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  • Writer's pictureKim Fowler

Confusion Is the Enemy of Website Conversion

When a prospective client visits your website, how do you want them to feel? Overwhelmed and confused, or confident and intentional?


Assuming it’s the latter, those feelings are dictated by your web design and, specifically, your user experience strategy. The choices that you make when you create and organize your website will directly influence the experience of your visitors and, therefore, your conversion rate.


Convert browsers into buyers


Generate more website conversions


Turn those tentative browsers into confident buyers with these four actionable steps:


1. Reduce the Menu Items at the Top of Your Site


Generally, you should aim for five or fewer options in the menu bar. You can display more options in the website’s footer or internal links throughout your site, but the main navigation is best kept concise.


More options introduce the possibility of confusion.


The paradox of choice is a very real thing – eliminate that altogether by limiting the options provided to your visitors and instead give them a small handful of clear choices that they can use to find the information they’re looking for.


2. Limit Your Offerings


Have you ever been to a restaurant and been greeted with a menu the length of a short novel? Usually, the first thing that comes to mind is, “There’s no way they’re doing all of these dishes well, right?”


Compare that to the feeling of entering a high-end restaurant with a one-page menu featuring only a handful of options. It gives you confidence that no matter what you choose, it’s going to be phenomenal. There’s no wrong choice.


That’s the power of editing your offerings. It gives your visitors the confidence that they will receive a well-refined, professional product or service rather than one out of a hundred half-baked offerings.


It demonstrates expertise. It says to your website visitors: “This is what we do best. This is what you want. All you have to do is click here."


You can always provide a list of additional potential offerings with information available upon request.


3. Consider Whether Your Visitors Should Scroll vs. Click


Scrolling is an instinct, yet a click is a decision. When reading through your website content, it’s very easy for a visitor to continue scrolling to learn more. It’s like the absence of a decision; they continue to do what they’re doing.


On the other hand, a click requires intention. It introduces the potential to turn visitors away if they’re not yet invested enough to make that decision to click through.


Consider providing answers to customers’ questions all in one central place, with no clicks required. A single FAQ page is a powerful feature to include on your website for exactly this reason.


Don’t make your visitors search for the answers they seek – serve them up on one central, obvious platter!


4. Build a Roadmap with One Main Goal Per Page


Be deliberate in the way that you direct your users through your website. Thoughtful website design allows you to be intentional, avoid confusion, and convert effectively.


Designing your website in this way conveys confidence to your visitors and eliminates any guesswork on their behalf. It says to your website visitors: “You don’t have to waste any time deciding what’s best or where to go next. We’ve already considered all that. Just do this.”


For example, the single goal of your About Us page could be to direct users to your Portfolio. Your Services page could be designed to funnel users to the Contact Us page.


Whatever choices you make, give your website users a clearly defined path to follow. Chat with us at The Brand Brew™ for more tips on how to optimize web design in Waterdown and better convey confidence and avoid user confusion.


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