6 October 2015
Have you ever given up on a purchase because the queue was too long?
Steve Jobs had the idea of ensuring that people never had to queue for anything. I thought about this the other day when I saw the winding line to get into the One Direction concert that my wife and girls were headed to.
Imagine a world where you didn’t have to wait, frustrated, in line. As a business, this is a dream concept. Losing conversions because of slow service has a massive impact. Online the stats suggest that websites lose 25% of their visitors if pages take longer than four seconds to load. Four seconds! A quarter of potential sales gone in less than the amount of time it takes to boil an egg.
You should never underestimate the value of speed in this day and age, when shoppers can easily switch to another provider, store or website to fulfil their needs – whether that is through a fast website, or fast service at the till, or getting people into an event faster.
Whilst it is undoubtedly seen as a very British thing to queue, I don’t believe that it is something that any of us enjoy.
I believe that our role in business nowadays is delivering service faster without compromising on that service. That’s how we do things at UKFast, speed is at the core of everything. We’re obsessed with it; whether that’s making sure we answer the phone within three rings or ensuring that our clients have the fastest websites they can.
Of course, the queues on the scale of concerts are largely unavoidable and did nothing the reduce the excitement that my daughters had for the concert, but I can’t help but wonder if the wait has dissuaded any parents from accompanying them to future events.
Next time you’re looking at your business and wondering where you can improve, have a look at areas you could speed up. I’d love to know how you get on and the impact this has.