My Account - What You Need To Know
Personal accounts provide an efficient way for your customers to pay bills, update their personal information, view payment history, check on prescriptions, order supplies or additional services, etc. online. Many personal account sections are designed with a number of very robust features and functions that customers fail to use. In some recent studies, we found that customers who do use these sections may only be using 2 or 3 of the features provided, such as pay their bill, check on a prescription, or view payment history. In some cases customers don’t realize the option to create a personal account exists or its benefits because they weren’t effectively communicated.
In one WebIQ study, customers were asked about changes they would recommend to the site. Of the 53% that made recommended changes, 18% of that population suggested the incorporation of features that were currently available on the website. The features were buried and customers never realized they were there. In another study, customers wanted the ability to customize their account summary. The feature was actually available on the website however it was located in a very long list of actions in a drop down menu. Customers never saw the capability, even though they looked in the drop down list. As a website owner, what do you do?
The best approach is to follow these guidelines.
- Advertise the existence of the personal account section and its benefits through welcome packages, newsletters, billing inserts, on the site, etc.
- Determine which areas of the site are being used and which ones are not
- Find out from your customers what features are important to them and why they may not be using those features, if currently available
- Ensure the features are easy to locate and use on the site
Sharon Johnson
WebIQ Project Manager