A strange thing happens when we have too many choices: often we make no decision at all. Consumer research shows that providing too much choice will reduce sales.
In an often cited example from a psychologist at Columbia University, a display table of jams was setup at a gourmet food shop. On Day 1, six flavors were displayed; on Day 2, 30 different flavors.
Although the display of 30 flavors attracted more attention, shoppers were only one-tenth as likely to make a purchase.
Faced with multiple options – we face paralysis by analysis.
More choice = less sales.
When I’m ask to provide critiques of people’s sites one of the biggest crimes I see is the presence of too many options for a product that is unknown.
When a customer is first being introduced to your product – don’t give them 10 flippin’ options to choose from.
Don’t even give them 2 options! Point them in ONE direction.
MarketingExperiments.com recently discussed the pros and cons of having choice on a website. According to a seminar they gave in October, 2006:
Too many choices fragment a prospect’s attention. In a split test, we simplified from 3 columns to 1, the subscription process from 2 pages to 1, and reducing the number of subscription options from 3 to 2 resulted in conversion rate increasing 42% and revenues more than doubled.
Sorry folks but stop with the flippin options. When I want to buy a Mac Book, I can go to Apples site and see my 3 options upfront.
I know Apple, I trust their name. I worship Steve Jobs. Apple does not have to sell me with copy. At their website – I see my 3 choices and I pick the one I like best.
Apple lays out clearly for me. Their choices are labeled White and Black. Thank you Steve!
But when a customer visits your small business website, don’t present ANY options until they’re further down your sales copy and have learned a thing or two about your product.
When I arrive at a site like “Larry’s Handy Sprunckets” and see 3 links on the top or left menu for the:
- Basic Spruncket
- Advanced Spruncket
- Ultra Spruncket
I turn into one confused consumer. Screw you Larry. Stop wasting my time with all these options and just tell me what a darned Spruncket is!
A better way for a small business to present it’s option is to follow the format we use on this site www.SilvaUltraMindSystem.com.
We’re selling a meditation program. It requires a long piece of copy because it does not have a big brand name.
But once the visitor comes to the end of the copy…they see this:
Each option is labeled clearly.
- If they don’t want to spend money – They get the Book & Audio completely FREE
- If the customer wants a home study course – They get the home study course
- If the customer wants the live seminar – They can go to the live seminar
The description and picture help add meaning. The user is guided into one of 3 paths….AFTER they have read long copy selling on the benefits of learning the Silva System.
Remember – less options will almost always lead to more sales.
Stay simple – limit choices. And keep the visitor moving down a linear path to your sale.
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