The number of choices you offer a user has been proven to dramatically affect the number of leads generated.
When you offer too many choices, you create confusion for the user and cause a paralysis situation so that your visitor can’t make a decision.
You might as well put up a sign that says road closed. Anything that interferes with or delays the action that you want the user to take is going to crush your conversion rate and must be eliminated.
Let’s walk through some tests that have been done both online and offline that prove this out.
The New York Times did a test on consecutive Saturdays in a supermarket. The first Saturday they had a jam sampling station in the store. They offered 24 different flavors of jam.
Out of 100 people, 60% stopped to try some jam. Sounds great, right?
But only 3% of those actually bought some jam.
The next Saturday they offered only 6 flavors of jam. Out of 100 people, 40% stopped by to sample some jam.
But out of that 40%, 30% purchased the jam.
Even though they had a lower sample rate their conversion rate lead to an increase of 600% more jam sales.
Other studies have shown that you will see drops in conversion rates with every field you add to your form.
You also have to be careful about which types of data you ask for. More intrusive data points like phone number and income or birthday can really cross the line for users and send conversion rates plummeting.
Beside your form, you also have to be careful with the number of options you offer for drop down menus and pricing scenarios.
Look to the conversion leaders for a place to start and test from there to find out what works best for you.
Amazon offers 4-6 options when it shows what other customers also purchased when they purchased the item you just purchased.
SaaS leaders 37signals and Netflix both offer 4-5 levels of service and pricing.
So start with those scenarios and always be testing. You’ll be able to identify the best strategy for your business in no time.