The Grunt Test: The 5-Second Website Test To Ensure Clarity And Remove Jargon

Are your website visitors not converting to customers? The StoryBrand Grunt Test, a simple yet effective tool, can help you uncover potential clarity issues before they impact your conversions.

 

Many brands build websites, and their visitors stay visitors – leaving without buying anything.

 

They very rarely turn into customers.

 

This is because they don’t understand what is being sold or offered. They are confused by your message and are not compelled to take the next step.

 

When visitors click on your page, you have 5 seconds to capture their attention and convert them to customers.

 

The Grunt Test offers a quick and easy way to assess whether your website’s message is clear and concise.

 

The heading (the first section of your website that shows without scrolling) needs to answer three simple questions: What is being offered, why should I (your customer) care, and what is the next step?

 

You want to aim for a basic understanding of your brand and its value proposition through a simple “grunt” of acknowledgement, the Grunt Test can be a valuable tool for uncovering potential clarity issues.

 

A confused or blank stare indicates a communication breakdown, a lack of understanding, and the visitor clicking out of your website.

 

The StoryBrand Grunt Test guides you to remove jargon, communicate a clear value proposition, and push you to create visually engaging content.

 

Clarity Through Simplicity

 

Imagine this: you’ve meticulously crafted your website, confident it clearly communicates your brand and value proposition.

 

But there are no conversions, and your message is losing potential customers. What happened?

 

Three possible reasons are that your message isn’t as clear as you thought, you haven’t told visitors why they should care, or guided them to the next step.

 

These 3 questions are the core of the Grunt Test.

 

Answering The 3 StoryBrand Grunt Test Questions

 

The StoryBrand Grunt Test questions give you a clear yes or no answer regarding whether your customers understand your website message.

 

Here’s how it works:

 

Briefly show someone only the header section of your website for 5 seconds and then ask them three key questions:

 

• What is it that you offer?

 

Can your website visitors immediately grasp the core product or service you provide? Your customers should know exactly what you offer.

 

• Why should I care about your offer?

 

Does your header effectively communicate your business’s value proposition and benefits? Make sure it talks about the problem your product or offer solves for them.

 

• What do I do next?

 

Is there a clear call to action on your website that guides visitors to the next step in their journey? Your call to action button should be front and center AND in the top right corner.

 

A successful “grunt” of acknowledgement for all three questions indicates a clear and concise message.

 

However, a confused expression or an inability to answer these Grunt Test questions points to potential issues in your website’s communication.

 

Understanding the Human Need for Simplicity

 

The ‘grunt’ answer of the Grunt Test questions comes from the imagining that if a ‘caveman’ looks at your website, can they ‘grunt’ the answer to all three questions?

 

This is because their brains are wired for survival and efficiency, constantly filtering out unnecessary information; which STILL remains true for your customers.

 

However, your customers are constantly being bombarded with countless marketing messages, and with attention spans becoming shorter than ever, your message needs to be grasped within seconds.

 

The Shoes of Your Customers

 

Your customer’s brains are naturally drawn to clear, concise messages that resonate with their needs. Websites overloaded with noise and confusion simply get filtered out.

 

As a business owner or marketer, you might have spent a lot of time creating your website’s message, and it might feel clear and compelling to you. But what about your customers?

 

Because it’s your site and your brand, of course, you know what you do, why it’s great, and what the next step is (or should be).

 

But the Grunt Test reminds us to see our website through the eyes of a potential customer.

 

• Do they understand what you do and how you can help them?

 

• Are you making them think too much, wasting too many brain calories?

 

• Is the next step clearly visible in the middle of your screen?

 

A simple ‘grunted’ answer may seem too simple, but when it comes from customers who want to conserve brain energy, it’s the most important sound you want to hear.

 

Beyond the “Grunt”

 

The Grunt Test is the first step in achieving website clarity.

 

While a correctly “grunted” answer to the Grunt Test questions shows that your customer understands what you offer, it doesn’t reveal the whole story, and it doesn’t guarantee that they will buy.

 

You may give them a clearly understood message, but:

 

• Is it written in a way that makes them want to take the next step?

 

• Did your website spark a flicker of interest?

 

• Did it evoke the right emotions?

 

• Does it truly resonate with your target audience’s needs?

 

Imagine the “grunt” as a yes or no answer on a multiple-choice test. You know they have understood the question, but it doesn’t tell you what they understood and why.

 

To build upon the foundation laid by the Grunt Test and to make sure your message isn’t lost, you can do the following:

 

• Follow-up Interviews

 

After the initial “grunt,” conduct brief follow-up interviews with test subjects.

 

Ask them “how” they interpreted the header and “why” they interpreted it a certain way.

 

What specific elements were confusing? What information were they looking for but couldn’t find?

 

These detailed responses provide a nuanced understanding of their thought process, uncovering potential areas for improvement and what you did well.

 

• A/B Testing

 

Use the Grunt Test findings to form A/B testing of different website header variations.

 

Did a clearer value proposition worded differently convert visitors into customers? Or did a strong visual with a more engaging image lead to a more positive “grunt” response?

 

And, more importantly, what seems to have created a higher click-through rate or conversion?

 

A/B testing allows you to refine your message based on real-world user behavior. It goes beyond the initial “yes” or “no” of the Grunt Test and optimizes your site for the desired actions.

 

• Heatmaps

 

Employ heatmaps to analyze user behavior beyond the initial test. Heatmaps show where your visitors’ mouse moves the most.

 

Where are users focusing their attention? Are they trying to read the message on the header? Does their mouse drift and not seem to focus on one spot?

 

Are there areas causing confusion or a lack of engagement, indicated by a complete lack of focus on those elements?

 

Heatmaps provide valuable visual insights into how users interact with your website header, helping you identify potential roadblocks to clarity that a simple “grunt” wouldn’t expose.

 

By combining the Grunt Test with these advanced techniques, you move beyond a basic understanding to a deeper level of website clarity.

 

This comprehensive data empowers you to make informed decisions about optimizing your website for improved communication, user experience, and conversions.

 

The next step

 

While the Grunt Test will help you create a compelling heading section on your website, you need to make sure your entire website speaks to your customers. The Grunt Test only ensures they stay on your site.

 

The next step to creating a website that converts visitors to customers is creating a client avatar (or buyer persona) and using the StoryBrand Framework to create a clearly written website.

 

The StoryBrand Framework is the foundation and expansion of the StoryBrand Grunt Test. It helps you create a consistent message across all platforms.

 

Pairing this with the creation of a client avatar means you can then create messaging that speaks directly to your target audience.

 

Don’t settle for a website that speaks in riddles. The Grunt Test is your key to unlocking clear communication.

 

By implementing this simple yet powerful tool, you can ensure your website delivers a message that resonates with visitors.

 

Remember, website clarity isn’t just about a “grunt” of understanding; it’s about sparking interest, building trust, and guiding visitors on a journey towards conversion.

 

So, use the StoryBrand Grunt Test and watch your website transform from a cryptic puzzle into a powerful communication tool.

 

Or, if you want expert advice and guidance to create a website that draws in customers, clearly conveys your message, and drives sales, schedule a call with our StoryBrand experts today.