Are we asking too much?
I’ve been having an email conversation with a well known company about my feedback to them on accessibility and it got me thinking, am I asking too much? I’ll let you decide.
I made a quick Google search and their PPC Ad appeared. I'd heard of them before, knew they were one of the market leaders so went ahead and proceeded to their bookings page. No mention of concessions so paid for two adults.
I got my confirmation email from them which was broken up into sections divided by an icon and one section said:
Got a disability or mobility issue, don’t worry we are here to provide a helping hand
Great, I thought. I don’t need to worry.
Except I did. When I turned up, they said they weren’t expecting me to have a disability and I needed to inform them in advance if I needed help.
I looked again at their confirmation email, this time a little more closely. The icon used to divide each section were buttons, completely hidden with no obvious CTA but clicking it, it did inform me that I needed to let them know 48 hours in advance. My bad?
I emailed such feedback that hidden buttons on the email was not good practice and the response I got was:
‘People are happy with our assistance help and travel requirements and discounts for disabled travellers were advertised in our offers section’
They were right. If I had left the booking landing page from their PPC and clicked 3 times, I would have seen a ‘Assistance travel’ section. It was simple…. Click offers, ways to save, disabled travel. Why did I not think to check?
Well, I wouldn’t have thought myself being disabled classified as an offer like BOGOF. I wouldn’t have thought that ‘Ways to save’ would cover disability either. That’s two clicks I wouldn’t have made. But if I had done those extra 3 clicks, I would have saved myself 25% off my booking too!
The importance of landing page content and navigation is paramount. Their main competitor has a very clear ‘Accessibility travel’ section in their navigation. Maybe their response that ‘everyone is happy’ is because a lot of people with disabilities just use their competitor?
If I had clicked aimlessly on their site and emails, I would have seen a 25% discount and the requirement to inform them prior to visit, but I didn’t, I used a PPC Ad, got to a landing page, made a booking and received a confirmation email.
User journeys can be simple like mine or people may choose to click about but everyone is different.
Their defence of it is ‘clearly advertised’ isn’t right. No point on my user journey was anything advertised. Hiding buttons in emails and putting accessible discounts in offers is not clearly advertised.
I believe it was opportunistic and misleading. Who else agrees?
Written by Kaye