Welcome to CX Weekly, where Dan Gingiss shares customer experience tips! Watch the video by clicking above, or read the transcript below!
Hey, I’m Dan Gingiss and today I want to talk to you about improving your digital experience by reducing the number of steps that it requires your customer to take. Now, whether these are clicks or taps, every time a customer has to make a movement, it is a barrier. In fact, what you’re going to find is that the more clicks or taps they have to do, the less likely they’re going to complete what they’re trying to do successfully.
So how can we help? Well, the first thing is to see what customers use most often. Where are they going on your website or your mobile app?
Then count the number of steps it takes to get there. Sometimes we put unnecessary steps in front of people and we don’t even know it.
For example, one bank that I use (we’ll keep that anonymous in order to protect the guilty) asks customers every single time when they go to deposit a check which account they would like the check deposited to only one problem: I only have one account. So why are you asking me every single time to choose an account when I only have one? Well, because the programmers forgot to put that little exception in there to say, hey, if the customer only has one account, we can skip that question, because guess what? We already know the answer.
This is a perfect example that was out there for so long before the company decided to finally do away with it and fix it. This is an extra step that was frustrating every single time that I went to deposit a check. If you have three steps that are required in order to accomplish a task and your website or your mobile app, I want you to challenge yourself to try to reduce it to two steps. If it’s already at two steps, how about one step? And believe it or not, there are plenty of ways that you can make it no steps.
How are you using the real estate on your landing page? On your home page? When people log in, are you sharing the most important things to them or are you trying to market to them and using up valuable real estate that could be used to help the customer along in their journey?
So reduce the number of steps one at a time, as many as possible until you’re down to one or zero and you will improve your customer satisfaction scores on your digital properties.
If you’d like to learn more, you can subscribe to my YouTube channel, visit my website, order my new book, or sign up for my newsletter!
