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A/B Testing Idea #19 - Reduce the number of categories and menu options displayed

Tactic_Reduce the number of categories and menu options displayed

Description

Offering fewer categories and/or menu options will help your visitors make better decisions and feel less overwhelmed.

Research shows that information overload results in less effective and satisfying decisions than when less information is presented or when fewer options are offered.

Initially offering too many default menu options may confuse and overwhelm your visitors. It is thus better to offer the possibility display further options only if they wish to.

Principles

  • Paradox of Choice (Schwartz, 2004)

The Research

Paradox of Choice

The Paradox of Choice explains the fact that having too much choice can in fact lead individuals to reach less effective and satisfactory decisions that they would have if presented with less choice.

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