Avoid Option Overload


Option overload is the enemy of decision-making.

So much so that many users will behave in ways that actively undermine their own self-interests if it means they can avoid choosing between unclear options.

This is why groups debate which restaurant to order takeout from long past the point they went from merely hungry to ravenous. It’s why people walk into a store with 100 different types of the thing they want to buy and walk out with nothing.

And it’s why too many choices leads to poor conversion rates.

While people think they want lots of choices, the reality is that we function best with a limited set of clear options.