Wise Words:
“Make your product easier to buy than your competition, or you will find your customers buying from them, not you” - Mark Cuban
This email gets into the 3 fixes you can make to your business to reduce customer uncertainty and make it easy to buy.
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🔥Friction Fix #1: Show how easy it is to buy/cancel
Your customers have to think about buying.
They should know what they are getting and only have to click a few buttons to buy.
Your business should make buying easy and show what will happen once they do buy. You need to eliminate the uncertainty and barriers to buying.
Curated Example: Blinkist
Blinkist is a book summary app that offers a free trial to get access to their audiobooks.
They show how the trial works through a clear visual. This eliminates the fear customers have of being charged to pay without knowing if they finished the trial.
By visually demonstrating the free trial and how easy it is to cancel, Blinkist got a 23% increase in conversions.
🔥Friction Fix #2: Increase your website speed
Everyone hates slow websites. Yet, most websites aren’t optimized for speed.
According to Neil Patel’s research: A one-second delay leads to a 7% reduction in conversion.
A slow website:
decreases customer trust
reduces SEO (search engine optimization)
lowers your conversion rate
A great free tool to diagnose your website is Google’s PageSpeed Insights.
It analyzes your website on mobile and computer and gives the performance of it.
Increase your website speed by:
Lowering file sizes
Reducing server response time
Auditing your website
🔥Friction Fix #3: Make a compelling promise
Make a compelling promise to solve your customer’s uncertainty and objections.
Put your customers first and address their fears. Doing this turns your website into a 24/7 salesperson that gets customers to buy.
Curated Example: easyplant
The main concern with plants is they die because you overwater or underwater them.
Easyplant turned the fear of having to maintain plants into a promise that their plants water themselves.
By stating their plants water themselves, easyplant differentiates their business and reduces customer uncertainty.
Recourse Spotlight
PageSpeed Insights - A free website speed and performance tester.
Book Recommendation: The Copywriter’s Handbook 4th Edition by Rpbert W. Bly. A comprehensive book on writing persuasively. It is long and has some unnecessary sections but good if you are new to copywriting. 7.5/10
One-Sentence Recap: Make buying easier for the customer by visually showing how easy it is to buy/cancel, by increasing your website speed, and by making a compelling promise to overcome customer fear.
Best,
Warren