A supermarket likes to keep the milk and bread at the back, so customers will browse other items on the way. What about web pages?
Today, I wanted to buy tickets for the upcoming Republic of Ireland vs. Estonia football game, so I logged onto the Football Association of Ireland’s homepage:
It seems straightforward — click the picture, buy the tickets (walk down the aisle, get to the milk), right?
Of course not.
Clicking the picture, or even the “Click Here to Purchase Online” banner, took me to a new website — TicketMaster.ie — which opened it a new website.
Worse, I am now on the Ticketmaster homepage, not a specific landing page for the Ireland vs. Estonia tickets.
Even worse, I can’t find any mention of the Ireland vs. Estonia game on the TicketMaster.ie website.
Was this a carefully designed experience — a plan to get me to check out all those other “upcoming events”? Are the FAI and Ticketmaster trying to get me interested in Noel Gallaghers new band? Are they trying to tempt me with other groceries before I buy the milk?
Or have they simply put no thought into their user experience? You decide…