Guide Category: Messaging

Topic: Is it clear what the ideal user should do next on every page?

The number one conversion killer is confusion. No matter what you’re trying to do – from selling merch to driving donations to getting people connected to local food pantries – the path to get there needs to be clear. Your real competition isn’t the org down the block doing the same thing as you, it’s boredom. You’re competing with the ticking clock of checking social, grabbing a drink of water, taking a bathroom break, the dog running in, the kid running in, etc. etc. etc. 

That’s why your path needs to be as clear as possible. Any time you’re making your audience work hard to figure out what to do next, you risk losing them. 

A good user path immediately answers the following questions for your user: 

1. Is this for me? 
2. If this is for me, am I in the right place? 
3. If I’m in the right place, what am I supposed to do next?

There are many, many ways to answer these questions for your audience. Your visual branding, your website copy, and every part of your user experience sends signals. Here are a few of the ways you can improve every part of your site.

Hero Section

The website content that appears when visitors first visit your website – typically your site logo, navigation, banner, headline, and buttons – is your hero section. 

As the first thing your users see, your hero section typically has the biggest effect on your conversions. A good hero section has a compelling headline and visual to grab visitor attention, a clear call to action to provide the next step, and maybe soe descriptive text to help establish your unique selling proposition.

A clear user path starts in the hero section

If you work in a large, risk-averse organization, there will be a strong temptation to make the hero section a catch-all carousel. The driving force for hero section content might be office politics instead of sales. Carousels are great at being inoffensive, but they’re bad for conversions. Why?

• Slider carousels (data show that these do nor perform as well as just one story at a time. By the time the brain processes what it’s seeing, the carousel has moved.)
• Too much cognitive load keeping track of all the carousel stuff
• A 2023 Baynard research study found that of sites that do use carousels, 28% implement them incorrectly– an improvement from 75% in 2020. (Source: https://baymard.com/blog/ecommerce-navigation-best-practice)

With this data arguing against carousels, why do we see them at all? They can work, but only if your can support them with personalization. 

Amazon, the best in the game when it comes to optimizing for conversions, customizes the hero experience based on who’s logged in. These are heavy on product images, light on copy, and static. They want you to be able to take a second and really think about their suggestions. This is brilliant because static content sections perform better than moving ones. By the time your brain processes the words and images it’s seeing, the carousel slides to the next image. It’s heavy on cognitive load.

However, when carousels are low cognitive load – such as when the carousel is actually the least important CTA in the hero – then it’s fine to have a slider. In Amazon’s example, they use this space as a way to promote its services like Prime Video or whatever the video game thing is in the screenshot above.

A 2023 Baynard research study found that of sites that do use carousels, 28% implement them incorrectly– an improvement from 75% in 2020. (Source: https://baymard.com/blog/ecommerce-navigation-best-practice);. That makes it critical to implement your hero section correctly, especially if you have a carousel. 

Target’s approach to a hero doesn’t leverage personalization like Amazon, but it does reinforce the effectiveness of static content. 

No carousels, just clear value propositions. The path for the user is very clear: 

• If something in the hero section looks compelling to users, they’ll click.
• Otherwise, they’ll use the friendly menu or “What can we help you find?” search bar

Give people clearly articulated choices/user paths

When designing your website, one of the most critical aspects to consider is how you present choices to your users. A clear and well-defined user path ensures that visitors can easily navigate your site and find the information or services they need without unnecessary confusion. Here are some key principles to keep in mind:

Don’t confuse people by giving them too many options/paths

One of the most common mistakes in website design is overwhelming users with too many options. When faced with an excessive number of choices, users can experience decision fatigue, leading to frustration and potential abandonment of the site. To avoid this, streamline the choices you present. Focus on guiding your users toward the most relevant actions or content based on their needs and interests.

Help them self-select for the content that they’re most interested in or what stage of awareness they’re in

Your website should be designed to help users self-select the content or actions most relevant to them. This can be achieved through intuitive menus, clearly labeled sections, or even personalized recommendations. By allowing users to identify themselves – whether they’re new visitors, returning customers, or seeking specific information – you can tailor their experience and direct them to the most appropriate resources or actions.

Ensure menus are clean and easy to read

A clean, easy-to-read menu is essential for a positive user experience. Complex or cluttered menus can be daunting, causing users to struggle with navigation. Simplify your menus by categorizing options logically and using clear, concise labels. A well-organized menu can significantly reduce the cognitive load on users, making it easier for them to find what they’re looking for.

Make sure it’s easy for users to determine where they are on your page at any given moment

Users should always know where they are on your site and how they can move to the next step. This can be achieved through clear visual cues, such as highlighted navigation links or breadcrumbs that indicate the user’s current position. A Nielsen Norman Group article emphasizes the importance of highlighting the user’s current scope in the main navigation, noting that 89% of sites fail to do this effectively. Implementing these cues can significantly improve user orientation and reduce frustration.

Meet your customer where they are

Understanding your audience is key to creating effective user paths. Anticipate their needs and interests, and design your site to address them. For example, if your site serves both individual users and teams, consider creating separate paths tailored to each group. CXL does this effectively by allowing users to choose between individual and team-oriented content paths, with tailored CTAs and resources once a path is selected. This approach not only enhances user satisfaction but also drives conversions by aligning the user experience with specific needs.

Tips for evaluating or creating a clear user path

1. Have a clear call to action: Ensure that every page on your site has a clear and compelling call to action (CTA). This could be a button, link, or prompt that guides the user to the next step, whether that’s signing up, making a purchase, or exploring more content.
2. Identify your audience segments: Understand who your users are and segment them based on their needs, interests, or behaviors. This will allow you to tailor the user paths more effectively and deliver content that resonates with each segment.
3. Determine what content each segment wants to see: Once you’ve identified your audience segments, map out the specific content or actions each group is likely to seek. This will help you create focused and relevant user paths that meet the unique needs of each segment.
4. Determine how to get the user to what they want to see as quickly and cleanly as possible: Speed and simplicity are crucial in guiding users to their desired content or actions. Minimize unnecessary steps or distractions, and ensure that the user path is direct and intuitive. The quicker and cleaner the path, the higher the likelihood of a positive user experience and successful conversions.

When it comes to crafting effective messaging for your website, one of the most important questions to address is, “What’s in it for me?” This simple yet powerful question is at the heart of value-driven communication. To answer it effectively, you must first understand your audience deeply and clearly communicate how your product or service meets their needs.

Know Your Audience

The foundation of any successful messaging strategy is a thorough understanding of your audience. Without this, it’s impossible to craft messages that resonate. To truly connect with your users, you need to understand who they are, what they value, and what challenges they face. This understanding will guide every aspect of your messaging.

Good Value-Driven Messaging

Value-driven messaging is about more than just listing features or benefits. It’s about showing your audience exactly how your product or service will improve their lives. Every piece of communication should clearly answer the user’s underlying question: “What’s in it for me?”

Key Questions to Guide Your Messaging

As you develop your messaging, ask yourself the following questions to ensure you’re staying focused on the user’s needs:

1. Who is my specific audience for this product or service?

Be as specific as possible when defining your audience. The more narrowly you define your target audience, the easier it is to understand their specific needs and values. This precision allows you to create messaging that speaks directly to them, making it more likely to resonate and drive action. For more insights, refer to the Clear Audience section of your strategy.

2. What problem is my audience looking to solve by using my product or service?

Identify the core problem your audience is trying to solve and highlight how your product or service addresses this issue quickly and clearly. Users should immediately understand how you can make their lives easier. This could mean saving them time, reducing their stress, or offering a solution that outperforms what they’re currently using.

3. What medium of messaging will be most approachable and helpful to my users?

Consider how your audience prefers to receive information. Is it through text descriptions, videos, infographics, or something else? Different mediums can be more effective depending on the context and the preferences of your audience. Choose the medium that best conveys your message in a way that is clear, engaging, and accessible.

4. Am I respecting my user’s time?

Your messaging should be concise and to the point. Respect your user’s time by minimizing the effort they need to invest in understanding your message. Avoid jargon or complex explanations that might require extra effort to decipher. The easier it is for users to grasp your message, the more likely they are to engage with it.

5. What burdens, costs, and limitations does my user have, and how can my product or service solve for those?

Understanding the challenges your audience faces – whether financial, logistical, or emotional – is crucial. If they’re already using a product or service to address these challenges, consider how your offering can do it better. Highlight the unique benefits of your product or service and clearly communicate how you solve their problems more effectively than your competitors.

Communicating Value Effectively

To communicate value effectively, you need to not only identify what your audience values but also convey how you can meet those needs better than anyone else. This means understanding your competitors and positioning your product or service in a way that differentiates you in the market.

When done correctly, value-driven messaging answers the “What’s in it for me?” question in a way that feels both personal and persuasive, leading to stronger connections with your audience and, ultimately, better results for your business.

For further reading on how to sell design solutions effectively, you might find this resource helpful: Smashing Magazine.

One of the most powerful tools in your marketing arsenal is value-driven messaging. But what exactly is value-driven messaging, and why does it matter?

What is Value-Driven Messaging?

Value-driven messaging is a communication approach that emphasizes the benefits or outcomes of a product or service rather than merely listing its features. While features describe what a product is, customers are more interested in what a product can do for them. It’s your job to take those features and translate them into the met needs and solutions that resonate with your audience. This shift from focusing on the product itself to focusing on the customer’s needs is what makes value-driven messaging so impactful.

Why Value-Driven Messaging Matters

The speed and clarity with which customers understand what you’re offering can be the deciding factor between them choosing to do business with you or leaving to find what they’re after elsewhere. Here’s why value-driven messaging is so important:

1. Clear, Tailored Messaging Drives Conversions

When your messaging is clear and directly addresses the customer’s needs, it can be the difference between securing a conversion and watching potential customers leave for a competitor’s site. Customers are more likely to engage with a message that speaks directly to them and offers a clear solution to their problem.

2. Avoid Complex Jargon

Using simple, customer-friendly language in your messaging not only makes it easier for your audience to understand what you’re offering but also improves your visibility in search engines. When your messaging uses the same language as your customers, they’re much more likely to find their way to your website through search engines (Source: https://www.nngroup.com/articles/user-centric-language/). Avoiding industry jargon and focusing on straightforward, accessible language helps ensure that your message is both understood and easily found.

3. Building Brand Loyalty Through Effective Messaging

Clear and effective messaging doesn’t just convert one-time visitors into customers – it also builds brand loyalty. When customers feel that your brand understands and addresses their needs, they’re more likely to return and recommend your products or services to others. Consistent, value-driven messaging helps establish this trust and loyalty over time (Source: https://www.nngroup.com/articles/user-centric-language/).

4. Personable and Accessible Communication

Using direct, conversational language that speaks to the customer can make your brand feel more personable and accessible. For instance, speaking to your customer using “you” and “we” rather than distant, corporate language fosters a sense of connection and makes your messaging more relatable. For more insights on this approach, refer to the You vs Our section of your strategy.

Conclusion

Value-driven messaging is all about shifting the focus from what your product is to what it can do for your customer. By communicating the benefits and outcomes that matter most to your audience, you can create more engaging, effective messaging that drives conversions, builds loyalty, and ultimately sets your brand apart from the competition.

One of the most critical factors for successful digital experiences is a clear understanding of your audience. Your audience comprises the individuals or groups who are giving (or are likely to give) attention to whatever you are creating or selling. Knowing exactly who these people are and what they need allows you to tailor your messaging, design, and overall approach to resonate deeply with them.

What is an Audience in This Context?

When we talk about an audience in the context of web design and marketing, we’re referring to the specific groups of people who interact with your content, products, or services. These are the individuals who are actively seeking solutions, information, or experiences that align with what you offer. Understanding who they are is the first step toward effectively communicating with them.

Why Audience Matters

Understanding your audience is fundamental to serving and advocating for them. Businesses that succeed are those that listen to their audience, anticipate their needs, and respond with empathy. According to research by the Nielsen Norman Group, empathy mapping is a valuable tool for understanding users’ needs and behaviors, which can significantly influence design decisions (Source: https://www.nngroup.com/articles/empathy-mapping/).

Users and customers will consistently choose businesses that they feel listen to and advocate for them over companies that appear to dictate or exploit. Therefore, businesses that understand how to leverage tools in pursuit of audience advocacy will have a significant competitive edge. This audience-centric approach impacts nearly every design decision you make for your website, including:

• The features you offer
• Pricing strategies
• Visual presentation
• Navigation structure
• Content creation
• Advertising strategies and where to drive traffic

A clear understanding of your audience guides these decisions, ensuring that your site not only meets but exceeds user expectations (Source: https://wiredimpact.com/blog/knowing-audience-impacts-website/).

How to Identify Your Audience

To create content and experiences that resonate, you must first identify who your audience is. Here’s how you can go about it:

1. Clarify Your Offering: Understand exactly what you are offering, then brainstorm who is likely to be interested in that offering. The more specific you can be, the better.
2. Choose a Specific Audience: Always aim for specificity. As the saying goes, “When you write for everyone, you write for no one” (Source: https://www.nngroup.com/articles/plain-language-experts/). Defining your audience narrowly allows you to craft more effective, targeted messaging.
3. Conduct Thorough Research: Use various tools and methods to gather data about your audience, including:
   • Heat and scroll maps
   • User interviews
   • Website analytics
   • Surveys (Source: Nick Disabato, Store Design)
   • Direct observation and testing with representative participants
   • Empathy mapping (Source: https://www.nngroup.com/articles/empathy-mapping/)
   • Creating personas to better conceptualize your audience research (Source: https://www.nngroup.com/articles/persona/)

What to Do Once You’ve Identified Your Audience

Once you have a clear picture of who your audience is, the next step is to put that knowledge into action:

1. Practice Empathy: Focus on what your audience truly needs and direct your energy toward meeting those needs in innovative ways.
2. Clarify Your Intent: Be clear about what you want to achieve with your audience. Are you aiming to educate, inform, sell, or offer tools? This clarity will guide your design and content decisions.
3. Make Informed Design Decisions: Base your design choices – whether in writing, graphics, or interface – on your audience’s characteristics and preferences. For example:
   • Avoid technical jargon with a general audience.
   • Don’t oversimplify content for an audience with advanced knowledge of the topic.
4. Consistency is Key: Once you’ve made these decisions, apply them consistently across all levels of your messaging. Consistency in design and messaging builds trust and familiarity.
5. Keep It Simple: Good design is simple, concise, and clear. Your audience should be able to find what they’re looking for quickly and easily. Complexity only creates barriers to engagement.
6. Monitor Audience Shifts: Regularly track changes in your audience demographics and participation. Set up systems to monitor these shifts consistently, and be ready to adjust your design approach as needed to accommodate new audience needs and interests.

Tips for Successfully Targeting Your Audience

• Simplicity and Clarity: Always keep your language and design elements simple, concise, and clear.
• Use Narrative and Storytelling: Storytelling can be a powerful tool to clarify your message, increase stakeholder buy-in, and identify common goals and language (Source: https://www.nngroup.com/articles/persuasive-storytelling/). Narrative can help contextualize and exemplify raw data, making it more meaningful and relatable for your audience.

By focusing on these strategies, you’ll not only reach your audience more effectively but also foster a deeper connection with them, ultimately driving better engagement and results for your business.