The Secret Power of Clear Instructions

This is Money!

For the Billion Dollar Art Gallery, an innovative art gallery converting ubiquitous black screens to visually-rich displays, every product return is profit drain: a lost customer, return shipping costs, and often an unsellable product. BDAG contacted Thinkfeelrespond to revise packaging for updated appeal and reduced returns. Original use instructions are shown here:

Enlarged above, but actually about the size of a pack of chewing gum, these instructions confused enough buyers to generate unacceptably-high returns.
     Our revised version below used bulleted steps and a bolder url.

Borrowing a page from the Jeep® playbook

Working for the Jeep Brand at a previous agency job, I discovered a similar barrier to purchases in a branded merchandise catalog. A 5-panel fold out order form seemed much too complicated for a direct mail order, so I reduced it to a single panel. In one issue, sales went up 300%. Since design changes were made throughout the catalog, it’s difficult to say how much of that was due to the form—but I would bet that at least half of the increase was due to reduced purchase barriers.

Executive Summary

As insignificant as forms and instructions may appear, they’re directly related to very important factors like customer ratings, product returns, and positive reviews. Don’t overlook the value of clear instructions to the success of your product or brand.

Call or Text to discuss your website or communications questions: (313) 723-4023