When you’re selling multiple products or products that come in variations, it’s critical to reduce confusion by highlighting the differences between what you’re offering. Gateway is a computer brand that has faded away with time. I tumbled upon their website earlier and it does such a terrible job at communicating what they are offering that it says nothing at all to a consumer. Consumers are smarter and have a bullshit-o-meter that is set to hypersensitive.
In the video below, I walk through why their current site is terrible and compare it with a competitor’s website that clearly highlights the difference between it’s products so that a potential customer can make a decision, instead of clicking away due to frustration and confusion.