In 2000, psychologists Sheena Iyengar (Columbia University) and Mark Lepper (Stanford University) ran an experiment in a California gourmet market.
On one weekend, they set up a tasting booth with 24 different jams. Another weekend, they offered just 6 jams.
The large display pulled in more people — 60% of shoppers stopped to sample. The smaller display drew only 40%.
But when it came time to buy?
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24 jams → only 3% of samplers made a purchase.
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6 jams → 30% made a purchase.
The smaller selection drove 10x more conversions.
The paradox of choice, in plain English
We like having options. But as Iyengar and Lepper’s data showed, more choices make it harder to commit. This is the paradox of choice: increased options can reduce the likelihood of taking action.
Why? Every decision uses mental energy. Psychologists call this decision fatigue — the gradual decline in decision-making ability after repeated choices. Once it kicks in, people default to the easiest option, which online often means closing the tab.
Where this shows up today
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E-commerce: A 2023 Baymard Institute UX study found that overly complex product filters increase cart abandonment by up to 12%.
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SaaS pricing: ProfitWell’s research shows that offering more than three pricing tiers can reduce sign-up conversion rates by 14–20%.
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Streaming platforms: Nielsen’s 2024 State of Play report revealed that 38% of viewers say they’ve abandoned watching something because they couldn’t choose what to start.
The fix: reduce cognitive load
The most effective brands behave like a trusted guide, not a warehouse manager. They don’t overwhelm — they curate.
Three proven tactics:
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Limit visible choices — Lead with top sellers or most relevant picks, then allow deeper exploration. (Apple famously limits visible configurations before showing full tech specs.)
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Guide the decision — Use labels like “Best Value” or “Most Popular.” In one Booking.com A/B test, highlighting a single “recommended” option increased bookings by 15%.
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Sequence complexity — Break big decisions into smaller ones. Shopify stores that move color/size selection after adding to cart often see conversion lifts of 5–8%.
Why fewer choices convert better
When the mental friction is lower, confidence in the decision is higher. Confidence leads to follow-through — fewer abandoned carts, fewer second thoughts.
You’re not removing freedom. You’re removing friction.
The takeaway for decision-makers
Your competitors are adding SKUs, packages, and customizations thinking it’s a competitive advantage. Often, it’s the opposite.
If you want higher conversions:
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Cut down visible complexity.
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Lead people toward a clear starting point.
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Protect decision confidence like it’s part of the product.
Because customers don’t really want every option — they want the right option, without the mental gymnastics.
