Choices. Choices. Choices. It’s always nice to have choices in life, but can you have too many? As a business, is it possible to offer a customer so many choices that they simply can’t choose? That’s the gist of a old direct marketing axiom which says too many choices paralyzes your prospect into complete non-action. When creating a website and particularly the landing page for that website, this also holds true.
The Marketing Experiments Journal did a study on the topic, Landing Page Confusion: How Does Having More Than One Objective to a Page Affect its Performance and found that landing page effectiveness and measured conversion increased significantly when choices and unnecessary distractions were eliminated, and the overall design and orientation of the page emphasized the call to action.
How do you do that? Here are the top recommendations from the journal:
- Focus on one objective for each page.
- Sales pages should use a vertical flow through the center of the page.
- Eliminate elements that may distract eye path from flow toward the objective.
- Use visual elements (size, motion, color, position, and shape) to draw attention toward the call to action.
- Avoid using off-page links.