Could be better: Sub-Zero and Wolf's unsubscribe form
By Nicholas Gracilla · January 6, 2011 · 2 minute read
Topics: User Experience
Recently I received a newsletter from Sub-Zero / Wolf. I don't recall ever having signed up. But I'm a foodie, so perhaps I was signed up through a magazine. I'm not in the market for new appliances though. I don't want to receive it. I click the unsubscribe link and came to this web page...
Recently I received a newsletter from Sub-Zero / Wolf. I don’t recall ever having signed up. But I’m a foodie, so perhaps I was signed up through a magazine. I’m not in the market for new appliances though. I don’t want to receive it.
I click the unsubscribe link (because they’re a reputable brand; it’s not likely this is spam, right!?) and came to this web page:
Keep in mind my context: I’m processing email in the morning, and really want to spend 10 seconds or less on this.
I click unsubscribe from all… and nothing happens. So I click again. And again. And again.
The first thing I see is the “On This Page” block, with two blue links: available publications, and unsubscribe from all. Well that matches what I’m trying to do! I click unsubscribe from all… and nothing happens. So I click again. And again. And again. I probably clicked it ten or so times, expecting something to happen on the page. Maybe a slide out window? Or a a popup light box? A confirmation page? Is the page loading? Is my Internet down?
Well, none of that. When I look at the underlying code, I realize these are in-page anchor links to the two content blocks below. However, on my monitor, the page doesn’t scroll. So the anchor links aren’t doing anything. I’m getting no feedback at all on my action; I’m just spinning my wheels.
Could be better
It would be better if the user’s core actions – unsubscribing – were first and foremost on this page. The color differences on the anchor links drew my eye to those interfaces, which aren’t doing anything: the color would be better spent on the core action. Removing the useless anchor links and top of page links will further de-clutter the page. And really, I don’t need the instruction copy that’s redundant on the content block titles as well as the checkbox labels. Ideally, rather than a single generic subscription and un-subscription page, this could have gathered additional information about why I’m unsubscribing, and wish me well on my travels on the Internet.
This is just a draft and isn’t typographically designed, but this could be better:
I’d feel a lot better about the honesty and helpfulness of the Sub-Zero / Wolf brand and products through something that made my life easy this way. Gosh, if unsubscribing is this easy and fun, maybe I should take a look at that range I always wanted…