Your website sucks because it doesn't tell me what I'm getting
There’s this TikTok of a guy trying to trade a “mystery box” for a $6.50 video game at a pawn shop. The shop owner says no - “can’t run a business on a gamble.”
Spoiler alert, there’s $500 in the box.
But the shop owner’s right - it doesn’t make sense to accept an unspecified offer from someone you don’t know.
So as much as I might want to sign up for this champagne delivery box:
… I’m not going to click Add to Cart without knowing the details. How much wine is in the mystery box? The page doesn’t say.
I might be persuaded to sign up for this playbooks-as-a-service platform:
… but when I click “Try free” here’s what I see:
This product has different plans and pricing tiers - which one am I getting for the 7-day trial? What happens after the trial ends? What’s in the mystery box?
Here's what you can do
If you have an ecommerce website, make sure you include thorough product details for everything in your store.
If you have a SaaS product with a free trial, make sure you tell visitors what plan they’re trialing, and what happens after the trial is over.
Either way, consider adding a small, unobtrusive popup to key internal pages on your site. Just ask one question: What’s missing from this page?
After a few weeks, if you’ve left out any essential information, some kind hearted soul will take the time to type it into the popup.
There are so many reasons for losing conversions on your website, and lots of them are out of your control. Don’t let “🤷♂️ I dunno what yer selling” be one of them.