The number one cause of buyer frustration within the beauty space is customer friction points in the salon business! Friction points on your website, on your social platforms, or even at your brick and motor salon will prevent customers from making appointments or purchasing products. Listen, we get it!

It is important to combine your creative repertoire with your business and digital spaces creating websites and experiences with the perfect aesthetic.

However, It is also very important to ensure that as business owners you find a middle ground that gives you creative freedom but also makes it easier for customers to pay you for your services.

In this post, we will be providing some examples of friction points your clients and customers face and how you can reduce them with some simple fixes.

Make it easy for clients to buy or make an appointment

When you design your website ensure that your “make an appointment” or ‘purchase products’ buttons are clearly placed at the top of your landing page.

“About me” “About our salon” “The team” are all important but they are secondary to all the areas that give your customers the ability to buy from you.

Reduce the number of offerings

It can get confusing when you differentiate certain services in order to create levels and price points.

Figure out your most important offerings first then build from there. Make sure lists are to the point and clear for the customer to understand.

Make sure your website is mobile-friendly

Your clients and customers are always on their phones which means your website must be mobile-friendly.

Most content management systems (WordPress, Squarespace or Wix) help with this, however, it doesn’t hurt to ask a developer if you want to ensure that your site is mobile friendly. If your ideal customer cannot view your website from her phone it will cause frustration.

Keep the names on your social media platforms consistent with your business

customer friction points

This is probably one of the biggest customer friction points clients complain about because they cant “find you”. If the name of your business or brand is “Make-up By Zoe” it should be the same on every platform you create (Facebook, Instagram, Twitter, TicToc).

This make’s it easy for people to find you because they tend to assume that your name is consistent everywhere. The easier it is for clients and buyers to see your work on all of the platforms they like, the easier it will be to provide them with opportunities to buy.

Customer Reviews and Testimonials

customer friction points

Fear and lack of trust are two causes of loss in sales across a multitude of industries including the beauty space. Customer reviews and testimonials will add credibility to what it is that you are selling making customers feel at ease because they can clearly see all of the great experiences your previous customers have had.

Make sure that your testimonials are prevalent outside of your website, within social spaces as well as on your website so that your customer is already in the mindset of wanting to purchase.

One way to ease your consumers’ fears is to pave a path with the footsteps of those who have been there before. In summary, the best way to reduce or eliminate customer friction points is to keep things simple and clear. Update your website frequently to ensure ease of use and clarity after testing and analyzing what works and what doesn’t.

This post is powered by My Fluffy Puffs the number one online store for hair and skin vegan products


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