Simpler pages convert, complex pages impress
Every element on a page that requires a decision costs the user mental energy. Which plan should I pick? Should I read this section? Is this link important? Each micro-decision depletes the same cognitive budget they need to make the big decision: buy or not buy.
Hick's Law says decision time increases logarithmically with the number of choices. Four options take roughly twice as long to decide between as two. This applies to navigation items, feature lists, plan tiers, and image carousels.
Complex pages impress in internal reviews because they show everything the product does. Simple pages convert because they show one thing clearly and make the next step obvious.
The test is easy: remove one section from your landing page. Not the most important one. The one you're least sure about. If conversion stays the same or goes up, that section was adding complexity without adding value. Keep removing until you find the section that actually matters.
Count the number of decisions your landing page asks of a visitor. If it's more than 3 (read, evaluate, act), start removing until it's 3.
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