Marketers believe the more choices they give their customers, the easier it’ll be for them to make a decision. However, this isn’t the truth. More choices can prevent decision-making and cause usability issues.
Offering 100 different colored t-shirts ensures that the customer never finds what they’re looking for, and if they do make a purchase, they’re not satisfied with it.
Research Over Choice
A study conducted by Columbia University examined how giving more choices affected purchases. The experiment gave new customers 24* different jams to try and hopefully buy. And on a different day, they reduced the total jams to six.
Maybe it was the weather.
Maybe it was bad jam.
But the researchers found that the reduction in choice led to more sales. The real reason behind this: Too much choice is stressful. People don’t want to have to make hard choices at all hours of the day. Once a decision becomes a chore, it becomes much easier to avoid the decision altogether.
Making Your Business Transactions Frictionless
In business, you need to be as friction-less as possible.
- Fewer choices.
- Fewer sales pages.
- Less filler.
Less is actually better. Give the customers some breathing room. There’s a reason why simple minimalist websites are fan favorites these days.
They’re easy to follow, understand, and enjoy.
Think of an art gallery, for example. They have tons of wall space, but every time you visit an exhibit at almost seems empty.
There’s more white space than there is paintings. These simple setups lead to better digestion, which ends and increased sales.
Your primary goal needs to change from, “offering the most,” to preventing distraction and stress. Many businesses become successful in selling only one product – could yours?
A Smooth & Beautiful Path
In online business, you want the user to arrive at your end goal with as little effort as possible.
Understanding Apple Pay and On-Touch purchases should give you an idea of what direction to take.
Imagine a path filled with tree stumps, roots, poison ivy, and possibly bobcats…
And now, imagine a path paved, with water breaks, a camping area, and a trimmed mountain overlook. As well as a dog park!
Which one do you think your customers would prefer to take?
Unless you’re REI or Cabela’s, your customers are probably going to lean toward the paved path.
What you need to remember is simple: Less is more, less is better, and less leads to success.
When you build your website’s pages and navigation be as concise as possible. Use white space and visual hierarchy to give breathing room and break big tasks into smaller parts to reduce cognitive load.
A focused approach will require fewer choices from your users and more sales for your business.
Finally, everybody’s happy.