When a Bit Less is Actually More

What if you went into a supermarket and only saw three types of dry cereal? Would you think something was wrong? Would you start thinking that the store was not up to your standards? After all, without your daily bowl of Cocoa Puffs, life just is not the same!

However, according to Barry Schwarz in "The Paradox of Choice, Why Less is More," sometimes a smaller choice is just what we need. In fact a larger choice makes us uncomfortable and may cause us not to buy anything at all.

In one study, researchers put up a display of unusual jams and then gave out coupons for a dollar off on any jam that people bought. They let people try the jams and then took note of how much was sold. In the first trial six varieties were available for taste testing. In the second trial, 24 varieties were available.

In both trials, people enjoyed testing samples. In fact they tried about the same amount of samples in both trials. However, as Barry Schwarz says, "Thirty percent of the people exposed to the small array of jams actually bought a jar: only 3 percent of those exposed to the large array of jams did so.

Why the difference? From Mr. Schwartz' research is seems that people are actually uncomfortable with too many choices for several reasons. First of all, we have a drive that causes us to desire to get the very best. With many different choices, we have difficulty deciding which choice is best. So, in order not to make the wrong choice, we avoid making any choice at all!

Second, for the same reason, we want the best, but don't want to take the time to try all the possibilities. So, rather than settle for a really good jam, we decide not to buy any.

Finally, since this store had such a nice variety of excellent jams, we think that maybe the next store will have even more!

As a marketer, does this mean that you should not offer a large variety to your customers? Not at all. However, it does affect the way that you present choice to them.

This is the thinking behind the squeeze page. When you see a squeeze page, you have a choice between only two - sometimes three - things to do. You can go on to another website, you can put in your name and email address or some squeeze pages allow you to choose an alternate link to see more options.

Look at how that affects the casual looker though. The average index page has 30 or 40 different choices to make. Many different links leading to many different areas - many of which are not obvious what will be on the landing page. In many instances, you get the same response as the man trying to sell 24 different types of jam. The customer will try another website.

However, when that person is given just 2 or 3 choices, then you have the ability to slowly offer additional choices at a rate that will be both acceptable and actually helpful to her.

By keeping the choices to a minimum, you are actually increasing your customers ability to make a choice, but they will be more satisfied with their decision.

Come to Extreme Affiliate Income now for more great articles by Ron McCluskey.