Research undertaken at Columbia University found that when presented with a choice of 24 jam flavours, 3% of subjects made a purchase. By contrast, when presented with just six flavours, 30% made a purchase. While intuition might tell us that the more choice we offer, the better – this is just one of the hundreds […]

Research undertaken at Columbia University found that when presented with a choice of 24 jam flavours, 3% of subjects made a purchase. By contrast, when presented with just six flavours, 30% made a purchase. While intuition might tell us that the more choice we offer, the better – this is just one of the hundreds of research and empirical studies that demonstrates that purchases are higher when the number of options is fewer. Research suggests that the optimal number of choices for most products is between three and seven, depending on the product category. There are three excellent reasons why limiting the number of choices is beneficial: It speeds up the decision-making process It simplifies the decision-making processIt is more likely to lead to customer satisfaction Think about your own experience. What do you prefer – a restaurant with a short menu of quality offerings or a restaurant with a…