I was recently asked to go over a document storage company’s product and offer up some advice on usability, strategy, etc. During my exploration I came across some rather pronounced consistency issues that can prove deadly to customer acquisition. The more I thought about, the more I realized that such problems were not unique to this company. I therefore implore you to make your applications copy and actions consistent, or you run the risk of looking foolish. Some examples of contradiction include:
- Stating that all content is stored securely with the highest level of encryption but at the same time not using HTTPS on your payment collection page
- Saying that your support is the best and burying your phone number in obscure locations, or not providing a number at all
- Claiming to be “enterprise ready” and having no API
When dealing with people, how quickly do you lose respect for someone when their actions contradict their words? The same is true of your product. If you make a bold claim, ensure that everything in your application is not only consistent with it, but serves to solidify it.