That doesn’t just go for conversion-rich websites, but also for many things in life. While some argue that a multitude of choice is actually a good thing, it’s actually just the opposite when it comes to conversion rates, and B2B sites aren’t the exception. Too much choice simply overwhelms, and that’s bad news for your site’s conversions.
You see, the more choice that you present your buyers on your site, the more they’re likelier to stall in their tunisia phone number library decision-making. They may even refuse to click outright, just because they’re having a hard time making a decision. Simply put, choices add distractions to the user experience, yet when you’re designing a B2B site user flow, you ideally want to keep your user on task so that he finishes his task.
If there are too many competing elements on your site, the user is going to fail to keep focus since he’ll be tempted by too many places to click. Successful sites already know this, which is exactly why your average landing page has no navigation menu. So what’s the solution to the overwhelming distraction of choice? Reduce choice, of course.
Never Forget Man’s Aversion to Choice
Psychologists have known for a long, long time that the whole concept of choice is actually very burdensome and even oppressive to most people. Sure, we always hear that more choice is good because it presents u th more options and the like, but that equals excessive freedom. And the human brain actually doesn’t like much freedom at all, believe it or not.
One of the earliest psychologists who actually homed in on this unsettling principle of choice and freedom was Erich Fromm, the renowned German social psychologist. His seminal book called Escape From Freedom, first published in 1941, made the point that human beings are, by belgium numbers nature, allergic to freedom.
what is the relation between increase your websit
Conversion rate and escape from freed ch fromm.
Image Credit
Instead of living their lives independently, con their freedom successfully, people are what is voice pshishing scam? hardwired to either move to conformity (bringing their beliefs in line with society to escape the freedom of personal choice) or authoritarianism (where choice is completely removed and instead dictated by an authority).