How Unbounce Boosted Conversions by 16.93% by Reducing Options
When it comes to conversions, less is often more. In a fascinating case study, Unbounce demonstrated how simplifying choices for their users led to a significant increase in conversions.
The Experiment: Reducing Options
Initially, Unbounce offered users four trial options to choose from during the signup process. While this might seem like a way to cater to diverse preferences, the abundance of choices created decision fatigue, overwhelming users and hindering conversions.
To address this, Unbounce narrowed the options:
- They reduced the number of trial periods from four to three.
The Results
The impact of this small change was remarkable:
- Conversions increased by 16.93%.
By offering fewer options, Unbounce made the decision-making process simpler, encouraging more users to sign up.
Why This Worked: The Psychology of Choice
- Decision Fatigue:
- When faced with too many options, people often feel overwhelmed and are less likely to take action. Simplifying choices reduces cognitive load and makes decisions easier.
- Clearer Value Perception:
- Fewer options allow users to focus on the key differences and benefits of each choice, improving clarity and confidence in their decision.
- Paradox of Choice:
- As outlined in Barry Schwartz’s book The Paradox of Choice, having too many options can lead to anxiety and regret, which can ultimately deter conversions.
Key Takeaways for Your Business
- Streamline Options:
- Evaluate your offerings and eliminate unnecessary choices. Focus on presenting only the most relevant and impactful options to your audience.
- Test the Impact of Simplification:
- Conduct A/B testing to see how reducing options affects conversions in your specific context.
- Prioritize Clarity:
- Simplify messaging and highlight the benefits of each option to make the decision-making process as intuitive as possible.
- Optimize for Action:
- Design your choices to guide users toward a specific action, ensuring a seamless and friction-free experience.
Conclusion
Unbounce’s success shows that sometimes, less truly is more. By reducing the number of trial options from four to three, they removed barriers to decision-making, resulting in a 16.93% increase in conversions.
If you’re struggling with low conversion rates, take a closer look at the choices you’re offering. Simplifying options might just be the key to unlocking greater engagement and higher sales.
Source: Unbounce