I have long believed my landing pages should only contain one option.
The average person is hit with so many small decisions every day that we inevitably get decision fatigue.
We forget that when someone hits one of our landing pages, in addition to the buttons that are available, there is another option: “No”.
Marketing research has shown that too many options on a landing page will inevitably lead to “No” because of that decision fatigue.
That’s why I have only included Spotify—I’ve wanted to reframe the choice from “A, B, C, or No” to simply “Yes or No”.
“Yes or No” is a much easier decision to make.
But I recently decided to start stress-testing this theory again, and the results were not quite what I expected.
Switching up my landing page
For years, I’ve been rocking a single button on my landing pages: Spotify.
A few months back though, I decided to add buttons for both Apple Music and Deezer.
This took my total options from one to three, taking me back into the “A, B, C, or No” territory.
Or so I thought.
My hypothesis for this change was that because people consume music on their platform of choice, introducing three options wasn’t actually creating an “A, B, C, or No” scenario.
It actually creates three “Yes or No” scenario options and a single “Yes or No” option for each individual.
For example, I listen to music on Spotify. That’s the option I’m choosing every time. I’m not even considering the other two.
So, for me, the above landing page is a “Yes or No” choice to click on Spotify or not, not a decision about which platform I want to choose.
My guess is most people are the same.
Changing my targeting
Because I adjusted the options on my landing pages, I decided to also test those targeting options within my ad sets.
I’ve traditionally only included Spotify in this top field and then narrowed for bands, genres, and affinities from there, but now I’m including Spotify, Apple Music, Deezer, and even YouTube and Amazon Music (full disclosure: I tested those options on my landing page as well before arriving at the three current options).
Not only has this opened up my audience definition dramatically, but it has also allowed me to access users I might not have otherwise gotten to.
Not everyone listens to music on Spotify, and even those who do don’t always profess interest in it on Meta’s platforms.
What’s happened
Since I started this little experiment, the overwhelming majority of my traffic has continued to go to Spotify.
No surprise there.
My traffic on Spotify has increased though, which is surprising. My guess is that because I’m hitting more platforms in my targeting, I’m finding more music fans in general, many of whom use Spotify but don’t claim it on social media.
I’ve also seen a decent uptick in traffic going to Apple Music and Deezer.
Again, no surprise there, but also kind of a surprise.
The surprise is that my hypothesis was correct.
It’s that multiple-yes/no-option thing.
As I’ve worked through this from the ground up again, I now understand that everyone has their platform of choice, and it just makes life easier for everyone if they can easily get to it from the same place.
Of course, having said that I still believe there is such a thing as too many options. If you want to include 10 different DSPs on a landing page, for example, maybe put that link in your bio.
People may want their platform of choice, but they can still get overwhelmed.
When I was including Amazon Music and YouTube alongside the three options I currently have, those additional two didn’t see much of an uptick at all, and I think it’s because people got overwhelmed.
Keeping it to a few choice options for ads—really, three—seems to be the magic number.
I have long believed my landing pages should only contain one option.
The average person is hit with so many small decisions every day that we inevitably get decision fatigue.
We forget that when someone hits one of our landing pages, in addition to the buttons that are available, there is another option: “No”.
Marketing research has shown that too many options on a landing page will inevitably lead to “No” because of that decision fatigue.
That’s why I have only included Spotify—I’ve wanted to reframe the choice from “A, B, C, or No” to simply “Yes or No”.
“Yes or No” is a much easier decision to make.
But I recently decided to start stress-testing this theory again, and the results were not quite what I expected.
Switching up my landing page
For years, I’ve been rocking a single button on my landing pages: Spotify.
A few months back though, I decided to add buttons for both Apple Music and Deezer.
This took my total options from one to three, taking me back into the “A, B, C, or No” territory.
Or so I thought.
My hypothesis for this change was that because people consume music on their platform of choice, introducing three options wasn’t actually creating an “A, B, C, or No” scenario.
It actually creates three “Yes or No” scenario options and a single “Yes or No” option for each individual.
For example, I listen to music on Spotify. That’s the option I’m choosing every time. I’m not even considering the other two.
So, for me, the above landing page is a “Yes or No” choice to click on Spotify or not, not a decision about which platform I want to choose.
My guess is most people are the same.
Changing my targeting
Because I adjusted the options on my landing pages, I decided to also test those targeting options within my ad sets.
I’ve traditionally only included Spotify in this top field and then narrowed for bands, genres, and affinities from there, but now I’m including Spotify, Apple Music, Deezer, and even YouTube and Amazon Music (full disclosure: I tested those options on my landing page as well before arriving at the three current options).
Not only has this opened up my audience definition dramatically, but it has also allowed me to access users I might not have otherwise gotten to.
Not everyone listens to music on Spotify, and even those who do don’t always profess interest in it on Meta’s platforms.
What’s happened
Since I started this little experiment, the overwhelming majority of my traffic has continued to go to Spotify.
No surprise there.
My traffic on Spotify has increased though, which is surprising. My guess is that because I’m hitting more platforms in my targeting, I’m finding more music fans in general, many of whom use Spotify but don’t claim it on social media.
I’ve also seen a decent uptick in traffic going to Apple Music and Deezer.
Again, no surprise there, but also kind of a surprise.
The surprise is that my hypothesis was correct.
It’s that multiple-yes/no-option thing.
As I’ve worked through this from the ground up again, I now understand that everyone has their platform of choice, and it just makes life easier for everyone if they can easily get to it from the same place.
Of course, having said that I still believe there is such a thing as too many options. If you want to include 10 different DSPs on a landing page, for example, maybe put that link in your bio.
People may want their platform of choice, but they can still get overwhelmed.
When I was including Amazon Music and YouTube alongside the three options I currently have, those additional two didn’t see much of an uptick at all, and I think it’s because people got overwhelmed.
Keeping it to a few choice options for ads—really, three—seems to be the magic number.
I have long believed my landing pages should only contain one option.
The average person is hit with so many small decisions every day that we inevitably get decision fatigue.
We forget that when someone hits one of our landing pages, in addition to the buttons that are available, there is another option: “No”.
Marketing research has shown that too many options on a landing page will inevitably lead to “No” because of that decision fatigue.
That’s why I have only included Spotify—I’ve wanted to reframe the choice from “A, B, C, or No” to simply “Yes or No”.
“Yes or No” is a much easier decision to make.
But I recently decided to start stress-testing this theory again, and the results were not quite what I expected.
Switching up my landing page
For years, I’ve been rocking a single button on my landing pages: Spotify.
A few months back though, I decided to add buttons for both Apple Music and Deezer.
This took my total options from one to three, taking me back into the “A, B, C, or No” territory.
Or so I thought.
My hypothesis for this change was that because people consume music on their platform of choice, introducing three options wasn’t actually creating an “A, B, C, or No” scenario.
It actually creates three “Yes or No” scenario options and a single “Yes or No” option for each individual.
For example, I listen to music on Spotify. That’s the option I’m choosing every time. I’m not even considering the other two.
So, for me, the above landing page is a “Yes or No” choice to click on Spotify or not, not a decision about which platform I want to choose.
My guess is most people are the same.
Changing my targeting
Because I adjusted the options on my landing pages, I decided to also test those targeting options within my ad sets.
I’ve traditionally only included Spotify in this top field and then narrowed for bands, genres, and affinities from there, but now I’m including Spotify, Apple Music, Deezer, and even YouTube and Amazon Music (full disclosure: I tested those options on my landing page as well before arriving at the three current options).
Not only has this opened up my audience definition dramatically, but it has also allowed me to access users I might not have otherwise gotten to.
Not everyone listens to music on Spotify, and even those who do don’t always profess interest in it on Meta’s platforms.
What’s happened
Since I started this little experiment, the overwhelming majority of my traffic has continued to go to Spotify.
No surprise there.
My traffic on Spotify has increased though, which is surprising. My guess is that because I’m hitting more platforms in my targeting, I’m finding more music fans in general, many of whom use Spotify but don’t claim it on social media.
I’ve also seen a decent uptick in traffic going to Apple Music and Deezer.
Again, no surprise there, but also kind of a surprise.
The surprise is that my hypothesis was correct.
It’s that multiple-yes/no-option thing.
As I’ve worked through this from the ground up again, I now understand that everyone has their platform of choice, and it just makes life easier for everyone if they can easily get to it from the same place.
Of course, having said that I still believe there is such a thing as too many options. If you want to include 10 different DSPs on a landing page, for example, maybe put that link in your bio.
People may want their platform of choice, but they can still get overwhelmed.
When I was including Amazon Music and YouTube alongside the three options I currently have, those additional two didn’t see much of an uptick at all, and I think it’s because people got overwhelmed.
Keeping it to a few choice options for ads—really, three—seems to be the magic number.
Whenever you're ready, there are four ways I can help you:
Subscribe to the Newsletter: Join our growing network of artists, creators, and entrepreneurs by receiving The One Thing directly to your inbox every week.
Book a Consultation: Schedule a one-on-one call with me to improve your marketing across paid advertising, social media, and more.
The Spotify Traffic Accelerator: Join the hundreds of artists who have successfully learned to automate their growth on Spotify using paid ads on Instagram.
Become a DuPree X Artist: Hire our team to manage your marketing across streaming platforms and social media so you can focus on what matters most—making music.
Whenever you're ready, there are four ways I can help you:
Subscribe to the Newsletter: Join our growing network of artists, creators, and entrepreneurs by receiving The One Thing directly to your inbox every week.
Book a Consultation: Schedule a one-on-one call with me to improve your marketing across paid advertising, social media, and more.
The Spotify Traffic Accelerator: Join the hundreds of artists who have successfully learned to automate their growth on Spotify using paid ads on Instagram.
Become a DuPree X Artist: Hire our team to manage your marketing across streaming platforms and social media so you can focus on what matters most—making music.
Whenever you're ready, there are four ways I can help you:
Subscribe to the Newsletter: Join our growing network of artists, creators, and entrepreneurs by receiving The One Thing directly to your inbox every week.
Book a Consultation: Schedule a one-on-one call with me to improve your marketing across paid advertising, social media, and more.
The Spotify Traffic Accelerator: Join the hundreds of artists who have successfully learned to automate their growth on Spotify using paid ads on Instagram.
Become a DuPree X Artist: Hire our team to manage your marketing across streaming platforms and social media so you can focus on what matters most—making music.