Today I’m going to discuss one of the worst things you can do to a raving customer.
Something so nasty, so devious… it’ll flat out murder your business.
But first, lemme put it into context…
Here’s what I mean.
Earlier today I took my brother’s
tank death machine car for a spin. The damn colossus of a car had so many gizmos, buttons and switches it felt like I was driving a giant computer…
But before I could get far, I had to pop by the gas station for a fuel top up. However…it took me 10 whole minutes to figure out how to open the fuel flap.
I’m not joking here.
No idea whose “brilliant” idea it was to make it so damn complicated to do the one thing keeping your car on the road. If it takes someone 10 whole minutes to figure out how to refuel his car, it’s going to be too much of a chore to get it done.
Just like how your car must be easy to pump fuel in…
Don’t make it hard for your customer to pump cash into your business
You’d be surprised just how lazy people are.
Especially when it comes buying stuff via mail order, or online. Cart abandonment is a massive issue these days and one of the leading causes…
Is because it’s too damn hard to pay for the damn goods!
I shit you not.
I’ve been through several payment processes where I kept being bounced around and entering my details non stop. Until I was yanking my hair off my head, and giving up the whole purchase.
Sometimes even going to a competitor’s site because I didn’t have to “jump through the hoops” to get the job done.
As Blake said in Glengary Glenn Ross:
They’re sitting out there waiting to give you their money!
Are you gonna take it?
And if you are going to take it, don’t make it a pain for them to give it to you.