Poor connections between the customer message and call-to-action (CTAs) causes confusion and costs conversion. Many times, the cause is simply a disconnect between those writing the message, and those implementing the messaging.
In the example below, we see not only an overly confusing message, but that the CTAs are not related. What questions are the YES and NO answering?
The emphasis on the user's point of view helps prevent simple conversion killers like this, and helps users complete the required tasks.
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