Why Buyer Confusion is Killing Your Conversions (And What to Do About It)

15 seconds.

That’s how long the average person spends on your website.

If you haven’t generated interest in that short space of time, odds are your site visitor will bounce back to Google (and might even check out your competition instead).

Let’s be honest though, it’s seriously tough to land a sale inside 15 seconds… but you can absolutely lose one.

One of the quickest (but most often repeated) ways to lose a sale is to fill your website or sales page with confusing words and messaging like you’re trying to sound like the smartest guy or gal in the room. In trying to convert people, you end up confusing them.

We call this the Clarity vs. Clever debate.

The truth is, the words you use have serious potential. But that potential can either help convert visitors into leads and clients OR create buyer confusion that torpedoes your conversions. No matter what you sell, your website, landing pages, ads and email campaigns have just seconds to grab your target audience by the collar, draw them in and persuade them to read on, sign up or buy now.

So if you’re ready to simplify your message, but massively amplify the power of your words, we’ll help show you how.

When you confuse, you lose

The impact you can have when you focus on removing confusion and improving clarity can add tens – if not hundreds of thousands – of dollars to your bottom line.

So, how do you do this with your copy?

The most important thing is to write clearly and concisely – and we’re talking about individual words AND your overall messaging.

When you’re not clear, you create confusion. And confusion impacts sales. If you’re not clear and leave any space for confusion, you can expect the following nightmare scenarios…

(Warning: You might already be dealing with these 😤)

✘ You’re going to struggle to convert visitors into sales

If you’re currently getting visitors to your site, but it’s not generating leads consistently and on autopilot, then it’s most likely because your website is confusing or doesn’t use the words your target audience needs.

When you use words the right way it’s easier to convince people they need what you have to offer.

✘ You won’t build trust or connect with your audience

People buy on emotion and justify with logic. Unless you’re able to move people emotionally and hook them in, you’ll struggle to move them to action.

Once your copy starts building rapport and showing people you understand them, you’ll make it a helluva lot easier to drive people towards a conversion whether it’s to sign up, download, or buy now.

✘ You’ll waste a whole lot of time, money and energy

If your website or marketing campaign isn’t set up to drive conversions, it won’t matter how much traffic or how many page views you’re getting.

Facebook Ads. Google Ads. Web Design.

Without the right words, these marketing strategies will eat your hard-earned dollars and give you nothing in return. It doesn’t matter how deep your pockets are, you can’t spend your way out of a confusing website unless you improve your copy.

Without copywriting improvements, your marketing efforts simply won’t work as well as they could – or won’t work at all.

The #1 way to reduce buyer confusion is easier than you think…

A confused buyer is one of the biggest obstacles to a successful website or marketing campaign because confusion slams on the brakes in the buyer’s journey and creates friction.

The goal of your copy (and this works alongside web design) is to remove friction.

So, how do you remove friction from a copywriting perspective?

The #1 strategy is so simple that you can go to your website and implement it in the next hour. And that crucial change is… start putting the spotlight on your customers, not on you.

Are you talking about yourself or your customers?

This question is one of the most important things to consider with your website.

Are you focusing on what you do and your experience? Or, is it all about the person visiting the website?

Truth is, too many businesses take up space in the spotlight.

“We are best-in-class. We are industry leaders. We have over 50 years of experience”

Blah. Blah. Blah. 🥱

If it’s all about your achievements and how amazing you are, you’re boring people to sleep and making it easy for them to close the browser and look elsewhere. The truth is, no one cares about your business. They care about whether you can solve their problems.

That doesn’t mean your history, or awards, or achievements don’t matter – but they’re not how you approach a conversation or frame your business. The focus should always be on capturing the attention of your reader the moment they arrive on your page and focusing on their problems, aspirations and goals.

So many businesses forget the human element and get caught up in the hunt for sales. Instead, you should be asking yourself, who is this person coming to my website? What’s important to them? How can I help them achieve their goals?

Too many business owners get this approach wrong and focus on themselves – and their conversions suffer because of it.

Your customers want to feel seen, heard and acknowledged and that you care about them. Not just about yourselves. That’s why, every time they visit your website, they’re thinking…

W.I.I.F.M
“What’s in it for me?”

If you can start answering this question, and keep your copy clear and direct, you’ll instantly reduce buyer confusion, create trust with your audience, and enjoy an increase in conversions.

Action Steps: What to do right now to make your website less confusing

Your audience is immune to buzzwords, self-serving messages, and business jargon. Start by reviewing your website to identify any areas that might cause confusion and fix them – immediately.

Here are a few of the types of things you can look at:

• Run a 5 Second Test

 
The second someone arrives on your website, do they instantly know what you do? Get someone who doesn’t know your business to review your website for 5 seconds – can they figure out exactly what you do?

• Get Clear On Your Offer

 
Throughout your website, determine whether there’s any confusion around what you offer. Is it clear to a new website visitor what you could bring to them and what makes your offer unique?

• Outline The Problems You Solve

 
Every business solves problems for its customers. Is it obvious what problems you solve and how you can help people move away from the pain, fear, or frustration in their lives?

• Make Your Call-To-Actions Obvious

 
Does someone know exactly what to do if they’re interested in using your services? Do they know exactly how to sign up or buy now? Make sure the value of your call-to-action (CTA) is clear and you’re handling any major objections.

If you can confidently say “YES” to implementing the above – well done!

If the answer is NO then you need to make some changes to your copy ASAP.

Are you ready to drive more conversions and enjoy a more successful business?

The human brain is always trying to save calories, so when it comes to your potential customers, when you confuse ‘em, you lose ‘em.

Without the right carefully combined words you’ll lose your hard-to-find traffic in an instant. The truth is, you might have the greatest product or service in the world, but without great copy and the right words, no one will ever truly understand just how good it is.

It doesn’t matter how pretty your website is. What targeting you set up for your Facebook ads. Or which fancy automation tool you’re using. Using the right words, simplifying your message, and putting the spotlight on your audience have to come first if you want to see a return on your marketing investment.

And when you focus on being clear over being clever, you’ll see an increase in your conversions.

Are you ready to save time and trust your brand’s copy to a team of direct response superstars with a track record of success? Book a strategy call below to chat with a Savvy Copy expert.

Let’s Chat About Your Copy (It’s FREE and Only Requires 45 Minutes of Your Time)