Killing Sales Thru Choice Paralysis
We’ve all been tempted by wanting to show a new prospect everything about our business in order to woo them. We want to show them our value add, experience, breadth of knowledge, all the cool stuff we do, and the problems we solve. But the problem is… it’s too much to filter in one sitting. The same goes for online sales and your company’s website or an ad’s landing page.
In his 2004 book The Paradox of Choice: Why More Is Less, American psychologist Barry Schwartz brilliantly argues that eliminating consumer choice can greatly reduce anxiety for shoppers. For online sales, we have the opportunity to serve up an ad or landing page that focuses on the simple question: “what do they want?” When you give it to them simply, the chances of a prospect choosing to close the sale dramatically increases (shown through your conversion rate).
Take Away: The more choices a person is presented with, the harder it is for them to choose. Instead of showing an array of options, focus on the customer need and then give it to them. Serve up the solution to a problem clearly and concisely.
Driven to Distraction – Simplicity Sells!
It’s a myth that people can multitask. Short of chewing gum while walking, people can’t actually do two things simultaneously. They end up giving less attention to both tasks and the quality of the interaction suffers. Effective design for online sales allows people to focus on the task at hand without having their attention diverted. White space actually helps the eye, giving emphasis to the area you want to draw attention. Noisy and ‘fussy’ designs may look great when presenting the annual report to shareholders, but it can actually make the user’s experience more difficult. As a result your online sales conversion rates will suffer.
Make the path to taking action on your site easy to spot and easy to follow. Avoid interruptions or operational roadblocks of any kind. Visitors should find completing a task quick and easy, or you’ll risk abandonment when the steps are confusing, arduous or time-consuming.
Take Away: Keep your design simple and the online sales process intentional and obvious. Too much eye candy will make them wander away from closing the sale.
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How can we help?
Launching a PPC campagin and need to design your landing pages? Or, are you revamping your site’s calls to action so you convert more visitors into paying customers?
We are the spectrum group, and we offer strategic and tactical consulting so you can monetize your online presence. Call us for a complimentary 30-minute consultation to discuss your website’s user experience and translate that into sales.