One of the most common tenets of conversion optimization is that fewer options = higher conversions. When you give people too many options, they get confused trying to compare them, and end up choosing no option.
The hypothesis isn’t far fetched. If a SaaS company offers 7 different pricing plans, many visitors won’t know which plan is best for them, and end up leaving without signing up. If the company reduced it to 3 plans, they would likely achieve higher conversions.
Now we have real data that go beyond hypothesis, showing that reducing options can increase conversions.
Today’s infographic is from Quick Sprout. They’ve compiled data showing that reducing the number of options can increase conversions.
Enjoy, and keep testing!
Don’t forget KISSmetrics has a lot of resources on conversion optimization; we’ve even compiled a list of 100 conversion optimization case studies.
Brian Dean of Backlinko has also recently put together a massive list of Conversion Rate Optimization techniques.