If you’ve taken any sales training courses you’ve surely heard that you must “Ask For The Sale” to close the deal. In the world of ecommerce, asking for the sale takes the form of a call to action in an email or on a website page. The question is – Are you politely and effectively asking for the sale or bombarding your prospective customer to BUY NOW! BUY NOW! BUY NOW! with too many calls to action?
Think back to the last time you had to choose from multiple options. Say, choosing an ice cream cone from 31 flavors, or unlimited variations on your pizza. How often did too many choices actually prevent you from making a decision? Maybe the pizza and ice cream examples aren’t the best illustration of decision angst. How about receiving an email from a retailer or navigating to a landing page and you’re confronted with a link to subscribe to a newsletter. Plus six buy now buttons below product photos. Plus links to website pages and their social media pages. So many choices that you click delete rather than wading through the cluttered page.
Having options is a good thing, but sometimes we appreciate being led to a decision when presented with just a few choices, or even just one. The most effective landing page and email designs laser focus on guiding us to decide “do I want it or not?” Just one thing. A simple yes or no. Do I want to signup for the newsletter or not? Take it or leave it. From the intelligent marketer’s perspective this is just fine because the next promotional offer is on the schedule. Another opportunity to connect with the customer will be on its way to their in-box tomorrow.
Mark Zuckerberg remarked that he wears the same t-shirt everyday to cut down on the amount of decisions he has to make everyday. Better to focus on business than be distracted by deciding what to wear. That may seem extreme to many of us, but sometimes less really is more.