Analysis Paralysis: Choice Often Hurts Conversions

Rishi Rawat Blog Posts Leave a Comment

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. 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.

Leave a Reply

Your email address will not be published. Required fields are marked *

The maximum upload file size: 50 MB.
You can upload: image, audio, video, document, spreadsheet, interactive, text, archive, code, other.
Links to YouTube, Facebook, Twitter and other services inserted in the comment text will be automatically embedded.