Have you ever been to a Swiss chocolate and candy shop?
There are literally a gazillion brands to choose from (Lindt, Teuscher, Favarger, Sprüngli, Frey) and each one has a gazillion flavors (milk chocolate, hazelnut, cherry liquor, mint, coconut, dark, white…).
So, what happens next? You end up not knowing what to buy, right? When the choices get overwhelming you end up purchasing a “boring” flavor such as milk chocolate.
The same is true online. When visitors come to your website and you give them too many options aka ask for too much information, your conversion rates will go down. Too many choices isn’t just something that overwhelms and paralyzes people in a chocolate and candy shop. It paralyzes people who visit your website too.
To better understand how loads of choices on your website can harm conversions, Neil Patel and his team at QuickSprout have created an interesting infographic — included are valuable marketing strategies that will help you increase your conversion rates.
Three Key Insights
1. By reducing the number of contact fields in your opt-in form from 6 to 3, you can increase conversion rates by 66% on average.
2. The Jam Experiment: the smaller set of options bought in less people than the larger one (60% vs. 40% stopped to taste jam) but it resulted in 600% more sales.
3. Give your customers up to a maximum of 6 options to choose from. Even Amazon shows up to a maximum of 6 products in their “customers who bought this also bought” section.
What’s your take on this topic?
The jam experiment was eye-opening to me. It confirmed what I already knew from the beverage industry. In most cases, the top six flavors generate +80% of the revenues. Everything else is a nice add on and keeps innovation moving forward.
If you want to know how many options to give your visitors, make sure you split test. Often times the lower number yields the best results. My recommendation: stop guessing; do an A/B test.
So, what other strategies do you use to boost your conversion rates?