One of the great things the Internet has brought to the electronic component industry, and any industry for that matter, is the ability for customer to search for information and find what they are looking for in relative anonymity. They can check specs, compare, read reviews. But occasionally, there are places that require you to “login” to create a “profile” to conduct the most basic functions. Most of the time the info they ask is useless and unrelated to what is being sold (click the picture for an example/spoof). Some argue they want the info to learn more about users. But let’s be honest how trustworthy is most of that info? Is it really accurate? Are they actually giving true useable info? And how many customers are not willing to provide this info and will seek out a less secure competitor? Some use the argument that the sign up page is a way to protect Intellectual property (IP). The truth is, if someone wants to see a datasheet or read more about your products, they can sign (golly) make up the information or get a small quantity from Digi-Key. They can easily use a junk email address to get your corporate newsletter, pick up your catalogue at a trade show incognito, easily have a friendly customer hand them the info. Sure login-pages are great for learning more about your customer, but we strongly urge you to forgo them unless you are providing one of three experiences: A unique customized service, only applicable by having unique information. This would be a page that “learns” habits, and provides targeted content. The second is providing access to confidential data in a secured area. However, one most admit if this is only accessible via a login it must be from a pre-approved list, or someone “known” to your company. The third, and least strict is the ability of purchase of your product. Nevertheless, customer should be able to browse in some fashion uninhibited. If one of these is not applicable you should reconsider your login page strategy and consider trying to be customer friendly. Remember the golden rule of web surfing: Create a user experience you would best enjoy yourself.

Now time for a poll!

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