adorama

When Choice Is Bad — Cleaning Up Your Landing Page

6 comments

We often hear that choice is good. Many extol the virtues of the “long tail,” and the fact that given more choice, some people will take advantage of it. But this only applies to situations where someone really cares about the subject or task at hand, is knowledgeable about it, and has significant time and resources to expend in the discovery of novel and interesting alternatives.

Unfortunately that is very rarely the situation when someone visits your landing page. Most people are in a hurry and don’t have the time, knowledge, or interest to wade through a bunch of choices.

In most cases, too many choices can cause paralysis and inaction. If the visitor can’t find a way to easily get closer to their goal, they will simply leave.

Consider Adorama’s home page (www.adorama.com). It illustrates many of the issues with having too many choices.

Adorama sells a broad range of photography-related gear, and the visitor is presented with a bewildering array of choices. There are 146 clickable items on this page! Product shots feature a dozen disparate items that range in price from $24.95 to $799.95. Bright animated graphical banner ads across the top and right side of the page clamor for attention, leading to specific items on the site. A scrollable news ticker and rotating banner ads draw the eye through motion.

What are visitors expected to do?

  • Read the scrolling news bar? They probably did not come there for photo industry news.
  • Buy a replacement lithium-ion battery compatible only with certain Nikon cameras? This is limited to a very small segment of the visitors to the home page (who already own the compatible models of cameras).
  • Click on the cryptic “Photo Essentials” category? Even if they read down to the 13th position on the left navigation bar to reach this item, they would be hard-pressed to figure out what it meant.
  • Click on “Copiers/Printers/Fax Machines”? Most people would not have a compelling reason to buy these kinds of items from a company whose tagline is “The Photography People.”
  • Read the “How to master dog photography” article by “Bowser”? This is probably not a pressing concern for most visitors.

While each item on Adorama’s page might be useful to a subset of their audience, the cumulative effect of all of this clutter is that they are squandering precious milliseconds of every visitor’s attention. Visitors are forced to wade through a lot of muck to even understand if there is any relevant information for them at this site. Will they do this? Maybe. But many will simply throw up their hands in frustration and try another website.

The main goal of a broad-selection online catalog should be to efficiently direct all visitors to a relevant set of product choices, and to help them decide among them. The Adorama page does not do this effectively. A better alternative would be to focus on a smaller number of choices that apply to everyone and to funnel visitors deeper into the site.

Does your landing page offer too many choices? Focus on the three following items and you’ll soon be on the way to a healthier degree of choice:

  • Don’t present detail too early in the process
  • Group related choices into a smaller number of categories
  • Use visual shortcuts to reduce reading

About the Author

Tim Ash is the CEO of SiteTuners, a leading conversion rate optimization agency that has helped over 850 clients worldwide. He is chairperson of Conversion Conference, the first conference focused on improving online conversions, and is a highly-regarded presenter at SES, eMetrics, PPC Summit, Affiliate Summit, PubCon, Affiliate Conference, and LeadsCon. Tim is author of the bestselling book Landing Page Optimization and is a contributing columnist to many publications. You can connect with him on Twitter and LinkedIn.

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6 Comments

  1. In my business conversion rate is key like many other businesses I want them to read about my services and than without hesitating to pick up the phone and give me a call. It always important to come back to your homepage every now and then to analyse it and to see how you can improve. Google analytics helps a lot in doing this.

  2. Your article is based off a screenshot that seems to have been taken from archive.org. Adorama's home page looks much different now.

  3. Hi Enon, Yes the screenshot is an old one that I used as an example in my book Landing Page Optimization three years ago. However, the current page is not an improvement in my mind and and still has many of the same issues from my perspective.

  4. In today's information-driven society everything happens faster. People don't read, they scan. You don't call someone to have a conversation, you text. You're right on the mark Tim, your website needs to get people what they're looking for as quickly as possible or they'll go the back button.

  5. Tim We appreciate your insights and thank you for your observations. However, as someone with his finger on the pulse of communication and website design, I am surprised that you selected this example for your marketing blog, as you are aware that we redesigned the Adorama website some time ago, (eg by removing the banners etc). Three years is a very long time indeed within the realms of Social Media and Cyber Outreach! Our web team is currently working on the next phase of our website redesign and in this have already addressed all the points you have raised. We hope you will be able to take the time to visit us again after the launch of the next phase of our website. Helen Oster Adorama Camera Customer Service Ambassador

  6. Great post. This poses a challenge for a lot of companies that offer multiple services or products. For most it's a matter of leading with the most requested / most profitable products first then introducing the others.