The Bottom Line

Read time: 3.5 minutes.

Hey Reader,

Let’s talk about the art and science of refining your business processes. Today, we're talking about one of the most critical, yet often overlooked aspects of your business (at least when it comes to getting new clients and onboarding them) —the user experience. Now, before you roll your eyes thinking this is just another buzzword, stick with me. I promise this will be worth your time, as it could be the difference between a successful marketing campaign or not.

The Little Things That Make a Big Difference

Let me start with a pet peeve of mine. Imagine you’re filling out an application form online. You enter your name, email, phone number, and all that jazz. You hit submit, and then you're taken to a calendar page where you have to re-enter the exact same information. Drives you nuts, right? If you're anything like me, you'd probably abandon ship right there. This is a classic example of poor user experience and yet MOST high-ticket funnels I see do this exact thing and are losing countless prospects.

Fortunately, its an easy fix to save your prospects the hassle by pre-filling their details. This small tweak can significantly improve your conversion rates. So, let’s dig into how we can optimize various steps in our process to create a seamless experience for our prospects and clients.

Why User Experience Matters

User experience isn't just about looking pretty; it's about function and flow. When someone lands on your landing page, you want to minimize friction - friction is the death of conversions. That's why I always put the application right there on the landing page. We want them to fill it out immediately, without clicking over to another page.

Don’t forget this adage - every extra click is an opportunity for drop off.

The key question to constantly ask is: Am I making this easy or hard for my users?

For example, one of my clients had a quiz funnel with 45 questions. It took 12 minutes to complete! By the time I reached question 10, I was just clicking random answers to get it over with. Not surprisingly, their completion rate was dismal, and the data they gathered was unreliable. We should always be asking what is the minimum number of hoops prospects should jump through that will still allow me to get a qualified lead.

Refining the Process: Practical Tips

Simplify Your Forms:
- Start by evaluating your application questions. Ask yourself: Is every question necessary? If not, cut it out. Don’t just ask questions for the sake of asking them; only ask qualifying questions.
- For mandatory questions, can you phrase them in a way that's easier for your prospects to answer? For example, turning an open-ended question into a multiple-choice one can reduce friction.
- Conversely, sometimes open-ended questions are necessary to gauge serious interest. If someone writes a detailed response, they’re more likely to show up for the call, so for some you may need open-ended questions.
Explain Why You're Asking:
- A neat trick is to explain the reason behind each question. For instance, "What is your current monthly income?" can be followed by, "We ask this to tailor our services to your needs." This increases the completion rate and makes your prospects feel understood.
Use Technology to Enhance Experience:
- Sticky Videos: On your landing page, if you have a video that explains your service, make sure it follows the user as they scroll. This keeps them engaged.
- Full-Screen Forms: When a prospect starts filling out your application, make it go full-screen to eliminate distractions.
- Pause Videos on Tab Change: If the user switches tabs, pause the video. This forces them to come back and pay attention.

Test, Refine, Repeat

Once you start driving traffic to your process, it's all about refining the user experience. Aim for the sweet spot where there's enough friction to qualify prospects, but not so much that it drives them away.

Thinking Outside the Box

User experience isn’t just about forms and videos. Think broader. For instance, consider implementing a chatbot that pops up if someone lingers on your page without taking action. This could answer their questions and nudge them toward filling out the application.

The Competitive Edge

Remember, there are countless businesses offering similar solutions. What sets you apart could be the experience you provide. It’s these little enhancements that can make a big difference.

Let me share a personal example to drive this point home. Recently, I started incorporating a few changes on my own pages. For instance, we added a sticky video feature. Now, when users scroll down, the video follows them. Another tweak was making our application form go full-screen to reduce distractions. We also paused the video if the user navigated to another tab, ensuring they stayed engaged with our content. These minor adjustments have already shown promising results in terms of engagement and conversion rates.

Homework: Evaluate and Improve

Here’s a little homework for you: revisit your application/acquisition process. Scrutinize each question. Is it essential? If not, axe it. Can you ask it differently? Try it. Explain why you're asking it. Test these changes and see how they affect your completion rates.

Next, think about the overall user experience. How can you make it smoother and more engaging? Remember, even small tweaks can lead to significant improvements.

Final Thoughts

User experience is not just a fancy term; it’s the linchpin of your business success. By focusing on these details, you can create a more efficient, enjoyable process for your clients, leading to better results for both them and you.

Until next time, keep refining, keep improving, and remember—it's the little things that make a big difference.

Nicholas “Smooth” Kusmich

P.S. Ready For More Calls On Your Calendar?
The best way I can help you is by showing you how to get more QUALIFIED sales leads, at much lower costs, without using an old, outdated traditional funnel... Interested? Learn more here → https://scale.nicholaskusmich.com/fast-track

Nicholas Kusmich

Improve Conversion Rates With A Frictionless Application Experience