WHY YOUR CHECKOUT PROCESSES ARE COSTING YOU SALES

WHY YOUR CHECKOUT PROCESSES ARE COSTING YOU SALES

Matt HealeyTuesday,12 February 2013

The Snap:

If you have been following this blog, then you know that I am currently on sabbatical. I will be hiking the Appalachian Trail this summer. Once I have completed that, I will likely start looking for a new job because a source of money will be good. It is not like I can live off of the profits from The Snap Download book (available here). As part of my preparation for the hike, I was advised by Jackson Mead and others that I should get a Road ID.

The Download:

In case you do not know what a Road ID is, it is a bracelet on which you have all of your emergency contact information and medical history engraved, so that if something happens, the first responders have some information about you. Typically you put your name, date of birth (year only), 2 emergency contacts, medical history, allergies — both food and drugs– and blood type, if you know it. If you are going on a long hike alone, as I am, this is good information to have.

Road ID generally has a good product. You can select an interactive or non-interactive version. If you select the interactive version, then there is a website with an ID number listed that the first responder can look up and get a more complete history. There is also a number they can call and get the same information. With the non-interactive version there is significantly less information but it is all engraved on the ID. Clearly, if you want the interactive version, then you need to set up an account with them so you can keep the data up to date. If you want the non-interactive version, as I do, then there should be no need for an account. The non-interactive version should be a transactional sale.

The problem is that like all too many online retailers, you need to set up an account. This means selecting a user name, password, etc. This is annoying. This is a transactional sale. How would you feel if you went into a liquor store and had to chose a user name and a password to buy a bottle of wine? You would likely walk out, as all you wanted to do was get the booze and go home. And it is more irritating than just the extra steps involved to buy what I want. Let’s play this out. I set up the account with a password that I promptly forget. After all, the next time I need this password will likely be in a few years when the engraving wears down to the point that it can not be read. At that point, I would like to go back to Road ID for another bracelet. The problem will be I will not remember my password, so I will have to go through an irritating password recovery process. If they simply provided me with an option to check out without creating a desperate account, I would have a Road ID heading to my house as we speak. But since they will not provide that option, I am now researching alternatives on Amazon. They lost a sale because of their annoying check out process.

Hat Tips

The Snap Download Book, Jackson Mead, Sports ID bracelets, Image Credit: Flickr

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