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A/B Testing Idea #151 - Add a compare products option/tickbox
Description
Adding a product comparison option to your site will allow visitors to see the products that interest them without having to expend too much effort working out differences in features and costs. The easier and smoother you can make your site experience, the more comfortable and confident users will feel.
Moreover, offering fewer product options through the comparison option will help customers to make better and more satisfying decisions.
Research has shown that information overload leads people to make worse decisions or to reject making any decision at all.
Principles
- Cognitive Ease (Khaneman, 2011)
- Paradox of Choice (Schwartz, 2004)
The Research
Cognitive Ease
The ease with which our brain processes information and how the level of ease impacts how positively we feel about something.
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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