“One option is not really an option”
Customers click and buy more when there’s a link accompanying your big ‘buy now’ button (CTA). I personally call this persuasion technique the “Hobson+1 Effect” and it applies to most (but not all) of your visitors.
At Online Dialogue we’ve run lots of A/B tests proving this persuasion technique (see some examples below): We simply add a second link very near to the ‘big button’ on a page. Links like ‘more information’, ‘add to wishlist, ‘direct checkout’, ‘tweet this’, or simply ‘print this page. They all tend to increase sales (conversion)…
Hereby a psychological explanation …