In my dating days, I was a guy’s worst nightmare. When I went out with my friends, I may or may not have been looking for a cute hunk. Most likely, I was there to dance and flirt with a drummer. The worst thing a Coyote (man on the hunt) could do was to throw me a pick up line.

I would move away from the bar. I would roll my eyes. I would turn to a girlfriend and face my back to him. Sometimes I’d laugh at them because their pickup line was sooooo bad! I needed to get to know people in natural ways. Could they dance? Did any of them know how to have an intelligent conversation about say, books or string theory? These were the men who got past page one with me.

These were the guys who could get me to fill out their application form.
Flirting guy

Hi, Have You Got a Boyfriend? If Not, Are You Taking Applications?

This was how fast some men started the dating sales process.

It’s also how quickly web sites approach first time visitors.

These are the sites that ask for your personal information before you place an item in a shopping cart. Or, the types of web sites that offer a teaser of content, and before you can learn more about their services or products, they ask you to fill out a long sales lead form first.

When web site visitors face enough of these annoying roadblocks, they leave the bar. They turn towards their friends. They roll their eyes or they turn their back to you to end the conversation. They leave your web site.

I don’t miss those dating days. I was a Show-Me-What-You-Got-First kinda girl.

For today’s usability mission, read Sign Up Forms Must Die, by Luke Wroblewski.

That Was, Indeed, Kim Krause Berg Up There
Does Your Online Store Make Customers Sing?


Kim Krause Berg’s long background in web design, SEO and usability includes software application functional and user interface testing, accessibility, information architecture and persuasive design. She shared her passion for Usability and SEO through her site and private consulting at Cre8pc for 17 years. Kim founded Cre8asiteforums in 1998. In the fall of 2012 she sold her forums to Internet Marketing Ninjas and retired from private consulting to join their Executive Management team where she continues her work in usability testing, customer experience and conversions design.

My Online Course: Web Site Usability 101


American Society for Information Science and Technology (ASIS&T)

Information Architecture Institute

Usability Professionals Association (UPA)