Nothing frustrates a Web user more than clicking the browser's back button during the middle of an online form, only to be hit with a browser-error message, followed by losing all the data previously entered.
There are a number of website-design techniques to reduce this problem, such as disabling the browser navigation, but those solutions can impact overall usability.
We like GetSmart's approach (click on inset for closeup). Rather than hiding the back button, the LendingTree unit (owned by IAC/InterActive), delivers a pop-up message with two choices:
- Continue: Users that inadvertently used the browser's back button are provided instructions on how to use the navigation tools within the webpage.
- Exit: Those truly wishing to leave the application are transported to the About Us page in case they need reassurances about the authenticity of the company.
- Search: Users not opting for doors one or two can go directly back to searching the Web through an Ask.com search box. GetSmart earns a few pennies on the transaction and keeps their name in front of prospects with a co-branded search screen at sister company Ask.com.
Action Items
Financial institutions could use a similar strategy on their forms. Any customer abandoning a form, either on purpose or by accident, should be greeted by a pop-up screen containing several of the following choices:
- Talk to a specialist via phone, chat, or email
- Go back to read more about the product's features and benefits
- Save the form to complete later
- Review other product options
- Go to a special landing page designed to encourage completing the application
- Search the bank's website for more info
Finally, one of the most important functions of the popup, something missing from GetSmart's, is snagging the customer's email address and permission for follow-up communications.
—JB