Research Note #14
Make Choosing Easy
The highest converting offers weren't always the cheapest. They weren't always the most persuasive. And they definitely weren't always the most clever. They were often the easiest to choose. People don't just need options. They need guidance.
The Best Option Problem
Imagine you're looking at three packages: Starter, Professional, Enterprise. Which one should you choose? No idea.
Now imagine: Starter — Perfect for new businesses. Growth — For businesses ready to generate more enquiries. Scale — For businesses focused on growth and automation.
Much easier. People don't just need options. They need guidance.
The Power Of A Recommendation
One thing I noticed repeatedly was how often successful pricing pages help people make a decision. They don't simply present choices. They recommend one. That's why you'll often see a 'Most Popular' badge or a highlighted option.
Practical Takeaway
If you offer multiple packages, make one of them clearly recommended. Give people enough information to choose confidently, but not so much that they feel paralysed.