Less is more: Why limited range gives more sales

Many marketers and business people are convinced that the greater the range, the higher the probability that the purchase will be made. Indeed, psychologists say that a large selection allows a person to feel control over the situation. This is very similar to the truth. But the problem lies in the fact that the abundance of choice does not lead to an increase in sales.

The famous experiment with jam

In 2000, psychologists Iyengar, Huberman and Jiang put forward two hypotheses:

1. The wider the variety of assortment, the easier it is to customers to make a choice. When the options are many, they feel more confident in the fact that you have found the best option.

2. Nevertheless, too many choices can lead to "overload choice» (choice overload). In this situation, the motivation for the decision weakens. In other words, when a person sees more options, it is better to attract his attention, but in the final he could not make a choice at all.

These features of the behavior of customers perfectly illustrates the well-known "experiment with jam." In one of the grocery stores of California researchers found two tasting reception with probes jam exotic varieties. The first offers a taste 6 kinds of jam. In the second grade were four times more.

Researchers were interested in two numbers: the number of people who have shown interest in the rack, and the number of purchases, which were made after the tasting.

As a result, rack with 24 varieties of jam attracted 150 percent more tasters. But shopping went the opposite story. Of those who tried 6 types of jam, made the purchase of 30 percent of the people. Those who chose from 24 varieties bought in only 3 percent of cases.

Test with Jam
The experiment shows that at first sight, an extensive range of attracting more people. But in the end it reduces the motivation to purchase the most. Part of this behavior is explained by the so-called "cognitive load" in the memory of man.

In 2013, psychologists and Dak Jahed wrote that under the pressure of a high cognitive load people try to avoid any risk. The excessive number of options leads to the fact that buyers are simply lost. It is difficult to objectively compare the options and choose the best among them. Most would prefer to opt out of choice and go further.

In the experiment with jam and wrong. The more options, the higher the risk to make a mistake with the choice.

Experiment c chocolate

In the same year, Iyengar and Lepper have continued to investigate the problem of excess choice. In the new experiment buyers again divided into two groups. Participants were asked to choose the first of six different brands of sweets "Godiva". The second group had to choose from 30 varieties of chocolate of the same brand.

Unlike the experiment with jam, scientists not only to observe the behavior of participants. They also asked customers several times to assess the quality of the product - to a choice in the selection process and after the tasting. The difference in the experimental procedure is extremely important: the scientists were able to capture the moment when the party decides. This helped to determine why to choose from a wider range of choices more difficult and why increases the likelihood that people in general will not be able to make a choice.

1. First, participants were asked to predict how they will be satisfied with their choice.

2. In the process they were asked to evaluate the sensations they experienced: fun, challenge or frustration.

3. After tasting the participants were asked about the level of satisfaction with their choice.

As a result, participants in the second group (30 chocolates) longer enjoyed the selection process. But the subjects of the first were much more satisfied with their decision.

The experimental results lead to the following conclusion: if the choice is complicated, buyers feel frustration. The more options, the stronger will be responsible for the decision. Many people in this situation are not easy to make a choice at all.

Where are the 'abandoned shopping cart'?

Although the experiments were carried out offline, they are perfectly translated to the online commerce. In particular, it is the "choice overload" leads to the problem of abandoned baskets.

When one page users online store see too many variants of the desired product, they feel a high level of responsibility and even stress. They begin to doubt. It seems that you need to buy more time to pay more to read about the product or at least explore the reviews. The buyer is aware of: that the choice was made well, not enough information. As a result, he throws a basket and leaves.

Risk perception hinders choose

Experts in the field of psychology and behavioral economics have studied in detail the phenomenon of "stupor before a choice." It manifests itself when a situation of choice there is a significant difference in price and characteristics of the goods. The more serious consequences in the eyes of the buyer "wrong" choice, the more he will want to explore all options and make the most informed decision.

The more expert information is studying the buyer before making a choice, the more he wants nothing to choose. Robert Cialdini (author of "The Psychology of influence") in this regard as follows: advance people are meant to follow the tenets of authority figures, and with much more desire to do something when they removed from the responsibility for fully independent decision. "According to experts, this is the right choice, so I agreed to it" - so talk users.

How to test the mechanics of choice

The concept of "stupor before selecting" should be checked in practice. Perhaps give people less choice - it is the wrong choice for your business model. On the other hand, you always have the opportunity to create an alternative situation in which the cognitive load, if necessary, the choice will be reduced. To do this, you need to test the interaction of the elements that affect the frequency of adding items to your cart, the number of "abandoned baskets", conversion, average check and revenue from each customer.

Where to start experiments

1. Reduce the number of selections on a page.

2. Reduce the complexity of choice by limiting the number of parameters for comparison.

3. Release of visitors from liability for choice: give them expert advice, reviews, ratings and other social proof.

4. Take away the choice of risk: to offer the possibility to cancel the purchase after the payment, give guarantees and meet the buyer with the return policy.

Instead of conclusion

Studies of the features of consumer behavior have led to the fact that the British energy companies had to completely restructure the pricing. The law obliged them to reduce the number of submitted tariffs.

Customers made it easier to understand the conditions and select the appropriate tariff. Today companies can offer only four tariffs. To make it easier to compare, they are even required to standardize their descriptions.

It is curious how much time it will take to this practice is widespread in other sectors of the economy.