Many actions are taken because they are easy. What did you last eat for lunch? How did you drive to where you are? What browser tabs are open? And ease is context-dependent. What is easy for one person may not be easy for another.
Ease is a tool. Make it easier and people will do more of it.
And it doesn’t have to be that easy: Framing makes comparisons better. Any fast associations will do.
The ‘buy now pay later’ company Afterpay succeeded for many reasons, one was a focus on ease.
Easy for the consumers. Pay one-fourth now, then one-fourth every two weeks. That’s easy. There’s no consideration of credit card balances or APR.
The terms also make it easy for the consumer to legitimize. If the offer was too good to be true consumers would sniff it out and balk at the purchase.
Easy for the merchants. Say you own a store. You hear about Afterpay. Wait! They charge, 4% of the transaction!?!?! Your store can’t afford that.
So how did Afterpay make it easy?
Merchants don’t have to handle the transaction costs (~1-2% anyway) or the chargebacks. They don’t have to worry about bounced checks or building out their own software. Afterpay increases total order size and serves as a marketplace. The deal was so good it was irresponsible not to be a customer.
Easy for regulators. Every business exists within a system of rules. One of the largest agents in the system is the government. Relative to credit card companies, Afterpay has a consumer-friendly profile and consumers love it.
BONUS: Easy for Afterpay. Yep. Afterpay made it easy on themselves too. Co-Founder Nick Molnar told people his ideal customer was someone buying a purple polka dot dress. This customer was fixed on the fashion and unlikely to miss a payment.
Fashion customers also skew younger, are more open to options, and want creative financing. While Amazon is convenience shopping, Afterpay became experience shopping.
Afterpay found an opportunity by reshuffling the costs of doing business. Merchants do pay more per transaction but have more and higher transactions. Effectively Afterpay took money from the marketing and rent buckets and moved it to (their!) processing bucket.
Within Afterpay, it is CAC reshuffling. If Afterpay is more lenient in approving customers, they have more loss. But they get more customers. Longtime users use Afterpay 29 times each year! While the fraud and loss figures increase the other forms of CAC do not.