Contradictions are Bad

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Photograph by Evan Dennis


At first glance, your customer sets expectations about you. Whether it be your landing page, window or merely shaking your hand; they think they know a lot about you. Anything that contradicts this “knowledge” leads them to distrust you. Distrust is bad; it’s everything that stands in the way of the sale.

You need to find a way to remove these subconscious contradictions. If a luxury store has a “bargain bin” you’re giving off the wrong message. Keep these contradictions at a minimum, and provide a smooth experience for your customer.