In our third blog on conversion centered design, we are focusing on principle three, clarity. Clarity simply means that the idea or element is clear and coherent. Easy right? Because no one has ever seen a confusing landing page! Unfortunately, there’s a lot of confusion and ambiguity in many landing pages, and it’s simply killing conversions.

Your message must be clear to boost conversions

Each landing page needs to have a clear proposition. This is specific. It’s not the value proposition for your entire brand, it’s what do you want users to do on this page: provide you their email, follow you on social media or sign-up for a webinar.

Consider the placement of information

In your effort to be clear, you must consider the hierarchy of the copy. Not only the placement (I.e. Headers, subheaders and body) but also the effects of the font (bold, colors, italics). Whatever your offer is it needs to be clear from the headline. If you offer is an eBook then a header like, Read our eBook, is much clearer than a headline about what you do. You are not trying to sell them something on the landing page; you want them to read the eBook!

Resist trendy language

Clarity can also be skewed by attempts to be latch on to trendy phrases or jargon. Neither will serve you well. Then you are just a gimmick. Remaining in line with clarity helps you rid your content and design of extraneous elements that could be confusing users.

Have thoughts on clarity? We’d love to hear them. We also suggest reading this post from Unbounce. You can also learn more about conversion centered design by reading our other blogs in this series, covering attention and context.