When I was showing Kassie around our Google Analytics the other day, I couldn’t believe what happened when I drilled down into the data. Over 50% of people are leaving off the homepage. Here’s what it looks like:
Holy crap, people have no idea where to click. I mean really neither do I. Too many choices!
Here are some fun facts about choice:
- Americans make 70 different choices a day on average.
- 77% of people with nine options used an elimination strategy while only 21% used an elimination strategy when given three options to make a decision.
Not only do people not like a lot of choice but things like sleep and food effect the decisions that are made. Check out this graph that seems nuts but actually makes a ton of sense (click on it or here for the original source and full article):
In other words, the more choices you give people, the more paralyzed they become and the poorer their decisions. These poorer decisions are increased when health and other conditions are not ideal.
So when you wonder why someone isn’t buying what you’re selling; isn’t going beyond a certain page of your website; isn’t making that choice, you may want to ask yourself if you are giving people too many choices… or if maybe they just all need to go eat an apple. 😉
There are some amazing articles I’ve read on this topic recently. Here are some worth checking out if you are also interested in this topic:
Now please excuse myself while I take 10 of the average American’s 90 decisions a day off the homepage of my website.