Many studies have been done on why less is sometimes more buying trigger. It seems that when people have too many options, instead of making a choice, they make no choice at all. They don’t buy anything. In fact, when too many options are available, many people will simply walk away. They won’t even stop to take a second glance or to try to make a buying decision.
Have you ever stood in front of the display cabinet at a bakery and just felt overwhelmed by the choices? What happened? Did you settle for something much less than you wanted or came in for? Did you just walk away without buying anything?
Why Does This Happen?
Making a buying decision isn’t easy. You have to compare products. You need to weigh the pros and cons and you need to decide if you want to trade your hard-earned money for the product. There are many factors that go into a buying decision. When that decision scale is tipped by too many products to compare, people just decide it’s not worth the effort.
How You Can Capitalize on This Concept
When you’re making offers to people, do you present too many options? Does your prospect feel overwhelmed by the choices? If you have an ecommerce site, the layout of your product catalog can be critical to your success.
Many sales and marketing folks have found that around five or six product offerings is the ideal number to present to a client. More than that and they walk away. That doesn’t mean you can’t have more than five products. However, you may want to visually separate them. Allow your customer the opportunity to browse but make your landing page about just a handful of products. If you’re an information marketer, you may want to focus on one product at a time.
Too Much Information
The same concept can often be applied to the length of a sales page. You’ve probably skimmed sales pages that seemed to be dozens of pages in length. Notice we said “skimmed” and not “read.” No one wants to read that much information. When presenting information to your readers, consider what they want and need to know and keep your language simple and direct. Remember, less is often more.
People tend to think in a Super-Size More Is Better mentality. This isn’t always true, especially when it comes to making a purchasing decision. Don’t overwhelm your prospects with extraordinarily long sales copy or too many buying options. You’ll likely find that by cutting back you sell more.