This case study from Moz shows that matching the message increases conversion rates by up to 212.74%! 2. 1 offer per landing industry leads page Successful landing pages use attention span to their advantage. Attention rate is the number of things a visitor can do on a landing page compared to the number of things you want them to do . An optimized attention ratio for a landing page is 1:1 .
This means that there is 1 link (your CTA or offer) for the 1 objective (convert visitors into leads). Several offers do not work to industry leads your advantage. Visitors hesitate and cannot make a decision. There's even a term for it: decision paralysis . Graph showing Hick's law that the time it takes to respond increases as the number of options available to choose from increasesHick's law states that .
increasing the number of choices will increase decision time (Source) This study shows what happens when multiple medical treatment options are offered to patients: When offered 1 treatment or surgery, patients avoided industry leads surgery 72% of the time When offered 2 treatments or surgery, patients avoided surgery 47% of the time More choice means a greater likelihood of choosing the wrong option (in this case, surgery) Anyone who's ever had to pick a place to dine knows that decision paralysis applies to more than healthcare choices.