Whether you’re buying a product, engaging someone’s services, or simply browsing a website, the last thing you want is extra work getting between you and your objective. Maybe it’s filling out a ton of paperwork, or answering too many questions, or getting repeated upsell attempts; no matter the nature of the obstacle, every additional step is going to add to your frustration.
Now, flip that around and come at it from the other side. When you’re making the sale or delivering service, it’s natural to want to engage your customer or client as much as possible during the transaction. After all, you’ve already locked in this person as somebody who is interested in what you have to offer – what better time to make another pitch, or gather more information?
There is a certain logic to that position, but as always, you must ensure that you’re looking at every interaction that way you would from the consumer standpoint. Think of it this way – when you’re working for an employer, your paycheck is dependent on keeping that Meanwhile, when you’re generating your own personal, independent earnings, your paycheck is dependent on keeping your subscribers, customers, or clients happy – and that means making it easy for them.
Convenience is a powerful tool, and the utility of enhancements to your offering must constantly be weighed against their impact on the convenience for the intended market. When you can offer an increase in convenience to people, you’re going to see results: Google, for example derives a great deal of business by giving people the option to trade privacy for convenience; that should give you an idea of just how valuable convenience is to the millions of people willing to trade away their privacy to obtain it. Contrast that with the recording industry; trying to legally purchase a song or a movie remains one of the most difficult transactions you can undertake, and the damage to the industry is impossible to calculate.
The specifics of your industry will vary, of course, but there are common denominators across the board when it comes to keeping things simple. Ensure that your transaction system is clear, simple, and easy to understand. Ensure that you offer a product that is easy to use and easy to purchase. If you’re using areferral or affiliate system, make sure that it is a system that is easy to keep track of and implement, clear and simple and with an easy to understand payoff. Put yourself on the other side of every transaction and think about what you can do to streamline the experience. By keeping it simple, and making it easy, you’ll make it appealing for your customers, clients, and affiliates to do business with you – and that makes you money in the long run.
