Leave out the guesswork. Set expectations. Being vague won’t get people to click on your button or call to action. People like to be in control. Don’t leave them guessing what the next step will be. Show your users where they stand in lengthy processes. Incorporate progress bars. Be clear about what will happen once they complete a lead form or place an order. Clicking submit without knowing exactly what to expect next creates uncertainty. Uncertainty creates friction—and friction can kill the success rate of your page.
Give users enough time and information to make a decision
The more complex the product or service, the more time it may take your customers to make a commitment. What are the risks associated with making the wrong decision?— Is the product expensive? Does it require a significant time commitment? Could it pose a health risk? Put yourself in your users’ shoes. How much information would you require in order to make an informed decision? The more risk associated with potentially making a wrong decision, the more research we typically seek out as part of our decision-making process. Experiment with things such as copy length, filtered content and comparison charts. Don’t be too aggressive up front and make sure you’re providing your user’s with the right amount of information.
Look at your users’ decision-making process
We typically require differing amounts of information depending on where we’re at in our decision-making process. Early in the process, users will most likely be researching and gathering information. During this educational phase, try utilizing lengthier page content or microsites that provide more information—especially for products or services that require a more complex level of consideration. As users move from the research phase and drive closer toward their decision, don’t distract them with unnecessary content. The closer you get to closing the sale, the less you should have on your page. Consider testing anything that could be reduced, from supportive copy to design elements to navigational items, or even implementing a single-purpose landing page.
Simplify the process
Don’t make processes any more complicated than they need to be. Remove all unnecessary options. Make it intuitive. Shorten the distance from point A to point B. Don’t make your users do any more work or thinking than they have to. The less options, the better. Whether it’s implementing a sticky menu to prevent unnecessary scrolling or adjusting the steps in a lengthy application process, the simpler things are, the less chance your users will become frustrated and leave.