You're selling a product.
- Customer Carlie has to sign Form A.
- Then Form B.
- Then create their account cards.
- Then call a number.
- And send an email confirmation.
- And then form C.
- And then more forms.
Hurdles, Hurdles, Hurdles
Ever customer hurdle decreases a customer from ordering from you.
- The more clicks a customer has to do on your website to order X, the less likelier you'll convert the customer.
- The more contacts he has to make to order X, the less likelier you'll convert that customer.
- The more people he has to reach, the less likelier she'll buy from you.
You start with a 50% conversion rate.
- And it starts dwindling by 20% for every successive hurdle that you put in front of Customer Carlie (e.g., 40%, 32%, etc.).
If you have important forms Customer X needs to fill out, try to incorporate those steps after the sale.
Eliminate Stuff
Tip:
- Find 1 way to eliminate a customer hurdle.
- Repeat until you strip everything such that a Little Lilly can order from you effortlessly.
BAM.