Here’s the harsh reality: Confusing your prospects is bad for business. 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.
Confused prospects don’t become customers
Communication skills are essential in providing clarity – and in growing your business. 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?
Take a look at your website then consider this: Are you confusing your customers?
That’s an important question.
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.
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.
How are you confusing your customers?
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.
There are many ways you could be confusing your customers unintentionally. Here are some of the most common cases.
- 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)
- 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?”
Design & 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
Now that you’ve read through this list let’s have a show of hands. How many of you, when you’ve experienced any of the above, went straight for the “back” button and on to another website?
That’s exactly why you don’t want to be confusing your prospects!
Signs you’re confusing your prospects
Abandoned shopping carts, a low conversion rate, and frequent product returns (when the items are not defective to begin with) are good indicators, among others, that you might be confusing your customers.
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 design and / or refining your copy. When in doubt, get assistance from the pros.