Donna Genie (pyopaccounting.com) shares a short personal story about spotting a purse, using Amazon Lens to take a photo, and completing a near-instant purchase. She uses the anecdote to argue that removing friction in purchasing—both online (simpler checkout/registration) and in-person (easy self-guided shopping, quick checkout)—increases sales and speeds decisions; she emphasizes the importance of the "last impression" at checkout.
I'm going to tell you a little story about how removing friction will make people buy and make people buy faster. I'm Donna Bordeaux with pyopaccounting.com I was at a brewery this past weekend, and I saw a lady with a really cool purse that I really liked. It had all kinds of geometric designs and it was kind of iridescent, and I thought, oh, that's cool. So I snuck a little picture of it, and I thought, I got to figure out where I can get one of those. Well, as we sat there a little longer, I thought, I wonder if I can look this up on Amazon. I love my trusty Amazon. So I went on Amazon and I started to type in some description, and then I saw the little icon to take a picture. And I remembered I can go take a picture of an item that I saw somewhere and pop that picture into Amazon and it will give me the same types of things that I can purchase. So that picture that I took of the purse, I uploaded to Amazon Lens, which is what it's called, called. And in two seconds later, I saw the purse. I scrolled through, I looked at the ones with some different sizes and shapes. I looked at the pockets in the purse to make sure it was awesome for me. And about probably three minutes later, I had purchased the purse. And the next day it arrived to me here while I'm on vacation. It arrived to me at the location that I'm at, and I now have that purse with me. That process was so smooth, I didn't even have time to stop and have buyer's remorse or stop and have time to think, like, maybe this will pass. Maybe it won't be so cool if I wait until tomorrow. I bought it in an instant. So I want you to think about your studio and how it operates. Do you have a frictionless process where I can buy things from you, whether it be online or whether it be in person? How easy is it to buy? Make sure that you're minimizing the amount of friction in that process. Are there eight steps to go on your website to register for an event? Can you simplify that, make it quicker, and collect the additional information after someone's purchased that you might need? Think about that. Also, when I come into your studio, do I have to wait for somebody to help me find what I'm looking for? Or is it easy to guide myself through your studio and find what I want? Do I have to have help to get the items? Can I just pick it up myself, remove the friction there? And also remember, the checkout time is your last impression. We always talk about first impression. Last impression is just as important too. Make sure that the last impression is good. Make sure you have a frictionless checkup.
