A/B Testing Idea #71 - Simplify and restrict options available to customers to choose from

Tactic_Simplify and restrict options available to customers to choose from


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 


  • 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.

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