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Landing Page Optimization: The Definitive Guide to Testing and Tuning for Conversions, 2nd Edition by Rich Page, Maura Ginty, Tim Ash

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Too Many Choices

What am I supposed to do first?

We often hear that choice is good. Many extol the virtues of the “long tail” concept: given more choice, some people will take advantage of it—exploring a wide variety of niche content. But this only applies to situations where someone really cares about the subject or task at hand, is knowledgeable about it, and has significant time and resources to expend in the discovery of novel and interesting alternatives.

Unfortunately that is rarely the situation when someone visits your landing page. Most people are in a hurry and do not have time, they don’t care much about your website, and they know little about your subject matter. Under these circumstances, too many choices can cause paralysis ...

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