During the persona creation process, you should consider what motivates a prospect to make a purchase or sign up for a service. More importantly, you should consider what would stop a prospect from moving forward with a conversion. What concerns are visitors fueled with upon entering the site?
Visitors can experience different FUDs as they move through a site. A visitor’s initial concerns when entering a site can be either alleviated or aggravated as the buying process continues. Every visitor will experience a certain amount of friction, but you can reduce these concerns significantly. Anything that causes a visitor unease, anger, frustration, annoyance, or confusion results in another lost conversion.
Dealing with FUDs requires countering the objections users have throughout the buying experience and dealing with elements that cause friction and anxieties. As we discussed in Chapter 4, building trust first requires building confidence. FUDs are the elements throughout the site that can build anxiety and destroy confidence. Figure 6-1 is an overview of the “circle of trust.”
Figure 6-1. Circle of trust