Back in the spring, there was an amazing, fantastic, wonderful event sponsored a terrific organization called Express Employment Professionals. The program itself was a dynamic lineup of speakers, including Indy's own Peyton Manning. The staff executed the event flawlessly and I think the crowd was tremendously impressed. In fact, I only have one complaint—and it has nothing to do with the day of that event.
Zoritxarrez, kexa hori doozy da. Gertaera honek erregistro esperientzia izugarria izan zuen. Zure eserlekuan kokatu, ibilaldi luzea izango da.
I knew it was going to be bad right from the start, so I took a few screen captures. Here's how it started out.
Iragarkiaren posta elektronikoa
Egun batean, mezu hau nire sarrera ontzian jaso nuen. Hartu gander eta batu nirekin irudiaren ondoren:
I've got to admit, this isn't a bad email. The call to action might be a little far down the page, but it's right there in bold, underlined letters: Eskatu sarrerak gaur. They even include the URL for the registration page right there in the body of the email. That's smart, because if I'm reading this on a mobile device or someone has printed out the email, I can still “click” the link by retyping it!
Orduan, nora joan zen lotura hori? Joan zen ...
Well, first I had to go through an interstitial landing page. Okay, another click is a little annoying, but this isn't that bad. I didn't really read this page, I just pressed the big button…which led me to…
At this point I've been redirected again to another webpage, which contains oodles of information. Here's the schedule, here's the location address, a map, driving directions, social links to Express. Take a look for yourself:
Baina noski, hau ere ez da benetan garrantzitsua. "Sarrerak eskatu" behar ditut oraindik xehetasun horiek guztiak zaindu aurretik. Kokapenera joateko jarraibide zehatzak ez dio axola sarrerak izan arte.
I'm not going to go to your LinkedIn page or follow you on Twitter right now. I've got a goal in mind: register for your event! We can talk about social media engagement ondoren I get my tickets. After all, aren't a zillion other Peyton Manning fans trying to get tickets at the exact same time?
Ados, botoia sakatuta, eta horrek forma ezagun batera eramaten nau ...
Benetako erregistro orria
Yeah, that's me commenting. You may recall that I'm interested in the idea of klik bakarreko gertaeraren erregistroa. Suposatzen dut pixka bat harrituta nagoela ExactTarget-en posta elektronikoko marketin mundiala (maite zaituztegu!) Eta Cvent-eko gertaerak kudeatzeko mundu mailako softwareak (maite zaituzte!) Nire datuak aurrez betetzen dituen esteka bakarra ez izateak. . Gutxienez, badakizu nire helbide elektronikoa!
Well, at least I'm done now. (Oops, almost hit “cancel” since it was so close. Say, I wish Jakob Nielsen had identified these as a terrible idea duela hamar urte baino gehiago. Dena den ...)
Benetako erregistro orria, jarraipena
But apparently, one registration page isn't enough. We need a second page for some reason.
Maybe in case people abandon the form once they get to this one? It's not as if the form does any actual validation. Yes, I tried entering a zip code that had all letters and a made up phone number. And I clicked “Save and Next” (I was going to “Save” my work, but it wasn't that much work.) This lead me to…
Izena eman nahi duzula baieztatzen
Yes, in fact I typed things correctly! That's what this page says and requires I click yet again.
Now we should be done. Finally! So now it's time for the
The Registration Confirmation Which Isn't a Confirmation
In big letters on the tab heading it says “Confirmation.” But if you read the text, which I've blown up for you in the screen cap below, you can see that in fact this is not really a confirmation. In fact, now it seems like the chance to “request a ticket” is really an opportunity to “request the chance to be jotzen txartel baten truke ".
Oharra: geroago Express Personnel-ekin hitz egin nuen jende batzuekin, eta ikuspegi horrek zentzua du atzera begiratuta. Ekitaldia publiko zabalarengana bultzatu nahi zuten, baina bezero eta prospektu lehenetsiak lehen mailakoak izan zedin ere ziurtatu nahi zuten. Esan nien nire ustez mezu elektronikoan eta promozioan hizkuntzak ez zuela inolako hautapenik suposatzen, eta nire denborako bost minutu alferrik galdu besterik ez nituela sentitu nuen. Uste dut ziurrenik negozioaren erabaki adimenduna hartu zutela beren negozioarentzako ona izango zen parte-hartzaileak aukeratzerakoan, baina ez naiz honaino ekarri ninduen idazkeraren zalea.
Now, I am still pretty unimpressed by this registration system. Not only has it made me click through a half dozen screens while allowing me to give mostly fake information, it apparently doesn't have the ability to determine the current date. If it did, I would not be required to look at my own calendar to figure out if it's currently before or after April 15. The system ought to be able to display the right message!
Anyway, I'm done. Guess I'll wait until May 2 to hear if I get a ticket. But wait, there's the…
Gorde behar dudan posta elektronikoaren berrespena
Surely this registration system knows who I am. Yet I have to save an email for a free ticket? Obviously I'm the only one with this email address.
Eta ziur aski erregistro sistema hau ere bai zenbatu. "Sarreren erabilgarritasuna" esaldiak esan nahi du sistemak ezin duela jada esleitutako eserleku kopuruaren jarraipena egin.
Apirilaren 22an, beste mezu elektroniko bat jaso nuen. Sarrerak jasoko banu ikasten ikasiko nuela suposatu nuen. Baina horren ordez, askoz ere nahasiagoa zen zerbait lortu nuen:
At this point, I wasn't sure what was going on. Had I been “selected” to attend with regular tickets, and then also had the chance to enter this contest? The appearance of the “Request Tickets” button at the bottom was also disconcerting. This led back to the very same form I had already completed. So perhaps my original registration had been ignored? Clearly they sent this to the same email address, as indicated in the footer.
Nahikoa ondo uztea erabaki nuen. Eta gero…
Benetako onarpen elektronikoa
Maiatzaren 4an, mezu elektroniko hau jaso nuen. Hasieran ezaguna iruditu zitzaidan, baina gero konturatu nintzen bertan nengoela!
I didn't understand why they wanted to come by my office to give me tickets. I could have just printed the email. And somebody did drop them off under the door, but no one was here at the time so I think it might have been a waste of a trip.
I can't tell you how great the actual event was on May 18. Perfect in every way. Fantastic speeches. Great execution. Beautifully decorated venue. Good food and very energizing. But the lead up was pretty awful, especially considering the world-class reputations of the two companies involved in event registration. What happened?
I think that ExactTarget and Cvent are just platforms, and you can misuse them like you can misuse any other technology. I think there was probably an organizational problem with setting up the event registration system and the team that did this did not leverage available expertise to design the registration experience. The message should be clear, however: great events should have smooth, easy-to-use event registration. That's part of your marketing! More people will be more engaged throughout the experience if it's easy to sign up, easy to go, and easy to understand what you provide.
Horrela amaitzen da nire errua.