Less confusion means less friction means more appointments

Our goal has always been to make the booking process as simple and frictionless as possible. To that end we've decided to make a simple change which is already proving to increase booking rates.

Over the weekend we have deployed a new version of the client facing interface.

Here are the visible changes we've made:

The password field is gone

We used to have a "Pwd" field below the "Email" field to allow clients to set their own password should they decide to come back and book again in the future. As we have now made client logins unnecessary throughout the site, this field was becoming increasingly useless and confusing.

First time bookers sometimes weren't sure what the password was going to be used for, and some didn't realize it was optional, resulting in some head scratching over inventing a new password.

Some returning customers thought they had to fill out that field again resulting in some head scratching over recalling an existing one they may have used with us in the past.

Now it is gone and there is simply no wondering about passwords at all.

The login form is gone

But even for those who realized it was optional and only for first time bookings, the presence of the rather visible login form on the left hand side was too big to ignore.

Some thought they had to register before booking. Some returning customers could not remember their passwords and thought that logging in was mandatory for them. Sure, we explained things in the text below "Returning customer?" but the blob of text was too long and who wants to read things when there's a big shiny login box just below, tempting us to jump to conclusions.

So now the login box is gone. To show it one needs to read the two line, straight to the point text below "Returning customer?" and then click the "log in" link which, as is explained on the same line is optional.

No more jumping to conclusions, no more confusion, no more login for the ultra vast majority of people.


The easier the better. And we think we can make it simpler still. The whole client login thing will eventually disappear entirely as we've found ways to manage everything without requiring people to ever log in, returning customers or not.

We want you to get higher online booking rates and save everyone time. It's already working and we can do even better.