The second secret to improve your online Return on Marketing Investment is:
Secret 2.0: Reduce the number of blocks you make your customer walk
In your online path to application, every extra click you make your customer do increases the risk of them giving up and approaching you through a more expensive channel, or at worse case going to a competitors site.
I use the analogy that every click you make your potential customer do in the online world, is the same as making them walk that number of blocks to reach your store in the offline world: 3 clicks = 3 blocks.
Reduce the number of blocks your customer has to walk to your store, and you will increase the likelihood of them visiting your store instead of a competitors.
In the offline world, customers prefer convenience. In the online world however, they demand it.
In my experience, halving the number of clicks (or blocks) in your path to application will double the number of applications you receive.
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