Want People to Spend More? Be More Convenient
People regularly spend more for convenience. So if you want customers to spend more with you, you need to be more convenient!
Quick Case Studies
The average adult spends 60% of their food budget eating out. Why?
Because eating out is more convenient than going to the grocery store, picking out ingredients, going home, and preparing the food yourself.
Sure, eating out costs more. But it's more convenient.
That why the fast food industry in America generated $200 billion in 2015!
Hundreds of billions of dollars are spent on convenience every year, and that's just when it comes to food!
What about home cleaning or landscaping?
You could do it yourself, but it's more convenient to hire someone to do it for you. The same goes for business services like marketing, advertising, and web design.
You could learn the ins and outs yourself, but why not pay someone else to do it for you?
How about your taxes? Would you rather hire an accountant, or learn all 75,000 pages of the American tax code?
Which gas station will you go to? Probably the one that's easiest to get to.
Research shows us that our brains will always naturally choose the past of least resistance. People - viewers, users, potential customers, everyone - will naturally choose the most convenient way to get what they need.
This means your business has to be two things:
- Convenient to reach, and
- Convenient to use
Customers will spend more if you're more convenient to find and access.
Why have retail businesses always paid more in overhead to be in higher traffic areas?
The answer is obvious, right? If more people can find your business more easily, you'll earn more money.
There's value in visibility. Luckily, digital makes this relatively easy.
There are several different ways to make it easier for people to find you online.
- Search engine optimization (SEO)
- Pay per click (PPC) Google ads
- Facebook ads
- Guest blogs
- Any social media or networking platform
Non-Location Specific Example
Let's say you're not a location-specific business. People are searching for what you do.
They get on Google, and they search for a solution that your business provides. But a lot of other businesses provide a solution, too. So why should a consumer look for your business in particular?
They'll click on the first result that looks promising, because that's what's most convenient. Maybe that's whoever has the top Google Ads slot for that search, or maybe it's the blog post that ranks highest.
If you want to be more convenient so that more customers will spend more money with you, you need to aim for these top slots (either using SEO or PPC/SEM).
PC: Advanced Web Ranking -- Interactive Chart
For example, if you're a retail company who's just released a new line of sundresses, you might pay for Google Ads to searches containing the phrase "sundress," or "sundresses," or "knee length sundresses," or "yellow sundresses."
Location Specific Example
If you are a location-based business, then maybe you want to focus on keywords specifically for your area.
For instance, marketing agencies and accounting firms could work with anyone anywhere, but they tend to focus within their own region.
So if you're a local marketing agency, you might want to focus on key phrases like "Chattanooga marketing agency" or "marketing agencies in Chattanooga."
What would people search for to find your business?
Another way to be convenient to find and access is simply to be everywhere. How's your social media presence? How's your blog? How easy is it for me to stumble upon you?
Here's a list of platforms you should consider being active on:
- Quora, among others
The easier it is for people to find you (online or off), the more chances you'll have to gain customers and grow your business.
People spend more for convenience because it's easier. If you want more people paying you more money, you've got to be easier to find and to access.
People will spend more if you're more convenient to use.
It all comes down to the customer experience.
It doesn't matter if it's a cheap razor or high-end software, people want products that are easier to use. No one's interested in making their life more complicated!
Even if you have a necessary product, you still need to pay attention to the user experience. If you don't, someone else will.
How can you improve the customer experience?
There's a lot that goes into a great customer experience. The biggest piece might be: Don't make anyone have to think.
If someone shows up to your website, what they're looking for should be plain as day in front of them. Users should never be more than a click away from an answer.
Do you know what your targets are looking for?
When people have to look around and constantly reevaluate, you're not giving them the path of least resistance. This will always create a bad customer experience.
Being more convenient to use means streamlining everything. How easy is it to view your products? What about pricing?
How long (and how many clicks) would it take me to buy something from your site? Once I'm using your product, does it actually make my life easier? Is it something I look forward to using?
These are the questions you need to address.
Bringing It Together
There's always a way to make things easier. Whatever your product, service, or sales funnel, that has to be your mantra.
There's always a way to make it easier.
People spend more for convenience. If you want to people to spend more with you (and not your competitors), it needs to be easier to find you, and you need to simplify the user experience.