A homepage is a point of entry for customers and partners. In a poll organized by Stanford, 75% of consumers answered that they form an opinion about the company by the design of its website. However, many websites, even these days are cluttered.
Lack of clarity doesn’t apply just to websites. It could be in the templates you use, product descriptions or the way your sales process is built. Confusion hurts the image. But worse than that, it hurts sales.
So how do you figure out that your service could use more clarity? Here are 5 signs that indicate that.
The website statistics take a turn for the worse
Those working for the company find the information on the website clear and comprehensible. Therefore, they expect everybody else to understand it too. But how users see the website is quite different from how you see it.
Luckily, we have Google Analytics and other tools that can help identify problems with user behavior.
Take a look at these basic metrics:
- the number of return visitors;
- the amount of time spent on the site;
- bounce rate.
Does the number of return visitors decrease weekly? Do people spend a couple of second scanning the page and click out? These are the tell-tale signs that the page does not satisfy user needs.
Customers are hesitant
When marketing and sales team efforts have lead a customer to a decision stage, nothing should distract them from making a purchase. If they hesitate and delay the final step, there is something wrong. The truth is people hate making choices. Your task is to provide all the necessary information and convey any doubts.
Offer help with any questions or concerns they might have through clear FAQs, live chat options, videos, and product description pages.
Customers don’t know how to utilize the product
The best products are easy-to-use and don’t require much training. But let’s be frank here, some things just can’t be made simple. However, you can properly inform customers and provide timely assistance.
Make it easy to use your products and services:
- offer onboarding and training;
- create an exhaustive knowledge base;
- make a follow-up call or send an email to anticipate possible difficulties.
Follow-ups, in particular, can head off many possible objections and lower churn rate.
You’re getting more complaints
A survey by American Express says that seven out of ten US customers would spend more money with the company that offers great service. Excellent customer support is critical. We all know that.
If customers are not happy, you will find out about it. Check social media, how often people return the product or ask for a refund. Once you’re aware of the issue, seek for its root. Is it slow shipping? Or maybe the product description is confusing, or customers are not happy with a particular employee.
Sales are decreasing
Customers need to know why they should buy from a company and how to do that. If you want to sell, then the process should be as smooth as possible. People are busy and don’t want to jump through hoops to make a payment. So, make sure you guide prospects through the sales process and answer all questions.
What do you do to prevent customer confusion? Share your experience in the comments.
