Home
A/B Testing Idea #71 - Simplify and restrict options available to customers to choose from
Description
People will often not chose a product if they are presented with a wide range of products to choose from. There is a risk of them being overwhelmed and thus not choosing anything. In order to avoid this, it's better to remove unnecessary items from a list and leave only items that are suitable for them.
Asking a question is a good way to start, for example "which room do you wish to furnish?" for a furniture shop, so you can then display them furniture related to this room. Ideally, you will then give the user 3-4 categories to choose from, such as "bedroom", "living room", "kitchen" and "bathroom". Once the user clicks one of these they will be shown a relevant, smaller list of items.
Inspired by Nick Kolenda
Principles
- Processing Efficacy (Jacoby & Dallas, 1981)
- Paradox of Choice (Schwartz, 2004)
The Research
Processing Efficacy
We tend to prefer things that are simple for us to understand or use.
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.
Oops, you have reached your limit of 1 free tactic per hour
To get unlimited access to our 250+ tactics,
Join our FREE mailing list
Or wait 00:59:59
Congratulations!
You have unlocked our library of 250 tactics.
Keep learning or sign up to Convertize.com to start
implementing them directly in your webste.
