Removing Obstacles To Customer Effort Really Gets Results
Removing customer obstacles means reducing the amount of effort a customer has to put in throughout their full online shopping experience. This will improve conversion rates and build loyalty.
This is the first of our strategy pillars. Why? As we explained when busting customer service myths, 96% of customers who feel they put a lot of effort into their purchase end up being disloyal — whether they love your product or not!
On the other hand, only 4% of customers who have to put in just a little effort to make their purchase leave for a competitor. So making it easy for your customers really gets results.
The same principle applies to your user experience and communications too. Brands that simplify customers’ decision-making processes are 86% more likely to be purchased and those brand loyalists are 115% more likely to recommend you.
The bottom line is that when you make it easy for customers, they convert better, spend more, and they’re more likely to recommend your product(s) too. Reducing customer effort is where you will get maximum ROI across the board.
Where to start
The first step in removing obstacles for your customers is knowing where those obstacles are. In 2013, the Corporate Executive Board offered this free audit tool that helps identify the “high-customer-effort” areas in your web store.
It’s free to use, but it’s quite a beast to handle. If you are down with Net Promoter Score, and have a spreadsheet guru on your team, that too could be an option.
But if you’re not ready to go whole hog, but still want to pilot the concept, check out our questionnaire below. We’ve simplified the audit and focused it on the full customer journey, from pre-sales to post-sales. You can download the at the bottom of the page.
We suggest creating an online form to be sent via e-mail or any other information gathering channel you feel works best (e.g., a poll, data collection app, etc.)
Once you have the results of your questionnaire, you should have a much clearer idea of where your customer has to put in the most effort. Knowing this, you can confidently focus your efforts in the right place for the best return.