Why an abundance of toothpaste is a bad idea

Today I want to grab a time machine… and briefly discuss how toothpaste has evolved over the last few decades.

It’s not the most exciting of subjects, but bear with me while I quickly make a point.

Back in the 80’s (or maybe even the 90’s) there was only about 2 brands of toothpaste. And maybe only 3 different types for each brand.

So you pretty much had only about 6 types of toothpaste to choose from.

But what about now?

If you walk down the toothpaste aisle these days you’re bombarded with an abundance of choice. There are literally dozens of choices now.

So many, that some consumers get overwhelmed by all the choice… and move on to something else.

Personally, I couldn’t care less about what type of toothpaste I use, as long as it’s priced reasonably.

But what’s this got to do with e-commerce?

Well, it kinda reminds me of the product pages on some e-commerce sites.

Rather than just having one clear conversion goal, they include links and banners and all sorts of temptations… that have nothing to do with buying what is on the product page.

Some examples of these distractions are:

  • social sharing buttons
  • signing up for a mailing list
  • advertising banners
  • pop-ups that are not related to the product on the page
  • sliders or carousels
  • links to blog posts
  • links to external websites

Here’s the thing…

All of these just provide unwanted distractions that take the focus completely off the product they came there for in the first place.

It creates friction!

And like my toothpaste example (which is maybe not the best example), you’ll lose some potential customers because of the abundance of choice.

Reason being, most people have low attention spans these days, especially online.

Therefore, it’s wise to keep things simple and remove anything (and everything) from the page that doesn’t contribute to the sale of the product.

Probably, the only exception to this rule is if you add related products… where visitors can look through other products that may be more suitable for what they want.

And this is even more crucial on your checkout pages…

The last thing you want to do is drive people away from checking out and buying.

This should be a no-brainer, but still I see all sorts of distractions on checkout pages as well.

For more red hot tips like this, you can book in for a free website audit with myself. I can guarantee you’ll get plenty of value from it. And you’ll walk away with at least a few actionable ideas to boost your sales and conversions.

Here’s where you need to go:

https://scottdudley.net/audit