Here’s the harsh reality: Confusing your prospects is bad for business.
Confused prospects don’t become customers
Aside from the fact that they won’t be buying from you, they also won’t be returning to your website anytime soon—or ever. And they certainly won’t be recommending you to anyone either!
That’s because confused prospects will view their interaction with your content (and your brand) as a negative experience—not one with happiness or satisfaction.
But when you’ve invested substantially in various marketing materials like your website, the last thing you want is to have visitors that don’t convert. They don’t make a purchase, they don’t inquire, they don’t do anything – they just leave. What are you doing wrong?
That’s an important question. Why? Because confused prospects don’t convert—period!
This is true for all industries but it’s especially bad news if you’re in e-commerce. So that question isn’t something you can afford to ignore or leave to status quo.
You need to get to take a look at your website right now and ask yourself: are you confusing your potential customers? And, if so, how?
Signs you’re confusing your prospects
How do you know if your website is confusing potential customers? The following are good indicators – symptoms of a bigger problem – that your website needs your immediate attention.
- Abandoned shopping carts
- A low conversion rate
- Frequent product returns (when the items are not defective to begin with)
The different ways you could be confusing potential customers
Here’s the thing: We often have tunnel vision when it comes to our own work. We simply don’t see how or where we’re confusing customers… unless someone else points it out to us.
Unfortunately, there are many ways you could be confusing your customers unintentionally. Here are some of the most common cases.
Are there marketing lapses?
- You haven’t differentiated yourself from the competition so you sound just like everyone else on the market.
- You’re targeting everyone and therefore resonating with no one in particular.
- You don’t understand your customer that’s why you’re “playing it safe” by giving them a ton of information (that no one actually cares about).
Communication skills are essential in providing clarity and in growing your business.
You might also like: When to hire a professional copywriter
Is your content confusing?
The following scenarios tell you that your content is the culprit.
- Visitors need a degree in rocket science to decipher what you’ve written.
- Your content waffles and / or uses a lot of jargon that no one outside your industry understands.
- You’re giving customers too much choice and this leads to confusion as well as decision paralysis.
- The information is too complicated to understand at a quick glance, so visitors don’t bother at all.
- You’ve made it hard for visitors to get to the meat and potatoes of your content – you’ve buried the pertinent details in mountains of text that no one’s going to sift through.
- Your descriptions are either too generic or overloaded with information that they aren’t actually helpful.
- Visitors don’t know what to do on your website because you haven’t told them.
- You’ve resorted to using free online translation tools to generate your content, so it’s practically illegible.
- You haven’t updated your content in ages – customers wonder, “Is this information still accurate?”
You might also like:
» How do you write good product descriptions?
» Growing your business internationally – should you choose a translator or copywriter?
» Alleviate buying pain with these marketing and copywriting tips
Are there design and structural oversights?
- You’re distracting visitors with too many links, too many buttons, too many colours – there’s too much of everything except a clear direction.
- Your website’s navigation is like a maze, so visitors can’t easily find what they came for.
- You’ve forgotten to fix / redirect broken links.
You might also like: The purchase journey – what small businesses need to know
Now that you’ve read through this list let’s have a show of hands.
How many of you have experienced any of the above while browsing the web? And when you encountered the above scenarios, how many of you went straight for the “back” button and on to another website?
That’s exactly why you don’t want to be confusing your prospects!
It’s not the end of the world – there are solutions!
Remember that it’s your job to ensure clarity. Fortunately there’s really nothing that you can’t fix or improve. And in this type of scenario, you can and will see improvements just by modifying your website’s design and / or refining your copy.
Are you confusing your prospects?
You can’t fix your problem areas if you don’t know what they are. When in doubt, contact me to assess your content.