Written By: Jessica Kinsey – Growth Strategist – Prodigy & Co
Think about the last time you were enticed by a Facebook ad or a post from an influencer you follow online.
When you clicked through to the landing page, what was your experience like? Did you feel like you landed in the right place? Were the words, colors, and imagery all consistent? If not, you probably felt a little confused, and likely left without spending too much time checking it out. Which means you didn’t buy.
But if it felt like exactly what you expected, you probably stuck around and learned more. Maybe, you even made a purchase or gave your email for a freebie.
Consistency in your brand – including not just your logo and company name – is crucial to keeping customers engaged. Think about the words you use, your voice and tone. What are the key messages you want your customers to get? How do you want them to feel?
Without this consistency across everything you do you create friction and lose trust. And the second you create friction or lose trust on a sales page, you lose the sale.
Sales funnels are really just technical pieces put together in an efficient manner that lets customers flow from one step to the next. So it doesn’t matter how cool it is, if there is too much friction or not enough trust, it will never convert.
The easiest way to determine if there is friction in your sales funnel is to have someone test it. The less they know about you and your business, the better.* Ask them specific questions like what questions did you have, what information did I leave out, where was it confusing, etc. Ask them if they trust you based on going through the funnel. Trust is crucial in online sales. If you don’t have the right kind of social proof to show a potential customer that you are the right person for the job, they won’t take the next step.
Don’t be afraid of negative feedback, it gives you the opportunity to improve. The more clarity and consistency in your sales funnel and the more friction you can remove, the more likely you are to get sales.
Let us know – what’s your best (or worst!) experience with a consistent and clear customer experience? What brand wowed or disappointed you?
*To see a totally random stranger use your site (but you can’t ask questions) check out the service from Peek User Testing
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