Online marketers are quick to lead with “7 Easy Steps…” or “3 Simple Ways…” to solve your problem. A car dealership ad on Pandora says they’ll drive to me!
A new restaurant canvasses a neighborhood with menus that read “We Deliver” in bold font. Eyewear companies are shipping their products to customers for free to try on at home before purchase. Free shipping and free returns are now commonplace store policies.
The best businesses know how to simplify the purchase process. No hassle, no fuss.
They make it easy to understand, easy to follow, easy to replicate, and easy to share. If your sales are lagging and engagement is low, you might want to re-think the path your customers take to purchase. And that’s why you test, relentlessly.
‘Sticky’ Business Benefits
Analyzing data from split-test groups is essential to ease the transition from visitor to buyer, assuming your content and offerings are enough to keep them on your site. With everything online being one-click away, it’s just as easy to shop on your site as it is to shop on a competitors’ site. It’s your job to make your store “sticky” while avoiding the “gum” in your sales engine.
One key to improving a customer’s path to purchase is content. Your brand is so much more than what you sell. People buy perspective, not just product.
What are you sharing? How are you providing value? What problems (big or small) can you solve? How are you positioning your benefits as opposed to the issues they encounter on a day-to-day basis? This is where brands either connect or fail to resonate at all.
Making it Your Business to Listen
But the great thing is that’s it’s never too late to do better. You’re always able to learn when you make it your business to listen. And as you listen, you can implement targeted change.
“You’re always able to learn when you make it your business to listen. And as you listen, you can implement targeted change.”
In a general sense, you know that easy is better. If it saves the customer time, if it eliminates potential for ordering in error, if the flow of information screams “I’m simple, just follow these steps!” then you’re onto something. That’s the power of convenience.
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