We know from many years of usability testing with financial services and insurance companies that getting customers or members to “go paperless” can represent real cost savings – not to mention the environmental impact of all that paper and printing. So, upon logging into my Citi credit card account, I was not surprised to see a promotion touting the benefits of electronic-only statements. And I was all ready to sign-up when I realized that there was one crucial button missing from the screen. They have the “No thanks” and the “remind me later” well covered, but where’s the “Yeah! Sign me up!”? First I have to “learn more”?? Forget it. I’m an Internet user and I have the attention span of a flea with ADD. No Call to Action, and I move on.

Offending screen here.

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