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If you’ve ever purchased a hosting plan or anything else that gave you the option of choosing between several The House on the Edge of the Park film options and packages, you’re familiar with the pricing table. On many sites, it’s a monster of a chart that tries to show you the difference in value between two or more different product packages.
If you’ve got a pricing table or something similar on your site, rather than simply listing all the options you have, offer a recommendation on which one to choose. It may not be the right solution for all your customers, but it’ll be a good starting and reference point for them.
37signals on designing the Highrise
While looking at the new signup chart, and our previous charts, I noticed something. We don’t suggest a plan. We give people choice, but we don’t point them in a recommended direction. We should. The thinking goes that more options are OK if you help direct someone to a default choice. But more options without a recommendation just lead to decision paralysis, uncertainly, and buyer’s remorse.
download Klute dvd Source: Design Decisions: The new Highrise signup chart (37signals)
Nice snippet of info… I really agree with leading users down the desired path. I think this can also come in handy if users aren’t very familiar with your product.
~ Aaron I
That is a great suggestion! Thanks, Verne!
It’s a great technique to combat choice paralysis and should definitely be utilized more around the web.