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TMI: Does Your Website Cause Decision Fatigue?

Does your website overwhelm your members with decisions and information? It’s easy to want your members to have all of the information right in front of them and to advertise the promotions, but having too much can actually be counterproductive. 

Research has shown that having too many choices can cause fatigue for members and will in turn, cause them to abandon making a decision at all. This is called Decision Fatigue. Decision Fatigue happens when “making a large number of decisions over a prolonged period of time can be a significant drain on our willpower.”

How can you ensure that your website is actually helping you make conversions rather than causing decision burn out? We all know that websites are there to provide information and most of the time you want to put everything right in the line of sight for your members. Below are some tips on how to prevent information overload.

Utilize Information Rotators

Sliders or carousels are most commonly used for displaying promotions because they allow visitors to only see one promotion at a time. Now, this doesn’t mean that you should have 6 or more promotions running at once or have multiple types of information rotators on a page. The recommended number of slides in rotation is no more than 3-4 since most people won’t stay on the page long enough to view more than that. Keep in mind, to keep your site ADA compliant, the rotation of the slides needs to include manual control options.

Assisted Navigation

We’ve all experienced the frustration of trying to find information on a website and it not being where we think it should be. Make a connection with your site’s visitors right away when you ask them about what they are looking for using forms or quizzes to direct them. Not only does this have a conversational effect, but it acts as a guide for your customers that doesn’t require them to search or guess where the information should be located. The questionnaire can also use statements instead of questions to minimize the look of making a decision. For example: you can have an opening statement of “I want to…” with options for the member to select such as “save for retirement, refinance my home loan or open a checking account”.  

Blog and Search Filters

When you have high-quality blog content, it’s understandable that you’d want to keep all of it on your page as a resource and to benefit your organic search result rankings. The issue with having it all available for a member is that it requires them to muddle through and search for what they’re wanting. Blog and search filters will help remove this step for them. Filters give the member the ability to easily sort the content by categories and from there, they can view only the posts that they’re interested in.

Implementing some of these features can drastically improve your member’s experience on your site. By providing guidance and filtering options, you reduce the number of decisions visitors to your site have to make to get to the information they are seeking. This eliminates feelings of FOMO (fear of missing out) and information overload which, in turn, streamlines the experience and helps increase conversions. By cleaning up the flow of information, you require fewer decisions from your site’s visitors making their experience more efficient and enjoyable.

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Published
October 28, 2019
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