Understand Your Buyer > How People Work > Overchoice
What is it?
Over choice looks at the fact that the human brain can only process so many decisions at once, too many decisions and no decision is made as there is “over choice”.
Why does it work?
It works because it reminds us to simplify our offering and “step” our clients through the products and services we offer rather than presenting them with a plethora of options. If you present less choices, the client is more likely to make a choice.
How can you use it?
Think about your products and services. Think about your website. Think about your emails. Can you strip away some of the choices & information you communicate completely, or at least split it out so clients receive it in a step-by-step fashion?
Example
A restaurant offers a 10-page menu with over 120 dishes. There are five different sections just for pasta, seven for meat dishes, and a drinks menu that reads like a phone book. Customers end up spending ages trying to decide what to order, often feeling overwhelmed and frustrated.
In contrast, a competitor nearby offers a short, curated menu of 10 popular dishes, making it easy for customers to pick quickly and feel confident in their choice.
This is over choice in action – too many options result in decision paralysis, while a smaller, well-structured selection drives faster, easier buying decisions.
See also
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