Actionable Optimisation

Actionable Optimisation #35 – Make Everything Clear

 January 11, 2021

By  Will

Clear Messaging is Better Than Clever Messaging

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Having clear messaging is absolutely essential.

No matter your intentions, if you introduce messaging which is unclear, or even contradicts the customers expectations, you’re in for a bad time.

Increased numbers of customer contacts.

Social media complaints.

Bad word of mouth.

By all means be creative and ‘on brand’ on your confirmation page, but if you don’t actually provide confirmation of your customers order, they’ll wonder if it’s actually gone through.

In the Peugeot example below I was customising a car and the clear call to action is ‘Get a Valuation’.

Now, my assumption is that it means on an existing car, but why? It doesn’t explain what this valuation is for, and why I should click it.

For other customers, they might see that as similar to ‘Get a Quote’ and so press that expecting to get a quote for a Peugeot based off their current customisation.

And for other site visitors, it’ll take them down a path away from the conversion.

There’s probably a while different post about distractions, but the point here is, if you’re not clear about what something is, you’ll create confusion.

Some people will avoid clicking because they don’t understand it.

Some people will click it out of curiosity.

And for both sets that could be the wrong decision.

Don’t just assume your visitors will know what your site is telling them.

Some may be experts in the field, they’ve purchased many times, know all the jargon.

Others have never heard of your or your products before, and don’t have a clue about what your page is telling them.

The experts don’t get put off by extra or clearer information, but the others are for sure put off by the lack of it.

Make things clear, and assume your visitors know nothing (without treating them as stupid).


Will is a Customer Journey Marketing consultant, specialising in CRO, CRM and Customer Experience. Will has over 7 years experience working across a range of consumer facing businesses and has worked for huge brands such as MyVoucherCodes, Europcar, JackpotJoy, Virgin Games and Virgin Bet.


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