You see – choosing one toothpaste out of three is straight forward. But picking it out of 12? Now that is more of a challenge. The whole process is difficult and makes people uncomfortable – what if they choose wrong? By the end of the day, they are sat on the sofa with their iPad, watching TV and relaxing after day’s work. And what are they asked to do? Even more work – that’s the last thing they want!
You need to solve their problem
And that means helping them pick the best toothpaste EFFORTLESSLY.
Online customers hesitate when given too many options. They feel trapped and lose confidence in their choices. Some feel like not making a decision at all or even leave the website to shop somewhere else.
Now, it doesn’t mean you have to limit the number of products in your shop. But the way you display them makes a whole lot of difference. Let’s see why it matters.
Barry Schwartz, American psychologist, claims in his book ‘Paradox of Choice – Why Less is More’ that having too many options makes us unhappy and may even lead to misery. According to Dr. Schwartz, “eliminating consumer choices can greatly reduce anxiety for shoppers.”
That also translates to online shopping.
Ecommerce websites have hundreds of products for sale. Then there are shipping options, discount codes, social sharing – one page gets very busy indeed. How does a shop owner give online customers what they need without cluttering the page? According to our Ecommerce Expert, he secret is in good navigation and excellent content strategy.
Now compare Google to Yahoo.
There’s a reason why Google is no.1 search engine and most visited webpage in the world. It has a simple design and one small function: search. In contrast, Yahoo gives us a lot of choice: should we see what’s trending, click on the video feature or check an email account? The search bar is pushed to the side and kind of swamped with too much clutter.
There are many things fighting for our attention, which may cause stress and confusion. With today’s busy online marketplace that’s something we tend to avoid, so the rule ‘less is more’ is more important than ever.
You see, growing number of subscribers doesn’t mean you are going to achieve your financial goals. If it’s a numbers game, keep the form as simple as possible. But if you are looking for quality leads and dedicated members, ask for more information. People will make the effort to share their details if they are serious about your offer.
The order of the fields plays a major role too.
In a recent study, MECLABS Institute discovered that by moving a telephone number field from the first step to the second, the conversion rates of their online form increased by 68%.
That proves that you should keep testing to find what’s working for you and your customers.
Just take a look at the example below.
Finnish hardware store Taloon.com has recently removed all the sharing buttons from their product pages. They realized they were only distracting from main purpose of the page: to make online customers buy.
Did they worry about ‘negative social proof’? Probably, but after a trial period they discovered their conversion rate increased by 11.9%. It turns out the button options were only cluttering the pages and hurting their business.
Ecommerce Expert Conclusion: always test what’s working for your website and monitor the changes until you find the best results.
Now check Forbes website.
They have only two options: Facebook and Twitter. These are also two major social media sites. If someone wanted to share their content on a different platform, they can just click on the ‘Share+’ button – simple and straightforward – resulting in hundreds of clicks.
Which social platform is best?
If you’re not sure which platform to feature, just focus on the ones you’re monitoring, or the ones that bring the most amount of traffic. B2B website will get more shares on Twitter and LinkedIn, while image oriented businesses, like wedding photography or bakery will find more popularity of Instagram and Pinterest. Key is to be brave and always run A/B testing when making the changes.
Remember – stick to a simple rule: have one objective for each page. Anything that distracts from that goal should be removed or muted.
Now it’s your turn
Take a look at your website – is it clean and simple? Or are there too many options that confuse the buyers?
I know you want to tell your online customers of all that you offer, but remember – less is more. The most popular ecommerce websites right now have the simplest designs.
It is often hard to make objective decisions yourself as a business owner, so it’s worth consulting with a friend or hire freelance content writers to make the changes in order to improve your conversion rates.
Remember, be brave and bold with your choices and always run A/B testing to find the best results working for your niche and online customers.
Freelance Content Strategist. Helping brands find a right voice, one story at a time. Passionate about animal onesies, meaningful conversations and well-spoken people
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