In an effort to break through the clutter and get the attention of more potential customers, are marketers going too far? A recent article from Forbes reported that decision simplicity was the number one driver of likelihood to buy, and the impact of simplifying purchase decisions for consumers is 4x stronger than the favored marketing strategy of engagement.

In fact, research company Corporate Executive Board (CEB) also found that a 20% increase in decision simplicity results in a 96% increase in customer loyalty, 86% increase in likelihood to purchase, and 115% increase in likelihood to recommend.

CEB is not the first organization to tout simplicity as a key driver in increasing conversions and sales. MarketingExperiments also advocates for limiting “unsupervised thinking” among your prospects in order to effectively guide more people to conversion. As it relates to landing pages, many marketers have adopted a lot of best practices based on this principle — removing navigation and distracting calls-to-action, keeping forms short, and clearly advertising the value of the offer. But this principle is applicable to all areas of our marketing — by simplifying our marketing, we can illuminate the path to conversion to drive better results. – href="http://blog.hubspot.com/blog/tabid/6307/bid/33375/16-Ways-to-Simplify-Your-Prospects-Decision-Making-Process.aspx?utm_source=feedburner&utm_medium=feed&utm_campaign=Feed%3A+HubSpot+%28HubSpot%29&utm_content=Google+Reader">16 Ways to Simplify Your Prospects’ Decision-Making Process by Ellie Mirman