Our most recent free webinar included case studies and live optimization focused on subscription-path pages. But the underlying principle we covered is just as important to ecommerce, demand and lead generation, email — across all marketing communications, really.
The principle: Clarity trumps persuasion.
Sounds simple, right? Maybe even too elementary? Perhaps you’re thinking, “My CEO and six-figure marketing budget don’t need catchy maxims. Give me something I can use.”
Don’t be fooled. There’s a powerful idea hiding in those three little words. But it’s easy to miss because we’ve been trained to persuade. To sell the sizzle, not the steak.
We try to entice prospects into our sales funnels with peppy copy, splashy offers and incentives that don’t cost too much. Meanwhile, behind the curtain of our clever creative, we’re not concerned about connecting with people. We’re chasing sales numbers and revenue goals. So we ignore the fact that our prospects hate being pitched and sold to — just like us, when we’re in their shoes.
Problem is, that leads to web pages that make prospects wary and distrustful. Sites that make users jump through hoops. Transaction pages loaded with elements that create friction and anxiety in users’ minds.
Want to slash through all that on your site, and improve conversions? There are many ways to do that, but the foundation starts with building simple, straightforward pages and processes that match your visitors’ intentions. In other words, clarity trumps persuasion.