More is better, right? Not in the world of conversion optimization.

Just think of it this way…When you take a kid to a candy store, what happens? They don’t know what to buy, right? The reason is that they have too many options to choose from and they are not sure which one is the best choice.

The same goes for the web. Giving people too many options or asking them for too much information can quickly reduce your conversions. For example, by reducing the number of options in your form fields from 6 to 3, you can increase your conversion rate, on average, by 66%.

To show you how you can reduce the number of options on your site, I decided to create an infographic that breaks down different strategies that will help you increase your conversion rate.

How Reducing Options Can Increase Your Conversions


The jam case study in the infographic was eye-opening to me as I didn’t expect that reducing the number of flavors offered in a free sample would cause more people to actually purchase the product.

If you aren’t sure how many options to give your visitors, always go with the lower number. If you want to add more options in the future, you can always do so, but my recommendation is to A/B test it.

So, what do you think about limiting options on your website?