Choice Overload

Fewer options -> More purchases

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22 sec

In behavioral economics, it's called Choice overload.

The more time the customer spends on making a decision → the less likely they are to be satisfied with it.

While many people like having more choices, having too many choices can end up making it impossible to decide at all.

A well-known study found that consumers were 10x more likely to buy a jar of jam when given a choice of 6 to choose from, rather than a choice of 24. (30% vs 3% conversion rate)

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Takeaway?

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‍Offer less, sell more.

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Choice Overload

Fewer options -> More purchases

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