You can improve conversions by eliminating choice.

Abhishek Anand
3 min readOct 3, 2021

We have all come across websites where the hero section (top of the page — first fold) looks something like this:

Or a CTA block that looks like this:

So, what do you do? Do you get started, or do you ‘Learn more’?

Some of you may get started right away. For many others, learning more before getting started would seem like the right logical choice.

The result? We have just introduced at least one additional click and one additional page/section the user has to go through before he decides to take it for a spin. And as we all know, there is bound to be some drop offs at each step. Conversions just fell down.

The best converting websites have a very clear pre-defined direction they want their users to take.

Look at some of these examples:

All of them have one thing in common. They have made the immediate next step for the user crystal clear, and to eliminate indecision, risk-free.

The principle is rooted in basic human psychology wherein you evoke actions in users by putting forward a clear path — and making sure that the path is one that offers least resistance.

You add a payment requirement in any of this flow, and you just added some resistance to the flow. Some of your users would now like to think about it, before they pencil in their card details for you. You add another button there, you are forcing a percentage of your visitors to first check that out. Some of them may never come back to where they were before, so to convert those, you need to have a compelling CTA on that other page as well. And even then, the drop offs due to the resistance you placed by adding another step would be lost to you.

So. be very clear, concise and deliberate in the path you want to send your users on, and witness your conversion go up.



Abhishek Anand

Helping businesses grow 10x faster, and scale efficiently. Top Writer — Quora, Medium. Drop in a line if you’d like help with yours.