So maybe your advisor applet actually helped people, they were not buying just because it was the best choice for them given all the additional information you

So maybe your advisor applet actually helped people, they were not buying just because it was the best choice for them given all the additional information you were now giving them? > I still don't know why it hurt conversions, but it did. Maybe people were indecisive and you just saved them trouble of trying stuff to find out for themselves. If it was a service, then maybe they were signing up just to try because they weren't sure, and then taking advantage of sunk cost fallacy by pulling out an Amazon Prime strategy. Or, maybe without the advisor applet they might sign up thinking they can get away with the cheapest version (e.g. like people who purchase 3-5 EUR/month VPS), but with the applet you deny those hopes right away. If it was physical products, then you might have helped them out of a bad purchase. > So we moved it from the homepage to a FAQ section of the site, and hardly anyone ever used it at all. Yeah I wouldn't expect to find it there. In the footer, maybe. But not in the F.A.Q., so there's that.