Client engagement and the $300 million button

What a decades-old usability test still teaches us about trust, hesitation, and converting interest into action.

In the early days of the internet, usability expert Jared Spool was asked to analyse the customer experience of a major e-commerce site. Through usability testing with real customers, he discovered something simple but costly: the company was losing sales because users were forced to create an account before completing a purchase.

You probably remember that cumbersome process; it was annoying and often made us click away.

The fix? Replace the “Register” button with “Continue as Guest.”
The result? An additional $300 million in revenue – in just one year.

Pretty impressive, right?

We still had to fill out all the same information, but after the purchase – not before. That change in timing made all the difference.

That test was conducted decades ago. These days, with seamless checkout systems, automated schedulers, and sophisticated booking platforms, you’d think hesitation at the point of purchase would be a thing of the past.

And yet, it isn’t.

The real reason people still don’t book or buy?

Hesitation online doesn’t always come from clunky tech. Today, it’s often driven by a lack of trust, confidence, or simply a lack of information.

In the skincare and aesthetics world, where you’re asking someone to trust you with their face, their skin, their self-confidence, this hesitation is emotional, not technical.

No? Or just not right now?

When I worked in sales, I learned early on that a “no” didn’t mean “never” – it often meant something unspoken. “I don’t have enough information.”

When you’re standing in front of someone, you can anticipate their concerns or objections and ask more questions. In real life, I might say, ‘Before you go, I can see you’re unsure; what’s holding you back?’ Once I understood what was behind their hesitation, I had a second chance to offer reassurance and guide them through their concerns.

But online? You’re not there to ask.

So, how do you bridge that gap?

Two smart strategies for re-engaging hesitant visitors

The brands doing this well don’t just rely on hope or push discount codes; they also focus on creating a seamless experience. A system of engagement that continues the conversation after the visitor leaves:

1. A simple opt-in
   Something valuable enough to get them on your email list – like a treatment quiz, guide, or consultation checklist.
2. A nurturing follow-up email sequence
   This isn’t about chasing a quick sale. It’s about answering questions, offering reassurance, and building the kind of trust that leads to “know, like, and trust.”

Done well, this combination turns “not yet” into “ready to book” – because now your potential clients have the confidence they were missing.

Scenario: XYZ Skin Studio reimagines their booking journey

Let’s say XYZ Skin Studio is a boutique clinic with a loyal local following. They’ve invested in a beautiful website and offer online booking, but they’re still seeing a high number of visitors drop off just before making a treatment booking or purchase.

Rather than spend more money on Google AdSense or Meta Ads, they took some time and stepped into the shoes of a potential customer and asked:

“What makes someone hesitate to book?”

• Fear of wasting money
• Uncertainty about whether the treatment is right for them
• Lack of familiarity or trust in the clinic
• Not knowing what results to expect
• Worried it will be another skincare journey to nowhere

So, XYZ Skin Studio decides not to push harder. Instead, they set up two things:

• A “Find Your Perfect Skin Treatment” quiz that captures email addresses in exchange for tailored results.
• A follow-up email series that educates, reassures, and slowly builds trust.

Each email answered an unspoken question:

• Is this treatment right for me?
• How long will it take to see results?
• What do other clients say?
• What makes XYZ Skin Studio different?
• Should I trust them?

The email series includes real-world examples, a friendly tone of voice, and even introduces the team. Suddenly, those visitors who would have clicked away start to stick around.

And more importantly, they start booking.

This is not a series of sales emails; it’s a ‘get to know us’ series.

Turning hesitation into engagement: where content steps in

When a client doesn’t book, they don’t always disappear. Often, they:

• Scroll through your Instagram looking for social proof
• Check Google reviews
• Compare pricing, language, or clarity with your competitors
• Tell themselves they’ll “come back later”

Here’s the good news: if you capture their email, you get to control what happens next.

Because it’s not always the booking system that loses the sale – it’s what happens (or doesn’t happen) around it.

Here’s where your content really matters. These are the decision-shaping touchpoints that either convert a hesitant visitor or lose them for good:

Abandoned Cart Emails – A generic “You left something behind” email isn’t enough. What’s stopping them? Was it the price? Uncertainty? Lack of urgency? A well-crafted follow-up should address hesitation head-on.

• Example: “Still thinking about [Product/Treatment]? Not sure if it’s right for you? Here’s what our customers say…” → Insert reviews, results, or case studies.

Opt-in Sequences – Not everyone is ready to book right away. Do you have an email sequence that nurtures them until they feel confident?

• Example: A 3-part email series that educates them on what the treatment solves, the skin condition. What caused it, and how to fix it. Why the treatment is different, and what results they can expect.

FAQ Pages & Service Descriptions – Do they actually answer the questions customers are thinking about? Or are they filled with generic, surface-level details that don’t address real concerns?