Keeping it simple and direct

Wow! I was blown away yesterday. At work we had sent out a regular email to our customer database about various things going on in the industry with a link to subscribe to our monthly magazine. There was no special offer – just the usual stuff.

But this was the first time we had included a link to an online form for our customers to purchase a subscription to our monthly magazine. Previously we only provided a phone number. These are industry participants who get an ‘industry rate’ and we didn’t have an online form for that special rate. A couple of months ago I thought we needed to change this, so I organised it with our developers and really didn’t think about it much after that.

This week we sent out the first email with the link to the new form and the response to it was amazing. It was probably our biggest sales day ever!  I wondered what caused this and then I remembered – oh yeah,  that’s what’s different. We had included a link straight to the ‘buy now’ page.

With just a teaser article in the email and a link straight to the online form where it only took one click to purchase,  we had our biggest sales day.

Not rocket science and no amazing offer with steak knives… It’s a great reminder of the power of keeping things simple and easy.


About Behind the Line

Digital and online marketer, passionate about maximising customer experiences. Opinions are mine & not those of my employer.
This entry was posted in customer Experience, customer service, keeping it simple, online purchase and tagged , . Bookmark the permalink.

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