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#Clearly frame the value-offering; the long term value of ownership should exceed the cost. | #Clearly frame the value-offering; the long term value of ownership should exceed the cost. | ||
#Display testimonials and other customer stories; some websites use this as a major component of their website, e.g. [http://www.threadless.com/ Threadless]. If you have any data about the potential customer (e.g. demographic), tailor the testimonials to highlight previous customers who are similar to them. | #Display testimonials and other customer stories; some websites use this as a major component of their website, e.g. [http://www.threadless.com/ Threadless]. If you have any data about the potential customer (e.g. demographic), tailor the testimonials to highlight previous customers who are similar to them. | ||
- | #The actual difficulty of the purchase is a User Experience topic, but the ''perceived'' difficulty of purchase (before the user has started the process) can be partly addressed through content: make it clear how quick and simple the procedure is | + | #The actual difficulty of the purchase is a User Experience topic, but the ''perceived'' difficulty of purchase (before the user has started the process) can be partly addressed through content: make it clear how quick and simple the procedure is, using content that is itself quick and easy to read. |
=== Why Use This Pattern === | === Why Use This Pattern === |