Website choices depend on similarities, not differences

Pricing TableJust how different should your products and services be? Conventional wisdom is that each of your online offerings should have real differences so that people can make a clear choice. But like many pieces of “conventional wisdom” this might just be assumption, rather than anything based on evidence.

Online you cannot move these days for services which give you”choice”. There is the free version, the bronze one, the silver service or the gold plated product. Each of the services or products is outlined in a table where you can easily compare the difference between them. Except comparing things is not as easy as it first seems.

When things are so different we find it hard to compare. New research shows that if the differences are only slight, we find it easier to make a choice. In other words, when things are similar we find it easier to choose between them,

So, when it comes to the typical three-column price table on the web, rather than showing vast differences, you should show similarities. When the “Premium” version is actually rather similar to the “Standard” service you will find your sales go UP because people find it easier to make a choice. If, however, you make the differences significant, people cannot make a decision as easily and hence you reduce your chances of making a sale.

1 thought on “Website choices depend on similarities, not differences”

Comments are closed.

Like this article?

Share on twitter
Share on Twitter
Share on linkedin
Share on Linkdin
Share on facebook
Share on Facebook
Share on email
Share via email

Other posts that might be of interest

man searching
Internet Marketing Articles

Can you find what you are looking for?

If you want to increase your sales, your business needs to make it easy to find everything. That means reviewing how your web search works. It suggests you might need to reconsider the navigation structure of your website. It might even mean you need to distribute your content away from your site and have it on a variety of different platforms.

Read More »
Empty football stadium with no supporters
Internet Psychology

How well supported are you at work?

Yesterday I was transported back in time. I haven’t discovered time travel. Instead, my mind quickly flipped back to a meeting about three years ago that involved the same group of people. I noticed how

Read More »