Are you confusing your customers? Is it obvious what actions they can take, and more important, which action they should take next?

Our world is full of sequences. We learn the alphabet early on, and every flat pack has step by step instructions. In education we start with the basics and progress via degrees all the way to being a doctor if we stick at it.

People like to be told what to do next, it is comforting and straight forward.

Take a look at a lot of websites though and you see a random collection of buttons, content and gizmos. Rather than one clear next step we have a multitude of options.

Research has shown more options leads to abandonment. We like choices, but not more than a couple. Give us too many and we just get confused, annoyed and leave.

Look at your products too. Have you got dozens of disconnected products and services or is there a clear progression from introductory offer all the way through to premium?

You can hint at the next step by making the button or link visually stand out. What is the biggest button on the page? What can you not miss? Have you placed the most wanted action right next to where they are going to be looking or their mouse will naturally land?

In the content actually spell out the steps. Describe the process and sequence. This allows people to anticipate and not feel cheated or railroaded.

With your products you can find that telling your customers the paths people usually takes encourages follow on purchases and up-sells. In my own consultancy I have considered reducing my service offerings as most clients either start with a consulting call or some writing, regardless of what projects, retainers or partnerships they engage me on later.

As with most marketing approaches, your goal is to get the prospect to take the next step. Just one. But knowing where the path is leading can help reassure your customer to make the first small leap of faith.

Image originally by Mad Paul