Less Choice = Win!
Webpage Goals & Increasing Conversions
There are 285 varieties of cookies in a Supermarket!
Too much choice leads to stress and indecision. Ever find yourself staring at the shelves clueless on what to pick?
We worry about what we might miss (opportunity cost), and we struggle to make decisions in the abundance of choice.
You can make your audience happy by limiting choices on your website, and have one main choice/goal available on each page/section of your website. Tell them exactly where to go next, and let them know it’s the BEST choice.
If you think of each page on your website as having one primary goal then you will be much more effective at engaging your audience.
Google is a great example…
– The ultra clean homepage calls you to search
– The results page calls you to click on the result which gives you the best answer, and tells you what Google thinks the best choice for you is.
There are other options, but they are hidden away, not too many, and just there if you need them.
What can should you do?
Think about each piece of content/page/section you produce for your website as having ONE primary goal that you want to get.
These might be:
– Social Shares
– Join your Fan Page
– Other bloggers/Journalists to link to it (backlinks)
– Email Opt-In
– Build Trust & Loyalty
– Pre-qualified clicks on affiliate/promotional links
– Product purchase
– Recommendations to friends
This doesn’t mean you can’t have smaller secondary aims, but I suggest keeping those to a minimum, and in some cases not having them at all (such as with paid traffic).
The secondary aims on your website should not distract from the main goal, and only be there as an option for them AFTER they complete the first goal, or if they DON’T complete the first goal at all.
Too much choice leads to inaction.
Keep it simple