Decision fatigue stop decreasing your conversions. I want to start this lecture with a very important sentence that you should always keep in mind when you're providing your visitors with options. Here it is, the more options you provide, the more likely it is your visitors will choose none of these options. So the more options you provide, the more likely this your visitors will choose none of these options, and that means a drop in conversions. There reason for that is because your visitors will experience a negative psychological reaction called decision fatigue. A lot of research on this topic as well, but I want to share with you an experiment that clearly illustrates the point.

Researchers have set up two sampling stations The first one presenting 24 flavors of jam, and the second one only six flavors of jam. The results showed that only 3% of the visitors who tested the jam on the first sampling station with 24 flavors bought only 3%. On the second sampling station, however, the results are quite different. When visitors were presented with only six flavors 30% of the people who tested the products bought that's 30% a huge difference here. I would like to thank Professor Sheena for the example because she conducted the experiment and outlined it in her book The Art of choosing and I'm giving this example because it was done multiple times. Not only with jam but also with ice cream.

Visitors were presented with many flavors of ice cream. Now since we know that heavy Too much choice or too many options is hurting your conversions. What can we do about it? I suggest you go over your entire business, mainly your website, landing pages and sales pages and observe. If you give too many options, a few places to consider. First, your squeeze page.

One of the biggest mistakes I see people make when it comes to squeeze pages is that visitors can do several actions. They can click links, they can call phone numbers, they can click on social sharing buttons, they can subscribe and basically other activities that are irrelevant. That decreases conversions, in this case, opt ins. So I strongly encourage you to leave only two options when you send traffic to a squeeze page. Option number one, subscribe. Option number two, leave the page.

That's it. And we'll talk about squeeze pages in the next section. But for now That's a really good foundational knowledge to have. This alone will increase your options. Second, pricing options. Yes, we talked about the decoy effect in the pricing section of the program.

But still, you need to be careful not to overwhelm your visitors. Don't make them think too hard. Don't make them choose among too many options. The old brain doesn't like that. The old brain likes simplicity. Third, your sales page.

This one is similar to your landing page with difference that you want people to buy not to subscribe, right? So don't load your sales page with social sharing buttons and different calls to actions. Yes, you need to have multiple calls to action but for the same action that is makes sense. For example, by now is one call to action share now is another call to action. My point is to ask Several times on your sales page to buy it now that that's the right approach. We'll also talk about how to connect your call to action.

With the main benefits you're promising, so you don't end up using overused calls to action such as Add To Cart buy now, etc. Another important point that is closely related to decision fatigue is this. The more actions you ask your visitors to do, the more likely it is they will do none of them. And what do I mean by that? Let's take a squeeze page for collecting information about your visitors. Elite capture page.

In order to get the product or service you're giving away your ethical bribe. Your visitors must fill in the information on the squeeze page, right? You can ask for first name, last name, email address, country state phone number in even more. In the more you ask, the more you decrease your cost. conversions. That's why you see modern squeeze pages that are high converting.

Ask only for your email address. They don't ask all the other details because they know that will decrease their conversions. That's the reason why you might hear marketers bragging with 70% conversion rate. You can give me any page that converts like crazy. And I will just add a few asking for a phone number and I will decrease the conversions drastically. By default, when you ask only for an email, you will get more leads, but the quality of these leads will not be as high as the quality of the leads, who have filled in more details, because that really shows they're committed to getting the results you're promising.

Usually, it is always better to have quality over quantity, philosophy mindset, but this is really business dependent. You will have to decide which way you want to go with My job is to tell you the difference so you can make an informed decision. Let's recap. decision fatigue is a negative psychological reaction people experience when they are presented with too many options to choose from. The more options you provide, the more likely it is your visitors will choose none of these options. Top three places you need to pay attention to our squeeze page, sales page and pricing options.

You should analyze each page on our website where you ask your visitors to take action. don't overwhelm your visitors. Don't make them think too hard. The old brain likes simplicity. The more actions you ask your visitors to do, the more likely it is they will do none of them. You can dramatically increase the conversion rate on your squeeze page simply by Asking for fewer details about your prospect that will result However, on less qualified leads.

Thank you for watching and stay purposeful