So here’s the scenario:
It’s late at night, I’m home, sitting on the couch after a long day at work. I’ve got the Rays game on the television and my laptop in my lap. I’m wearing a black Buck Mason t-shirt, the same one I purchased a couple weeks ago but haven’t worn until now. And after my first fully day in it, the verdict is in: these things are damn comfortable.
So I decide, “More Buck Mason. I need all the Buck Mason.”
A few clicks and keyboard strokes later and there I am, with a cart full of shirts and a pair of pants ready for purchase. So I go to checkout, and…
“Enter your credit card information below.”
I look over at my wallet, which is all the way over there, about ten feet away on my kitchen counter.
I sigh a deep sigh and come to terms with the fact that there is no way I’m getting up from this couch, so I’ll just leave the tab open and make the purchase later (quit judging me, you know you’ve done it too).
What I experienced was just one of many possible roadblocks in the customer journey. Was it a necessary one? Heck yeah, Buck Mason needs to get paid every time I buy a shirt after all. But can the roadblock be minimized? Can it be reduced to just a simple stop sign? You bet. Let’s take a look at how, and what other roadblocks may be out there.
Entering credit information = long and tedious. First the credit card number, then the expiration date, then security code, and then the billing address. That’s a whole of information you’re asking your customers to look at and type out just so they can convert.
Why not make it easier?
With solutions like payment gateways, you can make it as simple as logging in for your customers. No grabbing the wallet, no filling out long credit card information.
The major players in the game are:
Easy login + payment information auto-filled = faster conversion. (Side note: Buck Mason has since added PayPal as a payment method. I have enough plain t-shirts to last me ‘til I’m seventy now.)
If a conversion for you means a customer scheduling an appointment, like a barber shop or a dental practice, the traditional method of converting over the phone may be a roadblock for your customers.
A study by American Express showed that 49% of millennials are willing to call a business for customer service, and only 39% of Gen Z participants were willing to do the same.
Aside from the numbers, there’s the roadblocks in the practicality of it: you’ll need to train your staff to have excellent customer service, and to never miss any calls. While it’s definitely attainable, it’s a lot to ask of a front desk staff.
You definitely don’t want to get rid of the personal touch of call scheduling, but adding an online scheduling system may boost conversions significantly. We like the following:
Imagine you’re scrolling down your timeline on Facebook, when all of a sudden you see a free trial for that sweet new app you’ve been interested in. You click on the ad, it opens up their website, and you have to fill out your information (name, email) in a new tab or a new window.
Not a big deal, right?
Well, what if your customer never had to leave Facebook? What if that form they filled out was automatically filled out with their information they have saved in Facebook, and all it took was a GET MY FREE TRIAL button to press?
That is happening now on Facebook. Facebook is integrating new features all the time, and the latest ones are all about keeping the navigating and information filling (or, roadblocks) to a minimum. Facebook now allows advertisers to use form submissions that are auto-filled with the users’ information, and also has features that allow your users to schedule appointments straight from Facebook.
How long does it take for your customer to get your product? How long does it take your staff to get back to customers if they reach out to you? How can you hasten or, better yet, automate these processes?
I’m sure by now you’ve sensed a pattern. All these roadblocks, along with the solutions to minimizing these roadblocks, are centered around reducing the time it takes for your customer to convert.
Whether that means faster shipping (like Amazon Prime) or making physical products into digital ones (like online bookstores, digital downloads for video games), you should take the mentality that your customers want your products, but they want them now.