If you take a kid to a candy store, what happens? The kid doesn’t know what to get, and in many cases he or she becomes overwhelmed and confused as there are too many options.
A Columbia University professor did a study in which she tested if more options lead to great sales.
In a California gourmet market, Professor Iyengar and her research assistants set up a booth of samples of Wilkin & Sons jams. Every few hours, they switched from offering a selection of 24 jams to a group of six jams. On average, customers tasted two jams, regardless of the size of the assortment, and each one received a coupon good for $1 off one Wilkin & Sons jam.
Here’s the interesting part. Sixty percent of customers were drawn to the large assortment, while only 40 percent stopped by the small one. But 30 percent of the people who had sampled from the small assortment decided to buy jam, while only 3 percent of those confronted with the two dozen jams purchased a jar.
This study shows that offering more options isn’t necessarily the smartest thing out there. By reducing the number of options you are giving your visitors and by only offering them your best options, you are more likely to get them to convert into paid customers.
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A worthy lesson to consider relative to your web site, your landing pages, etc. KISS.
See on www.quicksprout.com