The Tyranny of Choice
I’m working on a new client biz this week (one I think is really cool, but more about that when we launch in a couple of months). And, in doing my “sanity check” analysis, I’m doing a lot of web surfing of all kinds of shopping sites. Ah-yahhh! I’m exhausted. What to buy? Can I find one better elsewhere? What’s the return policy? Could I buy this cheaper locally? Sites like Amazon, while useful, have crammed so much into their various categories, it ends up making me both nervous and irritable. (Full disclosure: I do provide direct links to Amazon for recommended books and music, more for your convenience than my compensation, which comes out to about a dime a purchase or some silly amount. And, their “one click” purchase option is a nice user-friendly touch.)
Really brings home the tyranny of choice we face in our oh-so-wealthy society. Just dropping by the local Walgreen’s, we’re faced with a gazillion choices in mundane items such as shampoo and toothpaste (which is - let’s face it - all pretty much the same). Add the choices made possible by the Web and we end up in jittery decision paralysis and/or anxiety-ridden buyer’s remorse (I bet I could have found one better, if I’d just looked longer!) All this choice is making OCD (Obsessive-Compulsive Disorder) a normal condition for shoppers.
So, my point (and I do have one) is that less choice can actually lead to more and quicker sales. It also makes for happier customers, since they’re not obsessing about if they made the right decision. And, there have been multiple studies to back this up. One recent series “When Choice is Demotivating” included a study of a gourmet food store. Seems the more jams that were available for tasting, the less people bought. 30% of people exposed to six jars actually bought a jar; only 3% of those exposed to a large array (all 24 varieties) did so. Me? Give me three to five choices, concisely explain/demonstrate WIIFM (What’s In It For Me), treat me with respect, and I’m a happy shopper (AND buyer).
Read More: The Paradox of Choice : Why More Is Less
Related Post: Lotsa choices = less sales
View the Blog Roll