One Click Wonders - Keep it Simple

One Click Wonders

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One Click Wonders

Simplify, simplify, simplify. Seth Godin, the marketing guru who wrote "The Big Red Fez" and "The Purple Cow" argues that people on the web are like stupid monkeys wearing a big red fez. Make it simple or they will go somewhere else where it will be simpler. For example, have you ever been at a site that requires you to become a member before you even get to see if they have something you want? Hmmmm... How do I know I want to give out personal information to a website I know nothing about? Doesn't sound like a smart move to me.

People are impulse buyers. Everyone knows this from the grocery line. Why would people be any different when they are on the web? Make it simple for customers to view your page, subscribe to your newsletter, or order your products. One Click! That is all it should take. They shouldn't need to jump through hoops to contact you or buy your product. It is just that simple. The same goes for online ordering: One button next to the item for purchase and one for checkout. No need to sign up. No need to become a member. Has your local gas station ever told you that you must become a member before you can walk into their store? Why do people make it so hard? (Now that doesn't mean that you can't offer membership to people to simplify their next order, but it shouldn't be mandatory.)

Seth Godin really pushes the "one click" signup. Unfortuately, now with the Anti SPAM Laws people are now required to double opt-in. However, the principle still remains. Make it as simple as possible for people to use your website. Anywhere you can simplify the process the better. You might do a test run with some random people to see if they are able to navigate your site quickly and efficiently. You will be surprised what people really don't know.

Look at your current web site. Do customers have to jump through unnecessary hoops to get what they need? How can you simplify and streamline the process. You might even ask your customers what they liked and didn't like about the process. There is always room for improvement.