Convert Sales Through Clarity and Simplicity
Nov 23rd, 2007 by Tim Skipper
I was reminded this morning, whilst browsing the Microsoft MSDN site looking for MSDN Subscription info, just how important it is to tell the customer what it is they want to know as clearly and as simply as possible.
I was reminded of this, because Microsoft was doing a very poor job of it. I wanted to know what the current MSDN Subscription packages are and a comparison table of what they contain. It must have taken me 15 minutes of clicking before I eventually found the page I was looking for. That’s insane!
Microsoft can get away with this poor customer experience because of their sheer size and industry position. But for the rest of us with commercial web sites who do not enjoy being a household name, the clarity of key product information is an important aspect which should not be overlooked.
If you’ve not captured visitors’ attention within 30 seconds, you’re done for. So make sure the key selling points of your product or service are not hidden 15 layers deep off of some obscure page.
Clarity = conversions!
