The simpler - the better

In 2000, psychologists Sheena S. Iyengar and Mark R. Lepper published a study on jam and choice—and it is now cited by many experts.

In an expensive grocery store in California, researchers set up a display counter where customers could try jam samples. In one version of the experiment, six different varieties of jam from the same manufacturer were displayed on the counter, and in the other - 24. After tasting the samples, potential customers were offered coupons that allowed them to receive a discount when purchasing this jam.

According to the traditional selection theory, counters with a greater variety of jams attracted the attention of more customers. However, unsurprisingly, the counter with a smaller selection resulted in more sales: 30% of those who approached the counter with six varieties of jam used their discount coupon to purchase that product, while only 3% of those who approached the counter with a wider selection made a purchase. , who tried the jam.

As you can see, too much choice leads to lost sales. Some psychologists call this the "paradox of excess choice." They argue that too much choice leads to fewer purchases, less customer satisfaction, and less product preference.

What should be done?

1. Do not overload potential customers. Regardless of whether consumers experience negative emotions as a result of the excess of choice or not, there is little reason to think that it leads to positive emotions. Given that offering multiple options tends to cost manufacturers more (remember, for example, the basic principles of economies of scale), it makes sense not to waste time and effort on a variety of options. It is worth focusing attention on one product.

2. Simplify the product evaluation process. Consumers want to be able to make informed decisions about the purchases they make in an easy and balanced way. Many supermarkets offer 'value checks' to compare their prices with those of competitors. Such tactics allow buyers to do this easily and quickly. The main thing is that the information provided by you is reliable and not misleading. If these comparisons turn out to be unfair, consumers will lose interest in you very quickly.

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