Giving people more options feels like the safer choice. But sometimes, more choice just gives people more reasons not to choose at all.

The Paradox of Choice

A well-known study by researchers Sheena Iyengar and Mark Lepper set up a jam-tasting booth in a grocery store. One version displayed 24 different jams, another displayed just 6. The 24-jam table pulled in more browsers, about 60% of shoppers stopped to look, versus 40% at the 6-jam table. But when it came to actually buying, the smaller display converted far better, roughly 30% of those shoppers bought a jar, compared to just 3% at the bigger table.

More options attracted attention. But fewer options is what actually got people to decide.

And that distinction matters in marketing.

The more similar options someone has to compare, the more mental effort it takes to decide. At a certain point, people stop trying to find the “best” option.

They delay the decision.
They tell themselves they’ll come back later.
Or they leave without choosing anything.

That doesn’t mean you should always reduce everything to one option.

The problem is usually too many choices without enough differentiation or guidance.

Sometimes improving conversion isn’t about giving customers more. It’s about making the decision easier.

Interested in more? marketingwithivi.com
Follow along on Instagram: @marketingwithivi