Driving by Sonic on a main road in Houston at 11pm one night, I saw a large billboard advertising an Oreo fudge milkshake. The message quickly hit my stomach and my instant craving made me pull off to check out the goods. I looked around for a drive-through and didn’t see one. Instead, I noticed that each individual parking spot had an ordering menu so I pulled into a spot.
There was a big red button with copy that said ‘press when ready to order.’ Although I’d never been to a Sonic before in my life, I’ve been to a drive-through before, and the copy on this menu board clearly told me what action to take. I placed my order as my mouth began to water.
The order was in, but I had no idea what to do next. I sat in my car for a short while, wondering if someone was going to come out and bring me my order, but it seemed to take awhile. I looked around on the board next to me but nothing explained what to expect after placing my order. I thought that perhaps I was expected to go to a drive-through at this point, or maybe I was expected to go inside.
I decided to press the big red button again and ask what they wanted me to do, and was explained that someone would be out shortly with my order.
If this scenario had happened online, I probably would’ve bailed out of the checkout process. People just don’t spend a significant amount of effort and time trying to figure out what your sales process! If the customer has questions that aren’t being answered once they’ve entered the checkout process, they’re likely to just drop out and go somewhere else.
Check your analytics. Take a look at how many people are entering your checkout process and dropping off before converting. And ask yourself: Why would you be willing to give your customers’ dollars to your competitors?