The Internet is a busy place and full of distractions to derail your customers from keeping focus and following through with intentions to convert. In fact, with the bombardment of products, marketing messages, content and ads, the world wide web can be quite a daunting place.
For your audience to be focused, your message and delivery need to be focused. You want your website to give your audience options but at the same time to be a haven of simplicity and clarity that will keep the user engaged on your site.
In 2012, Corporate Executive Board conducted multiple worldwide surveys and interviews of more than 7,000 consumers, hundreds of marketing executives and other experts and determined that the main driving factor in what they called “customer stickiness” is decision simplicity. (Customer stickiness involves follow through on an intended purchase, repeat purchases and recommendations to others ).
In the study, they established a “decision simplicity index” for websites to gauge how easy it is for consumers to navigate, get information and make the purchase-decision journey. They found that brands that scored in the top quarter of the study were 86% more likely than those in the bottom quarter to be purchased by the consumers considering them!