If you’ve ever purchased a hosting plan or anything else that gave you the option of choosing between several 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 signup chart:
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.
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.