When It Comes to Web Design, the Customer Is Always Right

If you’ve ever worked in retail or any sort of service industry, you’ve probably heard the annoying saying that the customer is always right. Of course, in reality, this is definitely not true. But when it comes to web design and function, it’s truer than you think. Most web design teams and webmasters can benefit greatly from taking constructive feedback from a site’s regular visitors and casual users as to what would make the site more functional, navigable, user-friendly and even more aesthetically pleasing.

First of all, realize that it’s a big deal when someone actually gives you feedback. The majority of people are too lazy and/or busy to let you know what they think of your website. Secondly, realize that most people will only write when they are irritated or upset about something, and are less likely to write about how great certain Web features are. So keep a thick skin, strain out the personal attacks and useless suggestions, and pay special attention to useful, workable suggestions.

A recent article on Internet Retailer, titled "Customer Feedback Helps Steer Site Design at Mercedes Benz-USA," explains how those involved with re-designing the branded website for this luxury car company used a survey tool to gather feedback from the site’s visitors. They used this feedback to in turn create a better experience on the site for its visitors.

The whole idea is giving people what they want. It is a great service to give your client or employer what they want when you build and maintain a website for them; it is an even better service when you give your client what they want and give their client’s clients what they want as well.

On a separate but related note, one of the most successful ad campaigns includes the one done for Domino’s Pizza. After customer feedback came in from certain test subjects that the pizza was tasteless and boring, they made a huge show of scrapping their old way of making pizzas and creating a new and "better-tasting" pizza. The commercials said Domino’s created a new recipe for the sauce, crust, and everything else. Then the commercials made a show of chasing down the people who denigrated the pizza and making them change their minds. In a way, when a web designer takes and uses visitor feedback, they are doing the same thing — creating a better product that more people will enjoy.