In general, you know that the less resistance there is, the more conversions there will be.
MECLABS reduced the number of clicks required to complete a purchase, but revenue fell by 40% as a result.
What they ended up doing is…
There were three distinct membership terms available (1 month, 6 months, annual). Most people opted for a monthly subscription.
To simplify the purchasing process, they decided to only provide a monthly payment option.
Sales dropped by 40% as a direct result.
Why?
They actually disregarded not one but two major guidelines:
1. a reaction in one’s mind.
If someone tries to impose their will on us (“Do this one thing”), we may respond in a way that emphasises our autonomy and independence. Then please exit the store’s checkout area.
Two, use an anchor price.
You can’t tell if a price is good or bad when you only see one.
However, with three quotes in hand, you can easily compare features and prices to find the best deal.
Source: https://conversion.com/blog/too-many-options/