Bill Myers

How many times have you made the decision to buy, but after you started filling out the order form, decided to just forget it?

This happens all the time. In fact, studies have shown that more than 70% of customers bail out of the purchase process after they reach the order form.

The two top reasons customers don't follow through are:

1. The order form is too complicated, too many steps. 2. The product pricing is confusing. Too many choices.

If you are selling products, your goal should be to make it easy for the customer to buy, not more difficult.

To do this, make sure product pricing is clear. Don't offer options that require decisions. Keep the order form short. And never require a customer to register before they can buy.

You usually only get one chance - rarely will customers come back a second time if the buying process is too difficult the first time.

So make it an easy, 'no brainer' process to buy. And be sure to try out your order process at least once a month to insure it works as easily as you think it does.

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