That is the topic addressed in a Marketing Experiments web clinic today that demonstrated how one website achieved a 201% increase in conversions. In the web clinic, the presenter emphasized the principle that clarity trumps persuasion. Be clear and to the point, and users will be much more likely to convert than if you barrage them with endless ‘salesy’ talk.

The web clinic addressed three questions that users face when they arrive at a website, and the importance of answering those questions as clearly and effectively as possible:

1. Where am I?
2. What can I do here?
3. Why should I use this company?

1. Where Am I?

When users first land on your page, they are in the ‘orientation phase.’ In a couple seconds (or less), they decide whether the landing page is relevant to what they are looking for. If there is any clutter, a lack of a clear headline or theme on the website that could cause confusion, then the easiest way out is the back button.

You can reduce confusion by making the purpose of the website very clear in the logo, headline, and supporting text. Don’t barrage them with ‘sales talk’ before they’ve had a chance to orient themselves and decide that you are a credible source of what they are looking for.

2. What can I do here?

Those users that haven’t hit the back button now feel confident enough to stay on the page and determine its usefulness.

The purpose of the page could be to generate a phone call or email, a checkout, a sign-up, etc. This is important: don’t leave the user’s thought process unsupervised. Use the copy and web design to guide the user to what you would like them to do – explain the benefits, value, and reasons why it is worth it for them to commit to converting.

Why should I use this company?

Finally, tell users clearly and simply why they should use your company instead of continuing their online search in pursuit of another alternative. Make sure that your value proposition (Marketing Experiment’s enhanced version of your USP, or Unique Selling Point) is clearly stated. Remember, clarity trumps persuasion.