All About Website Usability Blog – Holly Phillips


Clarity Trumps Persuasion – always!
January 5, 2010, 4:23 am
Filed under: customer-centered-design, Landing Page design, usability basics

I just attended a great webinar by Marketing Experiments called “Clarity Trumps Persuasion”.  If you’re not familiar with them, Marketing Experiments is a company that specializes in optimizing website landing pages, but the principles they tout are equally applicable to normal web pages.  Their main point:  poorly-designed pages that present visitors with competing objectives end up confusing cusotmers and damaging conversion rates.

A great quote from Flint McGlaughlin:  “The chief enemy to forward momentum is confusion.”  If you don’t have a clear next action on the page, you’re “bleeding revenue”. 

I’ve written earlier about our simple A/B test with a landing page where we applied some of these basic principles and improved our conversion rate by 370% (which directly translates into a 370% increase in ROI, by the way).  But we should all remember that these same principles apply to non-landing pages as well.  Yes, typical site pages may have to serve many purposes (for example, a product page need to serve those who want to find out about the product before purchase, buy the product, and service or support the product after purchase.)  That’s how we often justify having many, many links on a page like this and expecting the customer to figure out what he wants to do.  But that’s in fact the easiest way to confuse and lose the visitor. 

If, instead, those pages had very clear next steps and helped walk the cusomer down the right path, they’d be MUCH more effective.  “Clarity trumps persuasion”.  Indeed – clear pages with clear next steps will always improve customer thruput and conversion rates.

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