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