Do you offer more than one choice on a sales page?

8 replies
I've got about 20 sites online that I continuously promote and send traffic to... and I've found a pretty interesting thing based on a lot of split run tests.

** The more choices I give my site visitors... for the most part, the less the conversion rate is.

This isn't 100% true all the time, but I'm constantly surprised by how often it happens for me.

For example, some of my sites offer a choice of ebook or ebook/hard copy version.

The ebook only version has always done better, conversion rate wise, for the last 10 years or so.

I've had sites that offer different "levels" of membership and pricing... and sure enough, when I test out just offering one "yearly" membership... the conversions go up.

Over the years, I've come to realize that the more choices you give someone, the less likely it is they will take the one you want them to take.

In other words... more choices will either lead to more procrastination, more confusion, or the chance they won't take any action.

Most of us as marketers tend to think that if we offer more choices and options, the better chance that the prospect will choose at least one.

But most of my testing has proven otherwise.

And I've been really paying attention to my own buying habits lately.

When I'm in a store and there are 10 different choices of something... I often just stand there and wonder which one I should go with.

Yet, when I'm in a wholesale store like Costco, there's usually just one choice.

So it makes my decision a lot easier.

I guess it's worth testing, for those of you who run membership sites, or have ssales letters that offer more than one choice.... it's worth testing out just using one choice and one price point.

Too many options or choices can often lead to NO choosing, in my tests.

Yet, when I offer just one choice/version/price... conversions almost always increase.

I just think more than one choice can bring in confusion or procrastination, at least it does for me, when I'm buying.

Something to test on your sites, I guess...
#choice #offer #page #sales
  • Profile picture of the author Blue Jedi
    "Too many options or choices can often lead to NO choosing, in my tests."
    This is great testing, very valuable, thank you
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  • Profile picture of the author arkina
    I think you are on to something. Too many choices can paralyze people. I make the mistake often myself. I want to offer people everything the could ever want but I think you are right that if only one thing is offered, you do much better. There is a great book about this called "The Paradox of Choice:Why More is Less."
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  • Profile picture of the author Mark Pescetti
    A sales pitch should always lead to one choice.

    If you confuse the issue by adding more choices, it lowers the perceived-value of everything you're selling...

    ...and you end up with little or no conversions.

    Of course, that's the direct response... response. ;-)

    If you're an online store, it's a matter of building your brand.

    But that's a different thread.

    mark
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  • Profile picture of the author John Atkins
    Your test data is not surprising at all. In your salespage it's best to make the reader's mind one-pointed and concentrated on the product.
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  • Profile picture of the author Marketing Fool
    This is the main idea for the major box stores...costco, walmart, etc. They really only offer one or two options for most things. Go to costco, check it out. Want socks. There's one choice. Want chicken patties..one option.

    People don't like choice. It paralyses them. I've seen studies on this, but I can't quote them off the top of my head.
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  • Profile picture of the author WillR
    I think options when used correctly can actually make you sell more. But just having 3 options for the sake of 3 options won't achieve anything. Those extra options should only be added to make one of the options stick out like a sore thumb as the obvious choice.

    There was a good discussion about this the other day:
    http://www.warriorforum.com/main-int...im-income.html

    There have been plenty of studies done (such as the one mentioned in the thread linked to above) that have shown when options were added more sales were made.
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  • Profile picture of the author flovin
    from my experience, too many choices and options will confuse the buyer. Stick to one or two per page.
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  • Profile picture of the author tiroberts
    Great thread, Shawn.

    I agree with you. It's best to seriously limit the choices your visitors have when they hit your website. If you can test and get it down to one main preferred choice, then stick with only offering that ONE option.

    I implement this concept on my blog as well. I have as little options as possible to increase the conversions visitor to subscriber. And I'm even thinking of trimming down the options even more.

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