While I’m originally from the good ‘ole US of A, I’ve lived all over the world for a healthy part of the last decade.
Between several years in Australia, Thailand, and Europe, I’ve found that one of the biggest differences between living in America and abroad is the level of service you receive.
Most people know that employees in service industries in the States rely on tips for a bulk of their salary.
Side note… this drives foreigners bananas.
Just like having to pay extra tax that wasn’t included in the listed price, having to tip on top of the price of the meal doesn’t make sense to them.
I get it. The price you see should be the price you pay.
Whether you agree with it or not, one thing that this tipping practice DOES do is offer a great incentive to go way above and beyond when delivering customer service.
Now that I’m based in Portugal, I still get great service, but there’s one thing that restaurant staff here do which drives me bonkers.
For some reason, when it’s time to pay the bill, everyone in the restaurant disappears.
I mean…. I would think that this would be the BEST time to be extra attentive.
The whole point of running a restaurant is to get paid at the end, right?
Don’t make it hard for me to give you my money!
Just like the restaurant full of Caspers – I also see online marketers and businesses making this mistake all the time!
If you’re selling products or services online, then you’ve already worked REALLY hard to get people to your website and convince them to buy from you.
Don’t drop the ball at the last minute and make it hard for customers to give you their money.
Here’s a quick video explaining what I mean:
As I mentioned in the video, the fastest and easiest way to simplify the “buy now” process is to feature a big ‘ole button front and center.
The “best” way to do this depends on your website and your brand, but a general rule of thumb is to make sure the CTA button stands out from the rest of your page.
And afterwards make sure the entire ordering process is simple and clear from start to finish.
We can’t assume the reader knows what to do next. It’s a great idea to pretend they’re asking “…and then what?” after every step in the ordering process and answer that question before they ask.
Another great way to make it easy for customers to buy from you, is to put your order buttons wherever your customer is making decisions.
For example, take a look at this recipe website:
Now, if we scroll down to the bottom of the recipe – see if you can spot the clever CTA positioning.
Did you see it? Here’s a (not so subtle) hint:
Personally, I would make that call-to-action WAY WAY bigger and bolder.
But, hey Yummy Recipes. If it’s working for you, then great. If not, click here and let’s chat because I see a few other quick wins we can make on your site 🙂
Let’s break this down:
They’ve just shown you tons of value and great content (a recipe that you want to make) – and now they know you need to get the ingredients to make this recipe.
You’re sitting at home on your computer, or more likely, at work procrastinating on calling Janet from HR – and you’re thinking about what to make for dinner.
Wouldn’t it be great if all of these ingredients were waiting for you on your doorstep when you got home from the office? Then you could just whip up this tasty recipe and kick your feet up and relax!
Bam. Enter InstaCart.
These guys will go through this recipe FOR you, go to your local grocery store, and deliver these ingredients to your door.
Sounds like a no-brainer, right?
I haven’t gone through the rest of the ordering process here, but I would hope they’ve made that just as simple and intuitive as well.
You can apply the same idea to your business by considering where and when the customers are making purchase decisions as they’re working their way through your landing page.
Are you getting plenty of traffic to your landing page but losing people before they buy?
I’d love to take a look and see if we can plug that nasty leak for you. Let’s chat!