![]() There are three main areas where the paradox of choice can hurt ecommerce sites: the homepage, the cart, and the confirmation page. With so much space, it is easy to accumulate clutter. There is almost limitless real estate available in the digital space, which is why so many ecommerce sites are plagued by the paradox of choice. While brick and mortar retail products are limited by the physical constraints of in-store shelf space, online retailers can display ten times the amount of products on their sites. However, too much choice becomes clutter and leads to discontentment. After all, a Netflix catalog with only two choices would hardly be successful. This stressful experience is the result of the paradox of choice. Or, you make a seemingly random selection out of frustration but are still feeling unsatisfied thinking of all the other options you’d rather be watching (AKA buyer’s remorse). By now, you’re overwhelmed and might just decide to go to bed instead. Are you in the mood for a happy-ending romance or an action-packed drama? Movie or sitcom? Before you know it, an hour has gone by and you’re still wandering through the Netflix catalog. Understanding the paradox of choice: why an abundance of options creates clutterīefore examining how tidying up your ecommerce website checkout is good for business, it’s important to understand the psychology behind the paradox of choice and how many of us unknowingly experience this regularly in everyday life.Īnyone who subscribes to a streaming service such as Netflix can surely relate to scrolling through options for ages before finding something to watch. This phenomenon – that an abundance of options causes anxiety rather than happiness despite people thinking the reverse – is known as the paradox of choice. However, these messages can quickly create clutter, leading to a poor experience that overwhelms your customers. At Rokt, we believe that this same logic applies to the ecommerce checkout experience.Įcommerce companies have so much to offer: app downloads, free shipping, multiple payment options, insurance, warranties, 3rd-party offers, customer feedback surveys, co-branded credit cards, and more. By encouraging people to keep only what most sparks joy, she helps people tidy up and find happiness. ![]() ![]() In Marie Kondo’s bestselling book, The Life-Changing Magic of Tidying Up, she evangelizes the benefits of reducing clutter. ![]()
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