Decision Fatigue and Your Website Packages

design tips online psychology Mar 25, 2021
Decision Fatigue - The Decoy Effect - Websites

There are two really important principles when it comes to coming up with the packages you want to put on your website. Once you know about these you will see it everywhere! 

𝗪𝗵𝗮𝘁 𝗶𝘀 𝗱𝗲𝗰𝗶𝘀𝗶𝗼𝗻 𝗳𝗮𝘁𝗶𝗴𝘂𝗲?

There was a famous study done in a supermarket that explains this principle. Two different displays were done for a product. They compared the sales for each display.

Scenario 1: Lots of different flavor options for a product.

Scenario 2: Only three different flavor options for the same product.

Findings: People spent more time LOOKING at scenario one, but BOUGHT more in scenario two.

𝘚𝘰 𝘳𝘦𝘮𝘦𝘮𝘣𝘦𝘳, 𝘴𝘰𝘮𝘦𝘵𝘪𝘮𝘦𝘴 𝘭𝘦𝘴𝘴 𝘪𝘴 𝘮𝘰𝘳𝘦!

If you notice most often when there are "packages" for a service business there are usually three options. The reason for that is decision fatigue. You want the experience on your website to be as simple as possible for them to understand what you offer, what they need, and how to buy it.

Make an obvious best choice

Not only do you want to keep options down to around three... but make it EVEN easier for them to know what package to buy. Make an obvious best choice.

Here is another study for you. 

This one was a newspaper selling subscriptions. They did a study with a local college where they did two scenarios.

Scenario One: They sold the following options 1) Newspaper online only 2) Newspaper in print only for twice the price

Unsurprisingly, 68% chose the cheaper web-only option.

But then they added in another option a web-and-print subscription for the same price as the print-only option. Now just 16% chose the cheaper option, with 84% opting for the obviously better combined option.

This principle is also known as "the decoy effect" or "asymmetrical dominance".

But the basic idea is to use the other options to guide the user into the "best choice".

To learn more about harnessing the power of sales psychology into your website check out my affordable courses!