I’m confronted with the purchase of a new laptop, and am wracked with indecision. A common problem, perhaps? It’s easy to see why: With such a bewildering array of options available I simply can’t be bothered – or don’t have sufficient information – to make the choice.

12, 14, 15, 17 inch screens. 2, 3 4kg weights, battery life options, processors, RAM, all the other specs that I’m not interested in studying. It’s all there. For me to decide.

Intel Core Duo T2250 vs Intel Core 2 Duo 5500? Even stating CPU clock speed has become passé. In the good old days we had MHz and GHz.

I don’t even particularly want to use a laptop, but upcoming travel engagements dictate it as a necessity.

We constrained Wormly users’ choices.

And it did a world of good. Until quite recently, Wormly customers were presented with pricing for every nuance of the services we offer, and they could use as much or as little as they liked.

It seemed a brilliant idea at the time, to offer no more and no less than what they needed (wanted?), and to make sure they don’t have to pay for stuff they can’t use.

Brilliant, except that it ignored a fundamental principle: That customers rarely know what they want.

All they know is that they have a problem – and it’s up to you to present the right solution. By splicing up our services into 4 distinct product offerings that appeal to 4 unique customer profiles, we’ve drastically simplified the buying process and – quite unsurprisingly – substantially improved our lead conversions.

Is it easy to buy your product?