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A/B Testing Idea #18 - Reduce the number of default filter options
Description
Offering fewer default filter options on your homepage will help your visitors to 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 filter options may confuse and overwhelm your visitors. It is thus better to add the option of “advanced filters” in which they can increase the number of filters as they wish (as in the drawing).
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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