Empathetically Removing Hesitation

We all know about removing customer doubt. But we don't all always approach it from the customer's perspective—often instead thinking from the brand manager's perspective.

Keep in mind the many forms and sources of user doubt, and understand that even moments of hesitation or confusion can terminate a user's visit or their patience.

"What is this thing?"

"Is this for real?"

"Will this shirt fit me?"

"Something seems off. Are they lying?"

"Is this legal in my state?"

"How do I find out if...."

"Ah, why can't I just...."

Also keep in mind that users are not being paid to visit your website. Time and safe space has not been carved. Your website does not relieve users' other responsibilities and sources of stress or watch their kids while they browse. In fact, their kid probably just spilled some soup. And so we need to make the website as easy and pleasant as possible for a chance at submission of payment details. Something unnecessarily confusing can and will make some users enraged. It's understandable. We all hate annoying websites, and these users have already committed some time to arrive here and browse.

These users also didn't build the website, aren't familiar with it, and don't see it every day. They also don't usually care or want to use a 'cute' way a brand did their thing a little different from everyone else. Because they have better things to do than to figure our something slightly confusing before making a purchase and getting back to their life. If we're talking about a revolutionary business model, then cool, stick with it if you believe in it. If we're talking about inventing a new apparel sizing system just to be different, you can skip that idea and use the regular sizing system.

This is in the interest of higher purchase levels. We need to be really good at looking through the perspective of the user.