In this article we tell you why simplicity is the best ally of sales and the inseparable friend of web design and why a single-page website can sometimes be as effective as a multi-page website.
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And less is also more when it comes to selling online.
Psychologist Sheena S. Iyengar, an expert in choice theory and current professor at Columbia University, conducted an experiment that involved setting up a small jam stand at the exit of a store.
On the first day, 24 different types of jam were on display, and on the second, only 6 types of jam were offered.
On the day he offered 24 flavors of jam, 60% more people came to the stand than on the day he offered only 6 types of jam.
However, only 3% of people who went to the stand on the day when there were more options ended up buying something, compared to 30% who did buy something on the day when only 6 flavours were offered.
This experiment clearly demonstrated that, although people are attracted to variety, if we are presented with too many options we are less likely to end up buying, and this applies both in the physical and digital world.
That being said, before deciding whether to use a single-page website or opt for a multi-page one, let's analyze the importance of the placement of the content on the page.
The importance of content above the fold
If you are not familiar with the expression “above the fold,” keep in mind that it is nothing new.
This concept arose from the world of the press and referred to the upper half of the front page of a newspaper, where the most striking or important news was located.
Today, this idea also applies to web pages and refers to the content that is displayed on the screen right after the page loads and right before you scroll down to see what's below.
Nielsen’s latest eyetracking studies continue to show that more than half of users’ viewing time is spent on content above the fold.
Specifically, 57% of viewing time, according to the company's most recent study .