Conversion Optimization: How to reduce friction and anxiety in a checkout process you don’t control

ShareEngaging in conversion optimization requires making a modification of some sort to improve conversion. But, what if there are steps in your customers’ buying journey that you can’t control? For example, we often hear from marketers that they don’t really have the time or resources to change their shopping cart in significant ways to improve conversion. Or, if you’re in affiliate marketing, channel marketing, or simply have a go-to-market partner, you might control the beginning of the funnel but have no control over the final conversion. Perhaps you sell a product through third-party stores and distributors and have no control over that process. I was recently in this boat myself. Not only am I a student in the University of Florida/MECLABS Institute Communicating Value and Web Conversion graduate certificate program, but I’ve been working on marketing it before the April 1st application deadline as well. The Optimization Process The first thing I did with the team was map out the customer journey — starting with not knowing anything about the program all the way to enrolling as a student in the program. Now, here was the great irony. Session 2 of the MMC5436 Messaging Methodologies and the Practice of Conversion Optimization course in the program walks through the optimization process and the first, second and third steps you should take. The very first step is reducing friction and anxiety. However, when we looked at the step in the customer buying journey with the most friction and anxiety, there was nothing…
Source: Marketing Experiments
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