Why Clear and Consistent Messaging is Crucial for Ecommerce Success

One of the most common challenges ecommerce stores face is not being able to effectively communicate their value to customers. The issue isn’t usually with the product or service itself, but with how it's presented. Over the years, I’ve worked with several businesses that struggle with one main issue: messaging. Whether it’s an unclear value proposition or a convoluted explanation of products, poor messaging leads to missed opportunities, confused customers, and ultimately, lost sales.

This is especially true when companies fail to focus on the one thing that should drive their marketing efforts: the customer. When messaging is inconsistent or complicated, it becomes difficult for customers to understand how a product or service will solve their problems. The message becomes more about the company, its features, and its values, rather than the customer’s pain points and how the company can alleviate them.

The Root of the Problem

The core issue lies in not simplifying the messaging enough for the customer. Many companies focus on the wrong aspects of their offering, such as their features or behind-the-scenes processes, and forget to highlight the most important thing: what’s in it for the customer. A product can have amazing features, but if the customer doesn’t understand how it will improve their life or solve a specific problem, they’re likely to move on to the next option.

Through my work with different clients, I've noticed that many businesses fall into the trap of talking about themselves rather than focusing on the customer’s story. For example, one client I worked with had a great product, but their messaging was centred around all the intricate features of the product, which only confused their customers. The client didn’t realise that the features were irrelevant until they could first make the customer feel heard and understood.

Another client, an ecommerce store that sold high-end skincare products, tried to convey that their products were “luxurious” and “exclusive,” but this didn’t resonate with the customer’s need for solutions to their skin issues. Instead of explaining how the product would help reduce signs of ageing or improve skin texture, the messaging was more about prestige, leaving many potential customers unsure of whether the product would even work for them.

This is a common pitfall. Companies often struggle to step out of their own shoes and think from the customer’s perspective.

Simplifying the Messaging

One of the keys to improving marketing messaging is simplicity. I’ve seen time and time again that the businesses that succeed in their messaging are the ones that keep it simple and customer-focused. Customers don’t want to sift through jargon, long lists of features, or vague claims. They want to know, in a few short seconds, what’s in it for them.

The Power of the Clear Problem-Solution Framework

A great way to begin simplifying your messaging is by using a straightforward problem-solution framework. Instead of listing out features or focusing on the company’s journey, lead with the customer’s problem and show them how your product or service will help solve it. Think of it as a story, where your customer is the hero, and your product is the trusted guide helping them overcome obstacles.

For example, a business selling home cleaning products might start their messaging with something like:

"Tired of spending hours scrubbing? Our all-natural cleaner makes cleaning faster, easier, and more effective."

This simple messaging focuses on the problem (spending hours cleaning) and provides the solution (a faster, easier cleaner). It’s clear, concise, and speaks directly to the customer’s pain point.

If you focus on clearly defining your customers' problems and the solutions you provide, you’ll quickly see better engagement.

Example of Clients Struggling with Messaging

Let’s take a hypothetical client in the food delivery industry. This business was focused on how they sourced ingredients and how fresh their products were. Their messaging was all about “sustainable sourcing” and “hand-picked ingredients,” but it wasn’t resonating with customers who were looking for convenience and time savings. In the messaging, the customer was left wondering: “How does this benefit me, and why does it matter to me?”

By simply refocusing the messaging to address the customer’s primary concern—getting a meal quickly that’s also healthy—they could improve their results. A better message could be:

"Healthy meals delivered fast—so you can save time and eat well, without the hassle."

This messaging focuses on the customer’s need (saving time) and the solution (healthy meals delivered fast).

Exercises to Improve Your Marketing Messaging

Improving your messaging isn’t just about shifting your focus. It also involves digging deeper into your customers’ pain points and motivations. Here are some exercises that can help you clarify and improve your marketing messaging:

1. Create a Customer Persona

The first step in improving your messaging is understanding your customer. Create a detailed customer persona that goes beyond demographics. Ask yourself:

What are the top 3 problems your customer is facing?
What solution does your product provide to those problems?
How does your product make their life easier, better, or more enjoyable?

When you truly understand your customer, you’ll be able to tailor your messaging to directly address their needs.

2. Craft a Clear Elevator Pitch

An elevator pitch is a simple, concise statement that explains what your business does and how it benefits the customer. Your elevator pitch should be short enough to say in under 30 seconds but clear enough that the customer knows exactly what problem you solve. Test your elevator pitch with friends or colleagues to see if it resonates.

For example:

“We help busy professionals eat healthy by delivering fresh, ready-to-eat meals to their door every week.”

This pitch gets straight to the point, highlighting the problem (lack of time for healthy meals) and the solution (delivered meals).

3. Run Messaging A/B Tests

A/B testing is essential for refining your messaging. Test different variations of your messaging and see which one resonates best with your audience. You could test:

Headlines on your homepage or email campaigns.
Call-to-action phrases (e.g., "Start saving now" vs "Get started today").
The language used to describe your product (e.g., "Convenient" vs "Fast" or "Efficient").

Small tweaks in wording can lead to significant differences in conversion rates.

4. Customer Interviews and Surveys

The best way to understand how your messaging is perceived is to ask your customers directly. Use surveys or conduct interviews to learn what words, phrases, and benefits matter most to them. Ask questions like:

What made you choose our product over others?
What problem were you trying to solve when you found our product?
How does our product improve your daily life?

These insights will help you align your messaging with the customer’s perspective, not your own.

Conclusion

Inconsistent or unclear messaging is one of the biggest hurdles many companies face, especially in ecommerce. The solution lies in simplifying your messaging and focusing on the customer’s problems and the solutions you provide. By shifting your messaging to be more problem-solution-oriented, you’ll not only attract the right customers but also help them see how your product or service directly addresses their needs.

Whether it’s refining your elevator pitch, conducting customer interviews, or A/B testing your messaging, these exercises will help you communicate more clearly and effectively. Remember, your customer is the hero of the story—your product is simply the guide that helps them overcome their challenges.