Even when your visitors are just one click away from buying, they may still have some last minute fears, uncertainties and doubts (FUD’s). You should take away these doubts as much as possible.
They could be the last thing that’s holding your customer back. The best way to do this depends on your product, but there are some tricks that work well across the board.
A great way to do this is showing a bullet point list with ‘what happens next’, describing the things people can expect when they click on the final call to action.
Another way to do this is by reminding your visitors why they initially wanted to make a purchase in the first place. Take three of your key selling points, and put them in a neat little list immediately under the final call-to-action. This way, customers will be reminded of the problems they’re having and how your product can solve that, and that will take their attention away from any doubts they may have.
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All tips are meant as inspiration and I recommend split-testing them; they might not work for your site' audience. Done&Tested is curated by Gijs Wierda, a freelance CRO specialist.