The Choice Paradox: Why Your CTAs Are Killing Conversions
The Copywriter Column #213
More options lead to fewer conversions.
If you're wondering why your carefully crafted campaigns aren't converting, the answer might be simpler than you think: you're giving people too many choices.
(I thought I’d expand on this week’s copywriting tip – enjoy!)
The Jam Study That Changed Everything
In the late 1990s, psychologists Sheena Iyengar and Mark Lepper set up what would become one of the most famous experiments in consumer psychology. They arranged two jam-tasting booths at an upscale grocery store.
The first booth offered 24 varieties of jam. The second offered just 6.
Here's what happened:
24 jams = 60% of shoppers stopped to sample, but only 3% made a purchase
6 jams = 40% stopped to sample, and 30% bought something
Think about that for a second.
When shoppers had fewer options, they were 10x more likely to buy.
Barry Schwartz documented this phenomenon extensively in "The Paradox of Choice," showing how an abundance of options creates what he called "choice overload."
The Science Behind Decision Fatigue
Your brain operates like a muscle. Every decision (no matter how small) depletes your mental energy.
Psychologists call this "decision fatigue," and it's the same reason why judges are more likely to deny parole requests at the end of the day than at the beginning.
It’s also the same reason you spend more time trying to find something to watch on Netflix than actually watching something on Netflix.
Here's what happens in your reader's brain when they encounter your copy:
Cognitive Load Assessment – their brain immediately evaluates how much mental effort your message requires.
Option Processing – each choice you present demands cognitive resources to evaluate.
Energy Depletion – by the time they reach your CTA, they're mentally exhausted.
Decision Avoidance – to preserve energy, they choose the easiest option: doing nothing.
This is why I’m such a stickler for how well copy “flows” when reviewing somebody’s work. If it’s too much work to read what you wrote or understand what you’re saying, I’m out – try again.
The Anatomy of Overwhelming Copy
We've all seen the kitchen-sink approach to marketing:
"Buy now OR sign up for our newsletter OR download our free guide OR follow us on social media OR learn more about our story OR check out our testimonials OR browse our blog OR contact our team..."
Each "OR" is a decision point.
Each decision point burns cognitive fuel.
So, by the time your reader processes all these options, they're too mentally fatigued to choose any of them.
Thankfully, there’s a solution to help you avoid this…
Enter The Rule of One
The solution isn't to actually eliminate all choices, but rather to prioritize them ruthlessly.
This is where The Rule of One becomes your secret weapon:
One primary message (not three value propositions competing for attention)
One target audience (not "everyone who might be interested")
One clear action (not a buffet of possibilities)
Think of it as cognitive respect. You're acknowledging that your reader's mental energy is finite and precious.
How to Apply The Rule of One in Practice
1. Audit Your Current CTAs
Look at your recent campaigns. Count how many actions you're asking people to take. If it's more than one primary action, you've found your problem.
2. Create a Decision Hierarchy
Not all actions are created equal. Rank your desired outcomes:
Primary: The one action that moves your business forward most
Secondary: Nice-to-have actions that support your primary goal
Tertiary: Everything else
Only your primary action gets prime real estate in your copy.
3. Use Progressive Disclosure
Instead of presenting all options at once, reveal them sequentially. Guide readers through a single path, introducing new choices only after they've completed the previous step.
Example:
Step 1: "Get your free consultation"
Step 2: (After email capture) "Choose your preferred time slot"
Step 3: (After scheduling) "Follow us for more tips"
4. Test the Minimum Viable Choice Set
Start with the fewest options that still serve your business goals. You can always add more choices later, but it's harder to remove them once they're entrenched in your process.
The Benefit of Single-Focus Copy
When you eliminate choice overload, something fascinating happens in your reader's brain.
Without multiple options competing for attention, their cognitive resources can focus entirely on processing your core message.
This creates what psychologists call "cognitive fluency,” the ease with which information is processed.
When your copy feels effortless to read and understand, readers are more likely to:
Stay engaged longer
Remember your message
Take the action you're requesting
It's the difference between walking down a clear path versus navigating a maze.
Real-World Applications
Here are a few examples of how you can apply this to your own work.
1. Email Marketing
Instead of every email trying to accomplish five goals, assign each email one primary purpose. If it's a product launch, focus solely on driving to the product page. Save the newsletter signup and social follows for other touchpoints.
2. Landing Pages
Your headline, subhead, body copy, and CTA should all point toward the same single action. Every element should either support that action or be removed.
3. Social Media/Paid Ads
Each post should have one clear takeaway and one desired response. If you want comments, optimize for engagement. If you want clicks, optimize for curiosity.
Product Descriptions
Focus on the one main benefit that matters most to your target customer. You can mention other features, but they should support (not compete with) your primary message.
When to Break the Rule
The Rule of One isn't absolute. There are strategic moments when multiple options serve your reader better:
When trust is low: Sometimes offering a "smaller" commitment option (like a free trial) alongside your main offer reduces perceived risk.
When serving diverse audiences: If you truly have distinct customer segments with different needs, you might need different primary CTAs.
When the decision is complex: For high-consideration purchases, people might need more information before they're ready for your primary action.
The key is intention. Every choice you present should serve a specific strategic purpose, not just give you more ways to capture leads.
—
The human brain can only process so much at once. But it’s not a limitation, it's a constraint to respect and design around.
When you honor your reader's cognitive limitations by giving them one clear next step, something magical happens: they actually take it.
The most successful copy doesn't give readers more options.
It gives them better ones.
Start with one message, one audience, and one action. Your conversion rates will thank you.
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