We often think that choice is a good thing for customers. Yet behavioral studies show that more choice leads to less action. A single, simplified call-to-action not only spurs more action but grabs more attention. Giving customers too many choices can start a psychological process known as "Overchoice". People become overwhelmed by calculating all the possible outcomes of their decision. Rather than making a decision, they will often end up leaving. To avoid Overchoice, we need to take a careful... Read More
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