It doesn’t matter how spectacular your product is, or how brilliantly you can innovate. If you don’t make it easy for the customer, they’ll go elsewhere.
By the same token, make things as easy as possible, and you’ll find you close more sales. You see, it’s all about simplicity. The simpler it is to finalise a purchase, the more it is to happen.
This applies at all levels. Is it easy for customers to contact you initally, or do you hide your details away, secretly hoping they’ll pass the by? Do you answer enquiries promptly, or are you a little behind? If a customer decides to buy your product or service, how quickly can that happen?
You spend a considerable amount of time and money finding and converting leads, so it pays to streamline your processes. Once the customer has decided they want to pay you, you should be able to accept their order and payment immediately. If you convolute the process with forms and questions and who knows what else, you actually give the customer more reasons to leave.
Think about how easy it is for customers to purchase from you. You may just find a great many places you can improve.