The more complex the product or service, the more time it may take your customers to make a commitment. What are the risks associated with making the wrong decision?— Is the product expensive? Does it require a significant time commitment? Could it pose a health risk? Put yourself in your users’ shoes. How much information would you require in order to make an informed decision? The more risk associated with potentially making a wrong decision, the more research we typically seek out as part of our decision-making process. Experiment with things such as copy length, filtered content and comparison charts. Don’t be too aggressive up front and make sure you’re providing your user’s with the right amount of information.