Giving your customers more choices means fewer conversions


Black Friday and the holiday season are right on top of us. We will be reminded daily of the amazing deals and cool gadgets we need to buy. Honestly it’s one of my favorite shopping times of the year because 1) I love a good deal, and 2) I love cool gadgets. Black Friday is about the only time of the year these two worlds collide. But I tend to hold my hard earned dollars close to my chest and deciding which deal to go after is a difficult, paralyzing proposition. Sometimes I just say “screw it” and walk away.

The same thing happens all the time on the web. Giving your customers too many choices can lead them to making no choice at all. Asking your customers too many questions or giving them too many options can quickly decrease your conversion rate. If you reduce the total number of form fields from 6 to 3 you can improve your conversion rate by 66%.

Your website has a lot of conversions and goals you should be monitoring to help you stay successful. But you need to ask yourself on every page of your site, “What do I want my customers to do on this page?” If there is a link or a button that distracts your customers from that goal, you need to get rid of it. At Sage Lion Media, we are firm believers in this philosophy and have seen it work time and time again.

If you want to see more on the impacts of choices on your conversions check out this cool infographic from QuickSprout.

How Reducing Options Can Increase Your Conversions
Courtesy of: Quick Sprout

About Author

Thanks for making it this far. I hope you found this article helpful. Providing engaging, educational content is the mission of my column here on Angling Trade. I'm also the owner of Sage Lion Media, a design studio that caters to the outdoor industry.

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