The publication compared several studies that examined how an abundance of consumer options can stall decision-making. Take jam, for example: Customers were 10 times more likely to make a purchase if they were choosing among six flavors rather than 24. Analysts were led to the conclusion that the greater the number of options, the more cautious people were when coming to a decision.
With this information, you must ask yourself: What is the most imperative thing I want visitors to do when they visit my page? It might be to fill out a contact form, follow you on Twitter, like your Facebook page, call your business for more information or make a final purchase. However, it should not be all of these things.
The point is, when a visitor arrives at your landing page, if they are faced with too many choices, they may choose not to take any action at all.
Here are a few things to keep in mind when creating your landing page:
- Choose one call to action.
- Keep it short and simple.
- Track site visitors’ response.
- Test the results.
Remember, too many choices can be overwhelming for consumers. Create a landing page with a clear call to action to convert your visitors into customers. View more information on how to accurately track how your landing page is performing here.