Simplification – The Steppingstone Method to Working Together

Let’s assume your marketing is on point and working it’s magic. You’ve got traffic and interested visitors through the door and on your website etc. You’re doing arguably the hardest part of running a successful ecommerce business, you’re attracting potential customers and providing them with the opportunity to engage with your brand and your assets. Now you just need to convert them!We can talk about all kinds of methods, tips and tricks at this stage to help aid the journey through discovery and interest through to conversion and sale but today we’re focussing on one key aspect of this. Simplification.

You could have the prettiest imagery, the slickest marketing messaging and the best functioning website. You could even have arguably the best product on the market in what ever your given industry is, but that won’t always guarantee a conversion or sale. One of the key aspects of ensuring conversion at this point is keeping this nice and simple for your prospect.It’s crunch time now, the user has interest and likely at least some desire to progress with you, but it’s their turn. For the first time most likely in your engagement with this prospect so far you need them to take action rather than react to you. It is at this stage that most of your prospects will fall out of the journey either temporarily or altogether. It’s when they start to make excuses for themselves and rational not to proceed. In many cases the cause of this second thought and excuse making process is overall doubt or a lack of set expectation.But this is something you can take control of using the much-acclaimed steppingstone approach. This approach in a nutshell is for you at the point of requiring action from your prospects, to set out a step by step process for what happens next. After they click the button you want them to click, what is the process that leads to them ultimately getting what they want?Your job is to answer that question and to do so by laying out exactly what needs to take place. Your second job is to make this process seem as simple and straight forward as possible. Thus relieving any doubt and clearly setting expectations so that the user/prospect has no room left to use doubt as an excuse to back out. They can’t convince themselves that the process is too hard or requires too much effort to proceed with.Even if your service or product is complicated, take the major parts of the process and order them in 1-4 steps. There may be many intricate steps to working with you but you just need a helicopter view of the major aspects to simplify and show in essence how easy working with you can be. If you can do this you’ll relieve doubt, dispel the thought of hard work and ultimately earn more conversions and sales.