Focus on specifics

Uncertainty doesn’t sell.

Unless it’s the core value proposition—like, say, you’re producing a mystery box office hit. Or you’re a casino owner.

But in most industries and markets, you want to provide comprehensive product specifications, pricing, and features—all to eliminate any uncertainty.

Take a look at Amazon, for example. Their product pages are on-point.

Not only do they contain all the necessary specifications and features—you also get an accurate calculation of your shipping fees and total fees… making the decision easier.

So when you’re trying to improve conversion rates, remember—those little details can make all the difference.

Reduce risks to zero—or close to it

Remember, even the slightest sense of uncertainty can push your customers away from you and toward more familiar alternatives.

So the best way to mitigate ambiguity is to minimize risk.

Take Zappos, for example. They understood early on that people hesitate to buy shoes online because of fit and comfort concerns.

So, they offered an exceptional return policy: Free returns, no questions asked, for up to a year.

This eliminated a key risk and made customers feel confident in their purchases, which helped Zappos grow into a billion-dollar business.

Here’s how you can replicate this and other customer-first strategies of risk avoidance:

• Offer free trials, consultations, or returns—depending on what you’re selling.
• Display transparent customer reviews, especially those that highlight the downsides of your product.
• Deliver detailed timelines and expectations.
• Provide responsive and effective customer support.

All this will help your customers reduce the perceived risk of trying out something new.

Ramp up your content machine

Nowadays, your customers want to make quick and effortless decisions.

How can you help?

Build up their knowledge of your brand in advance so when you offer them a choice—for example, via a highly-targeted ad—they already have their mind set on buying.

The best way to do this is by clever content marketing. Drip feed relevant, specific information about your product through multiple channels to help your customers understand your products better.

Many brands dedicate a good portion of their marketing budgets to educational content.

For example, a brand called Waterbox Aquariums sells—you’ve guessed it—aquariums.

And it has a channel dedicated to the hobby where it answers questions, hosts experts, and occasionally pitches its products:

This is even more important if you’re a new brand. New products and companies face greater challenges exactly due to the ambiguity effect.