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Why Fewer Expert-Guided Choices Work Better Online<\/h2>\n
Some popular thinking when it comes to providing solutions to one\u2019s target customers is that you\u2019ll want to offer as many options and choices as is feasible. Think about the neighborhood Italian restaurant you sometimes frequent. How many pages of dishes are in their menu? By the time you\u2019re able to narrow down your food order, you\u2019ve likely forgotten you were hungry (or just the opposite, you find yourself dying of starvation!).<\/p>\n
The highest-end, most successful eateries change their menus weekly. They have only a handful of plates for diners to choose from. The cuisine is focused to present the chef\u2019s narrow interpretation. This place becomes the<\/em> place to go for that type of food. Whenever anyone asks, this is where you recommend.<\/p>\n As it turns out, the very same thing is proving to be a powerful agent of change in the online world. When you provide your website visitors with options and recommendations that are backed by experts, they are much more likely to follow the path you desire them to take.<\/p>\n Many people use the internet to find answers to questions they have. While some simply want to read the news or do some window shopping, if you are providing the answers to what they are seeking\u2014and you\u2019re doing it in a way that confirms your solutions are backed by credible specialists\u2014you\u2019ll find an increase in success online.<\/p>\n People like seeing that Better Business Bureau seal attached to online retail websites. Regardless of whether it means anything real or not, the perception is that having the seal of approval means that retailer can be trusted. The studies are showing that once you\u2019ve gained the consumer\u2019s trust, chances are you will close the sale, get the referral, or whatever your desired selling proposition may end up being for that consumer.<\/p>\n Instructions: Choose one primary expert endorsement or authority signal per page and place it near your main call-to-action to reinforce trust without overwhelming visitors.<\/p>\n Care must be exhibited, however. While it may behoove you in your online operations to demonstrate expert opinions and recommendations, too much of a good thing may not be a good thing. There is only a limited amount of empirical evidence at this point, but we\u2019ve seen practical examples for years. When banner ads first arrived, they performed very well for a while. Then, with overuse and increased numbers placed per page, their suggestive recommendations diminished to the point that many web surfers are completely blind to the vast majority of display ads.<\/p>\n If you have a number of options all backed by expert recommendations on a page, it takes your viewer back to those pages and pages of menu items. Which to choose? Which is the most expert of these experts?<\/p>\n It may be better to divide and conquer. Choose that which your users tell you are the best recommendations. Remove the rest. Continually refine your pages based upon the information you glean from user-centered design. If it\u2019s good for them, it will ultimately be good for your website.<\/p>\n Short Case Study: An online software company reduced its homepage recommendations from six \u201cexpert-approved\u201d tools to just two. By highlighting one primary expert testimonial and one certification badge, the company saw higher engagement and clearer user navigation, resulting in improved conversion rates within weeks.<\/p>\nBuilding Trust Through Expert Authority on Websites<\/h2>\n
The Risks of Overusing Expert Recommendations<\/h2>\n
Refining Website Design Using User Feedback<\/h2>\n
Case Study: Expert Focus Improves Conversions<\/h2>\n
Conclusion<\/h2>\n