I remember when I was a kid we had the “mall” and the “plaza mall”. They were the two places you could go to buy your clothes, toys or whatever you couldn’t buy at the grocery store. The only other option was to travel to the next town or order from a catalog.
Before you start thinking I am some old geezer you have to remember that the Internet didn’t really get rolling until about 15 years ago. If you are over 20 this most likely would include you!
Back in the day and now
Back “in the day”, you knew exactly what you wanted. It was easy to make a decision and you had a lot more free time as a result. Why? You had very few choices. There was good and bad in this.
The consumer climate has evolved into so many choices today that you can easily be paralyzed with over analysis. You want the best for the least amount of money. You’ll spend countless hours on the Internet researching so that you can feel good about your purchase and save a few bucks.
Saving your customer’s time and money = more customers
As a business you can save your customer’s time and money by offering less. Not less quality or features, but less products. My personal preference is a max of 3-5 product offerings. Of course, I’m not talking about brick and mortar businesses.
I’m talking about service companies such as Zendesk (good example). There are 3 simple choices with an option to contact them for something bigger. You see the price, the main differences and can make a decision. On a side note, Zendesk goes one step further and gives you a free trial so that your decision is that much easier. Nothing to lose.
Tell me what I get and for how much - you have 5 seconds
Chances are that you get a good bounce rate from your website. Attention spans are small. If you are fortunate enough to get a potential customer to make it to your order form it better be simple, easy to understand and not require a PHD.