Show fewer choices at the point of sale, and test the result
Updated: Oct 11
More choice can bring people in but stop them from buying.
The study. Researchers from Columbia and Stanford set up a jam tasting table in a food store. Sometimes the table had 24 jams. Sometimes it had 6 jams.
The finding. The table with 24 jams attracted more people: 60% of passers-by stopped, compared with 40%. But only 3% of these visitors bought jam. With 6 jams, 30% of the visitors bought.
Why it matters. Many sellers think that more choice is always better. This study shows that too many choices can make people delay a decision. But later studies show that the effect is not always present.
The takeaway. Test a shorter list of choices at the point of sale. Use filters or a recommended choice to help buyers decide.
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