More choice is not always better

Interesting article on how offering too many choices and features on your website can inhibit a purchase.  This is a theory I wholeheartedly subscribe to, especially when it comes to a landing page for a specific campaign meant to generate leads.

When you are running a campaign driving people to a landing page, you need to convert them, which usually means capturing their information in exchange for a download, contest entry, or knowledge, etc. So, if you offer ways off the landing page, you’re potentially diverting converting leads to other areas. So be careful when laying out navigation and choice for landing pages, or shopping carts. Too many choices can be a distraction.

Here’s the article: http://www.lunametrics.com/blog/2011/01/11/website-usability-looses-money/

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