, in past occasions I’ve just worn trainers! The riding boots required long socks which of course I didn’t bring…. leading to some uncomfortable ankles during the ride. A small thing – but tell the customer what you will provide and what you don’t! Whilst we were there another couple were there who turned up in jeans and were told that they were impractical. Now, having done some googling on what to wear beforehand I didn’t make this rookie error but again, they should have put this on the website!

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3. Payment methods - Maybe this is a consequence of being a city-living yuppie but Michael and I rarely carry cash and both turned up with just debit/credit cards. At the end of the ride they informed us it was cash only, and the nearest cash point was 20 minute drive away! This was pretty frustrating as it didn’t mention this on the website and actually in this day and age, I think it’s a rarity to not accept card (therefore if you don’t you need to pre-warn people!)

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Amy is our Head of Research, with a fascination in understanding human behaviour. Coming from a background in consumer and social research, Amy loves to immerse herself into the world of the consumer, using a variety of research methodologies, to provide clients with rich strategic insights. 
Find out more about Amy