{"id":11560,"date":"2018-07-02T09:56:39","date_gmt":"2018-07-02T14:56:39","guid":{"rendered":"https:\/\/www.invespcro.com\/blog\/?p=11560"},"modified":"2026-08-10T18:23:49","modified_gmt":"2026-08-10T18:23:49","slug":"simplicity-over-abundance-of-choice","status":"publish","type":"post","link":"https:\/\/www.invespcro.com\/blog\/simplicity-over-abundance-of-choice\/","title":{"rendered":"The Paradox of Choice in Web Design: Simplicity vs. Abundance of Choice"},"content":{"rendered":"<span class=\"span-reading-time rt-reading-time\" style=\"display: block;\"><span class=\"rt-label rt-prefix\">Reading Time: <\/span> <span class=\"rt-time\"> 10<\/span> <span class=\"rt-label rt-postfix\">minutes<\/span><\/span>\t\t<div data-elementor-type=\"wp-post\" data-elementor-id=\"11560\" class=\"elementor elementor-11560\" data-elementor-post-type=\"post\">\n\t\t\t\t\t\t<section class=\"elementor-section elementor-top-section elementor-element elementor-element-2fb9a715 elementor-section-boxed elementor-section-height-default elementor-section-height-default\" data-id=\"2fb9a715\" data-element_type=\"section\" data-e-type=\"section\">\n\t\t\t\t\t\t<div class=\"elementor-container elementor-column-gap-default\">\n\t\t\t\t\t<div class=\"elementor-column elementor-col-100 elementor-top-column elementor-element elementor-element-22803893\" data-id=\"22803893\" data-element_type=\"column\" data-e-type=\"column\">\n\t\t\t<div class=\"elementor-widget-wrap elementor-element-populated\">\n\t\t\t\t\t\t<div class=\"elementor-element elementor-element-19c19ee1 elementor-widget elementor-widget-text-editor\" data-id=\"19c19ee1\" data-element_type=\"widget\" data-e-type=\"widget\" data-widget_type=\"text-editor.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t\t\t\t\t<p><a href=\"https:\/\/www-thehindubusinessline-com.cdn.ampproject.org\/c\/s\/www.thehindubusinessline.com\/catalyst\/what-will-make-consumers-choose-your-brand\/article23917454.ece\/amp\/\">Prof Sheen Iyengar of Colombia University is one of the world\u2019s leading experts on the psychology of humans<\/a> when it comes a choice.<\/p><p>She conducted experiments early in her tenure that were groundbreaking. She set up a tasting table at a grocery store, offering visitors a taste of an assortment of 24 different jams. 60% of the shoppers stopped by and took a taste. But then she set up a table with just 6 flavors. A lesser amount of 40% of shoppers stopped by and took a taste.<\/p><p>But the kicker was that 30% of those who stopped the 6-choices table ended up making a purchase, vs. a measly 3% of those who stopped by at the table with the larger assortment.<\/p><p>This study <em>\u201craised the hypothesis that the presence of choice might be appealing as a theory,\u201d<\/em> <a href=\"http:\/\/www.aimdirectcreative.com\/jam-and-the-rise-of-choice-paralysis\/\">Professor Iyengar said last year<\/a>, <em>\u201cbut in reality, people might find more and more choice actually to be debilitating.\u201d<\/em><\/p><\/div><\/div><\/div><\/div><\/div><\/section><\/div> <a href=\"https:\/\/www.invespcro.com\/blog\/simplicity-over-abundance-of-choice\/#more-11560\" class=\"more-link elementor-more-link\"><span aria-label=\"Continue reading The Paradox of Choice in Web Design: Simplicity vs. Abundance of Choice\">(more&hellip;)<\/span><\/a>","protected":false},"excerpt":{"rendered":"<p><span class=\"span-reading-time rt-reading-time\" style=\"display: block;\"><span class=\"rt-label rt-prefix\">Reading Time: <\/span> <span class=\"rt-time\"> 10<\/span> <span class=\"rt-label rt-postfix\">minutes<\/span><\/span>Prof Sheen Iyengar of Colombia University is one of the world\u2019s leading experts on the psychology of humans when it comes a choice. She conducted experiments early in her tenure that were groundbreaking. She set up a tasting table at a grocery store, offering visitors a taste of an assortment of 24 different jams. 60% [&hellip;]<\/p>\n","protected":false},"author":3,"featured_media":11562,"comment_status":"open","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[36,11],"tags":[577,87,245,578,109,579,580,581],"class_list":["post-11560","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-cro","category-ecommerce","tag-ab-testing-guide","tag-general","tag-intermediate","tag-mvt-guide","tag-resource","tag-simplicity","tag-the-abundance-of-choice","tag-the-choice-paradox"],"_links":{"self":[{"href":"https:\/\/www.invespcro.com\/blog\/wp-json\/wp\/v2\/posts\/11560","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/www.invespcro.com\/blog\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/www.invespcro.com\/blog\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/www.invespcro.com\/blog\/wp-json\/wp\/v2\/users\/3"}],"replies":[{"embeddable":true,"href":"https:\/\/www.invespcro.com\/blog\/wp-json\/wp\/v2\/comments?post=11560"}],"version-history":[{"count":3,"href":"https:\/\/www.invespcro.com\/blog\/wp-json\/wp\/v2\/posts\/11560\/revisions"}],"predecessor-version":[{"id":101175,"href":"https:\/\/www.invespcro.com\/blog\/wp-json\/wp\/v2\/posts\/11560\/revisions\/101175"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/www.invespcro.com\/blog\/wp-json\/wp\/v2\/media\/11562"}],"wp:attachment":[{"href":"https:\/\/www.invespcro.com\/blog\/wp-json\/wp\/v2\/media?parent=11560"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/www.invespcro.com\/blog\/wp-json\/wp\/v2\/categories?post=11560"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/www.invespcro.com\/blog\/wp-json\/wp\/v2\/tags?post=11560"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}