I just signed up for a Virtual Assistant Service.
They made it easy on me, by making it challenging.
Yes. Stay with me here…
They could have simply given me a button that said, “Sign up here.” Then they could have taken my money. Yes, that would have been an “easy” process. But how many people would do it, and just sign up cold like that.
Instead, they added friction to me buying their service, and it made it easier.
Let me show you.
First, they didn’t ask me to buy. They just invite me to try.
After clicking that, they entice me to try it for free, and take my info…
They don’t stop there, because you know how many of us sign up for something like this, let it hit our email and do nothing, right?
So instead, they get me into action, immediately. They ask me to pick a task area, and if I do it within the time limit, then I get a $25 credit.
And then step by step, I pick the kind of task I want done:
I then go on to give them exact information…
And we’re on our way.
Yes, it’s a lot of steps, but, I believe it drivers higher conversion rates because:
a) They’re very easy.
b) It screens out those who are not serious.
c) I get immediate value, and they are selling by doing.
So how does this relate to your company internally?
Add friction to the hiring process.
1) Rather than post your job opportunities, put up a form to take their email address and their interests, so that you have a way of contacting them if a relevant job comes up. If you just show them the jobs and one doesn’t apply, then you’ve lost them forever.
2) Have them contribute a video of why they are a good candidate.
3) Ask them to use a very specific subject in an email to you, just to see if they can really follow instructions and pay attention to detail. If they can’t do this simple thing, they’re out.
4) Interview people in a group, have them work together on something and have each person say a recommendation for the others to get a job. You can tell how well they play in teams, and how much they’re willing to support the bigger goal.
Add friction to a new program.
When I started up the Goals Coach program at Zappos, we had only one coach for 1500 people. Rather than just opening up for coaching, we had them:
1) Apply to be in it, making them think about what they want and why.
2) They had to take a class about coaching and how it works
3) Now that they have had all their prep, the sessions only took 15 minutes, rather than a full hour, thus quadrupling capacity.
Where might you add friction in your business or in your culture in order to serve the higher goal?