I worked with a great sales guy in my last job, and he said something that has stuck with me ever since.
"Make it easy for people to buy".
We do so much as marketers to get people's attention. We create content and publish it to our networks, we write copy on our website. But when it comes to getting people to buy, we do things that make it hard for customers, without realizing it. Things like not publishing prices or burying terms of service or having a signup form with a bunch of unnecessary forms.
This blog is an example of making it hard for people to buy. Right now, since most of my clients are coming to me from word of mouth and my network, I can get away with it. But I am giving it a makeover to make it easier for people to know if I'm the right person to help them with their particular marketing problem, and if I am, to make it really easy for them to get started.
See how Vizify made it really easy for me to buy.
I found a great example of a company that makes it *really* easy for their prospective customer to turn into a paying one. Vizify is a software tool that creates a visual biography based on the data you input - your LinkedIn profile, education credentials, etc...
It is free to create a basic profile, but today they sent out an email to account holders to persuade them to upgrade to a paying account.
This is the email I got (below). Looks good, but the long crazy coupon code made me think - ugh, I'm going to have to remember to cut and paste it at some point in the purchase process so better keep this screen up.
Anyway, I clicked on it and went to the landing page to learn more. They offer a custom domain name hosting option, and to my surprise, in the copy for this feature it showed my own name as the domain name, rather than a fake domain. It did the job of catching my eye, and made me get what they meant, right away.
So, I clicked and went on to the final screen where I had to enter my credit card details.
This where they did a great job of removing the friction in the last and perhaps most important step. They only required my credit card number -- no first name/last name, or address. That long crazy coupon code? It was autopasted into the form already so all I had to do was click Submit.
Try this yourself
Look at your signup process through the eyes of a user (if you can't, I can help). Trying removing one "nice to have" thing from the process and measure if it has any impact. If you do it, let me know what you found.