It's so simple you won't believe it...
Dear ,
So many biz owners think offering more options is a good think because that's what the customer wants. Whether the customer wants it or now is not the point. MORE OPTIONS = LOWER SALES.
From feinternational.com:
Reduce Options
“I’ll need a minute.”
Have you ever been to a restaurant that had such an extensive menu that you became frozen with indecision? Perhaps you’ve been shopping online and there is that many variations of what look like very similar products with different product codes that you’ve just given up. It’s not just you, its psychology at play.
In a study about choice conducted by Sheena Iyengar, shoppers were offered a free sample of jam. One day there was 24 flavors to choose from and 6 on a different day. With more flavors, 20% more people stopped to take a sample. However, only 3% of those people made a purchase.
When only 6 different jams were on offer, 30% of people made a purchase after trying a sample! That’s a huge difference in conversion and a clear indication that less options helps conversions.
This study and subsequent research has implications for your marketing activities. Would reducing options on your sign up form increase conversions? If you had dropdown menus with less options, would it make you website easier to navigate? You need to test this!
Key Takeaway: If you’re unsure how many options to give a customer, start with the minimum amount that you need to complete a sale or gain a sign up. You can add more options later. The important thing is to test and track conversion rates.
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Have a great weekend.
Until next time...
And, remember, K.I.C. (Keep It Coptic).
To read Nader Anise's bio on Wikipedia, go to:
Your friend,
Nader
Founder of the Coptic Chamber
ABOUT NADER ANISE
For the last 30 years, Nader’s talents as a marketing strategist and copywriter have generated hundreds of millions of dollars for himself and his clients. In addition, he is a recognized PR expert, and has been featured in countless media outlets such as: The Wall Street Journal, NBC, CBS, Forbes, Bloomberg and USA Today.
Nader’s storied marketing and sales experience has enabled him to mentor business owners in all types of industries, including: legal, medical, financial, therapeutic, mortgage, investment, wealth, retail, insurance, transportation, pharmaceutical, clothing, restaurant, real estate, education, insurance, construction, internet, telecommunications, manufacturing and many others.
Nader has educated over 25,000 business owners from all around the world on sales and marketing.
To read Nader Anise's bio on Wikipedia, go to:
3 AMAZING FACTS ABOUT NADER ANISE, ESQ.
FACT #1: In 2001, Nader wrote a one page press release that generated over $2,200,000 in free national publicity.
FACT #2: Within four years of starting his law practice, Nader was featured on the cover of Lawyers Weekly USA section B (currently Lawyers USA) and was lauded for his remarkable achievement of building a "thriving law practice... without spending a penny on advertising."
FACT #3: Nader landed on the cover of the Wall Street Journal after sending the editor a cold email with a subject line that consisted of nine words, including, ONE key, riveting word.
(BONUS FACT): Nader wrote a direct mail letter for a small business that created such an overwhelming response, the owner sent Nader a frantic email with the message: "You're killing me with all the new business. We are busting at the seams and all my employees are freaking out..."
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