Successful companies are able to continuously handle large numbers new customers to connect. How is that possible? And how do they do it so fast? It often has to do with the simplicity with which a new customer can start.

Take opening an account with Bunq, the self-proclaimed “Bank of the Free” that wants to change the banking world forever through digital disruptions. With a few mouse clicks you as a customer can open a current account within 5 minutes.

Super simple! This makes the product extremely snackable: you can use it quickly and without any effort. We call that bite-sized. And once tasted, it tastes like more. 

From Chinese menu to 3 options

Creating a snackable product often goes wrong at the front of the process: the price list. Many companies are inclined to display all their products and services.

snackable products

This creates long price lists that are reminiscent of a Chinese menu. They cause stress of choice and indecisiveness. Moreover, you run the risk that potential customers choose a product that you do not even have the focus on.

Free advice: throw your Chinese menu overboard and reduce your offer to 3 options. Okay, 4 or 5 is fine too.

What matters is that you make your potential customer's life simple. Once they are a customer, you can still offer other products or extensions via upsell or cross-sell.

Look, try, and only then pay

A snackable product comes with an accessible price. In an ideal situation, a new customer pays nothing and gets to work with your product. Some companies offer a trial period, others a money-back guarantee, others a demo solution for example.

The ultimate step is that you offer your product Freemium. In that case, your customer will only pay if he wants more extensive functionalities. The risk of the Freemium model is that some customers (often the smaller ones) will never pay for your product. However, these users can also ambassador of your solution and provide recommendations.

freemium hubspot example

Take Hubspot. They offer all potential customers the opportunity to use their CRM system for free. Ideal, because this way you can experiment with the package and experience for yourself how simple and fast it works. You only have to pay when you exceed a certain number of CRM contacts or engagements.

Even if you want extra marketing or sales functionalities, the cost counter starts to run, but still accessible. Thanks to the Freemium model, Hubspot creates a smart lock-in. If you've already spent a lot of time filling your contact list, you won't walk away easily. You have also secretly become a bit addicted to all those simple functionalities.

Mission accomplished: Hubspot has gained a new customer and you didn't have to take any risks in purchasing a package you don't know. Win win situation!

Start immediately with the new product

An important condition for a ready-to-eat product is that you must be able to use it immediately. There should be no time threshold, in other words you don't have to wait hours, days or weeks.

Do you want to start now, immediately? Then it can be done without any effort. That makes a product snackable.

The system also has to take you by the hand, as it were. Smart tutorials and handy notifications help you to work with it immediately. They teach you how to use the package even smarter or faster. In short, with a few mouse clicks the new user can get started with the product.

Any product can be snackable

I am often told: 'It doesn't work for us. Our product is too complex to start immediately.' As far as I'm concerned, that argument belongs in the bullshit bingo. Of course a product can be complex, but by offering customers tools, you can offer it much more simply.

When setting up a software package, the user is confronted with all kinds of options, process diagrams or customized functionalities, such as links. By working with questionnaires and other overviews, you take your customers by the hand and guide them step by step through the process.

Many providers also tend to immediately pull out all the stops. Do not do that. Let customers start small and help them gradually build up their usage. Does your product remain large and cluttered? Then go back to the drawing board and create simplicity. Only then will your product also become snackable.

Have a smile

At the beginning of this blog I already told you about Bunq . Not only was I done in a few mouse clicks; they took every opportunity to fuel my enthusiasm.

Stimulating quotes, clear graphics, nice gifs and flashy images; everything was in it. Thanks to Bunq I felt like a true James Bond. As a result, I looked at my cell phone with a big smile. Firstly, I had opened a bank account within 5 minutes.

bunq process

Secondly, Bunq managed to make the whole process fun thanks to snackable content. How can you improve the customer journey? Can you entertain potential customers with teasers and use interactive elements to keep them engaged? The greatest danger of accessibility is that new customers create an account and then never come back.

Of course you can use emails and notifications to send someone friendly reminders to use your product again. If you do it smart, you don't have to. What you offer, tastes like more. That is the experience you want to create. Only then will your mission of a snackable product be truly successful.  

bunq inhaker