More Choice = Less Freedom

by | Jun 9, 2009 | Marketing & Selling

In my meanderings about he web, I came across this book by Barry Schwartz called The Paradox of Choice: Why More Is Less.

And it struck me that this was something that one of my mentors, Adam Urbanski, says often, that a confused mind will not make a decision. This is why offering your prospects too many choices at the point of sale can actually reduce your conversion rate.

Think of this. When you go to a buffet restaurant, what do you eat? Do you select just one meal and truly enjoy it? Or do you get a little bit of everything? Which is a more satisfying meal?

There is a burger chain in California, Nevada, Utah and Arizona called In-N-Out Burger. It has a very limited menu: 1 or 2 patty burger, with or without cheese, soda, two kinds of shake and french fries. When you go there, you don’t have much choice of what to eat. However, the quality is good and the place does very good business and has been steadily growing its market (when I first heard of the place, about 15 years ago, it was only in Southern California).

So I think there is something to this “Paradox of Choice.” I looked around and found this video on YouTube that shows Dr. Schwartz explaining the concept behind his book. I think it is definitely worth watching and then thinking about how this could apply to you in your business.


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