#6 – Clarity Over Cleverness
Everything about you, your company, products, and services need to be clearly stated.
This is important because customers need to know this information and they need to find it fast.
Consider the following tips to promote clarity over cleverness:
✔︎ Always provide a clear way for customers to place an order.
✔︎ Don’t make it hard to understand the checkout process.
✔︎ Know that your customers do not want to have to look up words to find out what you mean.
✔︎ Tell them in a simple way the message that you want to get across.
✔︎ Do not make it complicated.
In short, the process – from finding products to comparing products, adding items to the cart and moving through the checkout – needs to be simple and clear so that all potential customers can do it easily.
BONUS TIP: Add a ‘view cart’ button. Use a bright colour to make this button stand out. This can help people to see their products and keep them focused on the checkout, helping to reduce the bounce rate.
This tactic is used by stress management expert Janine Brundle, she notes “I was noticing a number of drop offs between choosing a product and proceeding to the checkout. To manage these I added a clear ‘cart’ icon in my site header. Now, customers can always see that they’re got an item, and this small change managed to turn around the bounce rate and increase my cart-to-checkout success.”