There can also be versions of just about every product. If you’re selling gym memberships, you only have one product: the gym—but you can offer people a yearly subscription or a monthly subscription. If you’re offering people popcorn, you can sell it in multiple sizes. Whatever you’re selling, there are ways to make multiple versions of it.

The reason why this is so important is that it gives control to the person who’s trying to make the decision. If someone abandons your sales page, you could put out a Facebook retargeting ad that says, “By the way, did you know that there’s more than one option here? Here’s option A, here’s option B.”