Putting the Fewest Clicks Between Your Customers and New Orders


Getting press is a great tool in a brand’s quest to maximize sales. And while press clips alone are the primary goal, capitalizing on those same press clips is paramount to making the most of the process.

In the wide world of shopping online, most of it occurs on the fly, from a smart phone or a tablet of one platform or another. It’s usually somewhat impulsive, and needs to be streamlined in order for it to be completed before the much reviled “abandoned shopping cart” syndrome occurs.

Very few customers these days have the time or patience to search through a webstore looking for the interesting product they spotted on Byrdie or Refinery 29 a few days ago. While most editors are kind enough to supply direct links, these are only useful if your reader chose to click at the time they read the article.

It’s said that a consumer on average needs to be exposed to a product about 7-10 times through various platforms before they’ll really recognize or connect with (ie: trust) the need for your product. So with that in mind your new customer has probably seen your new soap, cream, or skincare device in articles and on social media several times before the magic moment happens and they choose to make a purchase.

Magic moments are when a variety of factors converge that makes your customer want to buy. They involve:

  • Having cash on hand or available credit to buy;

  • Feel the product will do what it says (ie: trust again);

  • The purchase of the product will satisfy a psychological need, such as making them more attractive; making them feel that they’re part of the green movement; making them feel hip and in-line with the taste of Kim Kardashian or any number of celebs who are reputed to also use the product.

There’s nothing worse than interferring with this confluence of circumstances as they are often only fleeting.

Too many options on your landing page, coupled with the need for lots of clicks and no available search are the biggest sales killers when it comes to webstores.

If the reason for your website is to sell, make sure that this is the first option customers encounter when they come to your site. Don’t drown them in brand story that they must wade through to find the right link, when they only want to zip over and grab the hydrosol they want.

If you’ve been promoting one particular product, and have gotten some great placements in magazines and online, consider making it easy for customers to buy from your site by removing click drama.


You can do this by featuring them as a hero image with a BUY NOW button that gives your customers the option of bypassing a typical shopping cart and takes them right to the checkout page.


Once shoppers have clicked that button, taking them immediately to the checkout page, offer them options that don’t involve rifling through their wallets looking for a debit or credit card. Paypal is the most common as most Paypal users have their credentials loaded on their devices and it takes a minimum of effort to complete the sale.

Another important tool is to offer subscriptions to your most popular products. These are scheduled sales in which your customers automatically get their supply of your product replenished automatically, without the requirement to come back and purchase from your website.

While many brands believe that enticing customers to plow through each page and product on their site will maximize sales, in reality it does just the opposite. A better way to add on to a sale would be to offer suggested items or add ons at check out that a shopper can easily add in with one click.