What do Game of Thrones and the vast majority of landing pages have in common?
Without seeing a “Previously on Game of Thrones” recap (complete with beheadings, baby-stealing white-bearded giant folk, fashionable incest, and the word Stark), you’d have absolutely no clue what’s going on.
Similarly, if someone lands on a page and the scannable headlines, imagery and subheads don’t communicate effectively – in a succinct and clear manner – you’ll be left wondering why you clicked on the link that brought you there, and again,
That’s a problem.
We should NOT be designing experiences that confuse potential customers. And yet, virtually everyone does.
What’s the solution?
To be clear… Pause for effect. #ChucklesToSelf
There’s an invisible un-clarity counter that sits in everyone’s brain, ticking quietly upward whenever we see a word or phrase that makes us reflect on its meaning.
Every time you disrespect your visitors with a page highlight (something that stands out visually to the scanning eye), that’s confusing or unclear, you increase the count.
And every increase in that count reduces the likelihood that the visitor will convert.
Today, I’m basing my commentary of these landing pages around the Conversion Centered Design principle of Clarity, or lack thereof.
Let the judgement begin! …
Read the full article here: 29 Landing Page Reviews That Show Why Clarity is the Key to Conversion | Unbounce.