Too many clicks can make visitors go away
Today I received a message for my husband from the Veteran’s Administration. For weeks they’ve been sending messages demanding that he sign up for “secure messaging” so last week I finally did it.
Today’s message was a reply to the test message. I knew what it would be, but thought that “just in case” it was important, I’d better check into it.
First, the email said he had a secure message, so needed to click and go to myhealth.va and access secure messaging.
OK, got there. I don’t see anything that says secure messaging, so I’ll sign in. That’s another click.
Now, I’m in. So where is it? Hunting around, I found a little button at the top. We’ll go there now.
Oh good. It says there’s a message. But first I have to click again to see it.
I did it because it was from the VA and might have been important. (It wasn’t.) But if that had been an advertiser wanting me to go see what he had to offer, I’d have been gone after the 2nd click.
Think about that …