We typically require differing amounts of information depending on where we’re at in our decision-making process. Early in the process, users will most likely be researching and gathering information. During this educational phase, try utilizing lengthier page content or microsites that provide more information—especially for products or services that require a more complex level of consideration. As users move from the research phase and drive closer toward their decision, don’t distract them with unnecessary content. The closer you get to closing the sale, the less you should have on your page. Consider testing anything that could be reduced, from supportive copy to design elements to navigational items, or even implementing a single-purpose landing page.
Minimize the number of choices
We think we want a lot of options to choose from, but psychological studies show that when it comes to decision-making, the more choices we’re given, the less likely we are to actually make a decision. This especially holds true on the web, where attention spans are less than ideal, and can apply to everything from your product and service tier offerings to your navigational structure and information architecture. Take the time to categorize your options and simplify until they’ve reached their most intuitive, logical form. If you have a lot of products, use filters to help narrow down the choice.
Show some social proof
We’re all subconsciously wired to seek to be a part of a group. If you have a sizable following, whether it be on social media or a general customer base, show it off. Knowing that there is a large group of people with whom your users share common goals and interests can add reassurance to their decision-making process. Publish your social media follower counts or even individual post “likes” and shares to your page — but be mindful that a lack of followers could also have the opposite effect! If you’re still building your social media following, try simply utilizing supportive calls to action. Think along the lines of McDonald’s “Billions and billions served”.