As marketers we assume giving more choice is always better. Sometimes it is but many times it isn’t. Especially if the choices are hard to choose between.
Fragrancenet.com is a huge online retailer. Huge. They have a very sophisticated marketing team.
On their homepage they give 2 options: 30% OFF sitewide -or- Free Express Shipping.
Now, without actually knowing the dollar value of what I’m buying or the cost of shipping it’s impossible to pick the best option. So my mind plays a mental ping pong game. Quite exhausting and frustrating.
In the end, I simply can’t decide. Do you know what shoppers do when they can’t decide? They defer judgment. Which is a nice way of saying they don’t buy.