The Paradox of Choice: Why is there less options to increase sales?

[cite_start] E-commerce businessman, website owner, or even marketers who are creating online sales Have you ever encountered a problem with this world? We try to "dedicate" to create many products or services. Intend to have customers "A lot of options" because I think there are more Customers should be even more "pleasing" and "decided to buy easier" but in reality It turns out that the customer "came in to see" and then "Press to close the window" or sometimes "Choose all the baskets" but "refusing to press to pay" once! [Cite: 139] It's a "frustrated" and "confused", right? This is the "trap" that many people overlook. Which has a psychological name ** "The Paradox of Choice" ** or "the controversiality of having too much options" [cite_start]

In an age of "overwhelming information" and "unlimited options", consumers' decisions are not easy. [CITE: 140] [cite_start] You may think that having 50 products to choose from is only 5 types, but in reality The more options, the more customers are "confusing" "hesitant" and finally "do not decide to buy" at all! [CITE: 167] This article will take you to "in -depth" about the cause of this problem, ready to open the "secret" that will help you "reduce the options" wisely to "increase sales" and "change the audience into an incredibly"! If ready ... go to discover the "secret" that will make your business "better sell", even if there are fewer options!

The real problem in life: "There are a lot to choose from ... but why not buy?"

Have you ever walked into the supermarket and found a jam rack with more than 30 kinds of jams to choose from? [cite_start] or open the E-Commerce website and find the product page with the same white underwear as well. But there are tens of products and small details differently? [Cite: 157] [cite_start] At first You may feel "Wow! There are a lot of options. "But not long after you started" dizzy "" confused "and finally, maybe "Walk out of bare hands" without buying anything! [Cite: 157] This is a real situation that occurs with your customers more often than you think.

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The common problem is Customers enter your website. Saw many products But it took a long time without deciding to click "Pick up the basket" or "Buy now" [CITE: 139] [cite_start] or worse is Customers may already choose the product in the basket. But when reaching the payment page Instead, leaving the basket to be stubborn. [Cite: 139, 171] Not because your products are not good. But because of customers "Do not know what to choose" or "afraid to choose the wrong", which finally leads to "Don't choose anything." This is one of The blind spots that make the Conversion Rate do not meet the target.

Why does that problem occur: trace "confusion" in the heart of the customer.

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This problem is not caused by customers' mistakes. But it is a more complex psychological mechanism. The "The Paradox of Choice" is proposed by Barry Schwartz. American psychologists [Cite: 261] [cite_start], which explained that "Although we believe that having a good choice But when the choice is too much Instead cause suffering. "[Cite: 261] and lead to negative results in decisions.

The main reason that causes too many options to become a problem. There are as follows:

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• ** "Cognitive Load: ** When there are a lot of options The brain must work harder in processing. Compare price features and advantages and disadvantages of each option. Causing mental fatigue [Cite: 147]
• ** "Fear of Missing Out - Fomo: ** Customers will start to think that "If I choose this one Will I miss anything from other options? "[Cite_Start] This concern makes the decision more difficult [Cite: 172].
• ** "Later feelings" (Regret): ** Even if already bought Customers may still think that "Did I decide correctly? Should you choose another type? "[Cite_Start], which leads to long -term dissatisfaction [Cite: 172]
• ** "Exaggerated expectations": ** When there are many options Customers will expect "The most perfect option" for them and when you can't find it Will be disappointed and not decided to buy in the end

If left, how will it affect: the disaster that comes with "options"

If you still let your E-Commerce website or your service page be too much with too much options. Without dealing with "The Paradox of Choice", you will face the effects of "eating" sales slowly and business opportunities. But violent

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• ** Conversion Rate, plummeted: ** This is the most obvious effect. When customers are confused Dare not decide The rate of change from the visitors will be reduced significantly. [Cite: 168] The money you throw in the market to pull people into the website will waste empty.
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• ** The rate of leaving the basket is high: ** Customers may press the product into the basket. But when the payment process that has to be decided to choose the details again, they may "give up" and leave the basket. [Cite: 171] You lose the opportunity to sell unfortunately.
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• ** Customers are not satisfied in the long run: ** Although the customer has already decided to buy If he feels that the process is difficult Or still not sure if choosing the best or not May lead to dissatisfaction And don't come back to buy again. [Cite: 172]
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• ** Lost the opportunity to build a loyal customer base: ** The experience of buying is not smooth. Will make customers not impress and loyalty to the brand [CITE: 172], which has a negative effect on business growth in the long run.
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• ** Increased marketing expenses: ** When the conversion rate is lower, you will have to spend more money on advertising to create the same sales. Or may have to spend more budgets to draw new customers To replace the lost old customers [Cite: 173]

Understanding the design psychology for conversion will help you avoid these effects.

Is there any solution? And where should it start: "Reduce to add" secret formula to turn the sales.

The good news is "The Paradox of Choice". There is a solution! [Cite_START] Smart choice reduction Does not mean that you have to limit the product until there is nothing to choose from, but it is "organizing" and "presenting" options for customers to make decisions easier! [Cite: 148] This is a way you should start:

1. Reduce the number of options (Optimal Number of Choices):

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• ** Rules 7+-2: ** Although not a fixed rule But generally Humans can handle the data best when there are about 5-9 options. [Cite: 147] Consider that your products or services can be group. Or can reduce the number of similar options?
• ** Organize products/services: ** instead of showing everything in one page Try to arrange a small category. Or create a clearer package

2. Focus on the recommended options (Highlight Recommended Options):

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• ** "Best Seller" or "Recommended": ** Clearly which option is "popular" or "best" for most customers. [Cite: 170] This will help reduce the burden of customers' decisions a lot.
• ** Compare tablet tables: ** If there are many options Use comparison tables that clearly see the differences and benefits of each option.

3. Use effective filters and search and search systems:

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• ** Easy to use filters: ** Allow customers to limit the options by themselves, such as colors, sizes, prices, qualifications [cite: 148]
• ** Accurate search system: ** Make sure that customers can find products they want to find quickly.

4. Create a package or product (Curateed Bundles/Packages):

• Instead of allowing customers to choose everything Try to arrange a set of products together. Or service packages that meet the specific needs Will help customers feel more valuable and comfortable

5. Use Social Proof (Social Proof):

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• Reviews, stars scores, or the number of buyers Will help customers see what others choose And feel more confident in making decisions [Cite: 211]

The use of these techniques Will help reduce the hesitation and increase sales opportunities. Consulting experts in E-Commerce Optimization can provide specific advice to your business.

Examples from the real thing that used to be successful: "From 24 flavors, only 6 ... sales are 3 times!"

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To prove that the concept of "Paradox of Choice" and "reduction to increase" it really works. I would like to give an example from the classic case study of Sheena Iyengar and Mark Lepper, who experimented with "Jam" in 2000 [CITE: 261]. This is a story that changes the perspective of many people:

Previous problems: "Jam too much ... No one bought." [Cite_Start] in a supermarket Have set up a booth for customers to taste and buy In the first time, there are 24 flavors to choose from, which seems to be "Heaven of Jam Jam" [Cite: 261] [Cite_Start] Many customers (about 60%) come to see and taste. Because I feel that there are interesting options [Cite: 261] [cite_start] but in the end Only 3% of customers decided to buy jams [CITE: 261], despite attracting a lot of people. But instead closed very little sales

How to solve the problem: "Reduce options ... add decisions" [Cite_Start] one day. The research team has changed the number of jams on display. Reduced to only 6 flavors! [Cite: 261] Looks superficially like reducing sales opportunities. But the result is the opposite!

Amazing results: "Sales increase up to 10 times!" [Cite_Start] Although the number of customers visiting the booth will decrease slightly (about 40%), but the shocking is ** The number of customers who decided to buy a lot of the jam! ** From 3% in the group with 24 options to 30% in the group with 6 options! [Cite: 261] [cite_start] That means Reducing the options of the jam to 4 times, resulting in 10 times the sales increase! [Cite: 261] This is a clear example that making customers feel that How is the decision easier to lead to a higher conversion

This lesson from "Jam" points out that sometimes "less" in the world of sales. Reducing ideas and helping customers make decisions easier. Is the key to the true sales

If wanting to follow, what to do? (Can be used immediately): "Adapt ... sales!"

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Read here You probably already see that "The Paradox of Choice" is not a distant matter. And there is a tangible way to handle [Cite: 178]. If you are ready to "change" your E-Commerce website, "bestseller" by "reducing smart options". This is the checklist that you can apply immediately:

1. Check the "Pain Points" of customers on the website:

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• ** Google Analytics/Hotjar: ** See which pages that customers spend abnormally long, bounce rate, or where are the special baskets? [Cite: 171] This may indicate that there are too many options.
• ** User Testing: ** Try to give a small group of people. Try using your website. And notice that they have problems in deciding where to buy

2. Analyze and organize products/services:

• ** Limited number of products shown in the main category: ** If there are many products Try to hide the options of the product in detail. Or use filters to help
• ** Create a "introduction package" or "Starter Kits": ** For new customers that may not know where to start
• ** Decide unnecessary products: ** Very little sales products Or with overlapping features with other ones May consider removing

3. Design page/service for "easy" and "clear":

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• ** "Highlight" Popular option: ** Use the "Best Seller" label, "Popular" or "Recommended" [Cite: 170]
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• ** Reducing unnecessary text: ** Explain the product features to be tight and straight. Emphasize the benefits that customers will receive [CITE: 185]
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• ** Use clear illustrations and communicate well: ** help customers understand the product faster without having to read much details [Cite: 186]
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• ** Call-to -ction (CTA) must be outstanding: ** "Pick up the basket" or "buy now" must be clearly visible. Use contrasting colors And there is a message that stimulates the decision. [CITE: 198] The A/B Testing CTA button can help a lot.

4. Updated the checkout process to be as smooth as possible:

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• ** Reduce the number of steps: ** Trying to finish paying on one page or the least number of steps [CITE: 205]
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• ** Request information as necessary: ​​** Do not request information that is not related to ordering or delivery [Cite: 206]

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These improvements can be done on the platform like Webflow, which is highly flexible to customize UX/UI for sales. [Cite: 179] Having a team of UX/UI designs will help you to perform effectively.

Questions that people tend to wonder And the answers that are cleared

To give you even more confidence in the use of "The Paradox of Choice" to adapt. I have compiled a common question. With a clear answer

Q: Reducing options Will make customers think that our products/services have little to choose from Not interesting or not?

A: Not at all! [cite_start] On the other hand Reducing smart options will make customers see the "value" of each product more clearly. And reduce the confusion in the decision. [CITE: 147] [Cite_Start] You do not reduce the "value" of the product but reduce the "burden" in the decision of the customer. [Cite: 149] It is important to focus on the quality and differences of the options you offer.

Q: And how do we know that "The right number of options" is how much?

A: No fixed numbers! [cite_start] "The right amount" depends on the type of product, target group, and the complexity of the product [CITE: 271] [cite_start] you can start by using the main "7+-2". [CITE: 147] [Cite_START] and then "experiment" and "measure" with A/B Testing [cite: 202]. How to change or use Personalization To present an option related to each customer

Q: If our products are really many types, what should I do? Will it be reduced all?

A: No need to reduce all! [cite_start] but use the "structure" and "presentation" that is smarter [cite: 273]

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• ** Use clear categories and filters: ** Allow customers to easily limit their search by themselves. [Cite: 148]
• ** Specific Landing Page page for each product/service group: ** for customers coming from various channels Found what he wanted immediately
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• ** Create a "route" different usage: ** For each group of customers To guide the most relevant options [Cite: 273]

Q: In addition to the number of options Is there anything to be careful about UX/UI related to conversion?

A: Of course! [Cite_START] Speed ​​of Page Speed ​​( Cite : 228] [Cite_Start], Design to be easy to use on mobile phones (Mobile-Friendly) [cite: 219] [cite_start], and Trust signals [cite: 211] [cite_start] such as customer reviews or logos, safety certification It is a very important factor that affects the Conversion Rate. [Cite: 174]

Summary to be easy to understand + want to try to do: "Less ... but sell better!"

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In the E-Commerce world with high competition Having a lot of products or services to choose from may not be "the advantage" always! [CITE: 140] Lessons from "The Paradox of Choice" teach us to understand that sometimes "give less options" is the most powerful "strategy" in the "unlocks" of your website's sales potential.

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Remember that Your customers do not want to "waste time" or "headache" with choosing, but they want "what is right" and "decide confidently." [Cite: 147] When you reduce the burden of ideas. Help them guide them And make the decision -making process the easiest You are creating excellent "experience" which leads to a "sales" that is sustainable.

It's time for you to "do" and "revolution" your website! [cite_start] Beginning with the analysis of "blind spots" that causes customers to be confused, try "reduce the number of options" at some points, "organize" products clearly, "emphasizing the recommended options, and" update "form or payment procedures to be as smooth as possible. [CITE: 253] Do not let the "hesitation" of customers come to hold your "sales" anymore!

Ready to "change" the problem "Paradox of Choice" to be "golden opportunity" to increase sales yet? [Cite_START] Let Vision X Brain be "Assistant" Advisor and Design your E-Commerce. "Click and buy" can actually buy "[CITE: 286]. Click here to consult our experts! Or if wanting to study more about The feature on the webflow that helps to upgrade your website. Can do as well

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