Does Offering More Choices Actually Tank Conversions?
More choice equals freedom, right?
Well, yes, but there’s a good body of evidence that the more choices we are presented, the less happy we are with the one we make.
What does that mean for conversions, though? Retention? Revenue?
The Psychology of Choice
The most famous, and I believe the first, study that pointed to the adverse effects of choice was in 2000 and the subject was jam. Researchers found that more people purchased jam when there …read more