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independence3 unconnected · 1 more author in those circles
standing

contested · 6 claims against 1

applies to

consumer, no audience needed

outcome not stated

confidence

high

evidence

7 claims · 5 articles · 4 receipts

window

2018-09-30 → 2020-03-14

3 builders who never spoke to each other · contested

Trim the options at the point of purchase

Extra choice is not a free courtesy: it transfers evaluation work to the buyer, and a buyer facing too much of it opts out entirely. Funnel first time customers to a single bundle with one button, sell size and colour as toggles on one page rather than as separate products, explain what actually separates near identical lines, and order what remains by what has historically sold.

Where this splits

Dry gives first time buyers exactly one purchase path so no decision is required, while Bourgoin deliberately places a cheaper alternative directly beneath the expensive button to catch the visitor who balks.

6 claims against 1

Chris Frantz · Cory Zue · Harry Dry · Katelyn Bourgoin

Funnel first time buyers to a single purchase option

  1. 01Give first-time buyers exactly one way to purchase: a single welcome bundle on the homepage with one button, so no decision is required of them.
  2. 02Offering shoppers more choice is not free; extra options make the purchase harder rather than more appealing.
the objection · 1 claimKatelyn Bourgoin

Offer a cheaper option beneath the expensive one

Put the cheap alternative immediately under the expensive booking button, so the visitor who balks at the price still buys something.

  1. 03Trimming the option count is only half the fix: also make the remaining options quick to compare, so the buyer can tell which one fits them without doing mental work.
  2. 04Label what actually separates near-identical variants, because a category page stuffed with unexplained product lines stops people choosing.
  3. 05Put size, style, colour and version on one page as toggles rather than listing each variation as a separate product.

What it returned

  • AG1's homepage funnels everyone to one welcome kit

  • Bourgoin's warning is that a buyer facing too much evaluation effort will opt out of choosing at all, which is a lost sale.

  • One retailer's men's t-shirt category listed essential, active, soft touch, design and packed dry lines with nothing to explain the difference.

  • A v-neck and a crew neck get sold as two separate products when the cut is all that changes, at two different prices and with nothing comparing them.

Sources

the second source

Three plays a week, for the phase you are in

No roundup of links, no news. Three tactics more than one builder arrived at separately, with the numbers each one returned and the disagreements left in.

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the second source

Three plays a week, for the phase you are in

No roundup of links, no news. Three tactics more than one builder arrived at separately, with the numbers each one returned and the disagreements left in.

963 corroborated plays to draw from · 3 a week

One email a week. Unsubscribe in one click, and the address is used for this and nothing else.