A few years ago, two marketing professors conducted a study involving jams. It’s since become a landmark. The researchers set up a tasting booth in a supermarket and offered jams to customers. On one Saturday, they offered 24 flavors. On the next Saturday, they offered 6 flavors.
What happened? The results are nuanced, so pay attention.
When 24 jams were available, 60% of the customers stopped for a taste. When 6 jams were available, 40% of the customers stopped for a taste. So it’s better to offer more options, right?
Not really. Of the 60% who tasted one of 24 jams, 3% made a purchase; of the 40% who tasted one of 6 jams, 30% made a purchase. Here’s the key takeaway: 31 people purchased jams when they had 6 options, and 4 people purchased jams when they had 24 options. That’s nearly an 8X difference.
In other words, when you offer more products for sale, more people will visit your store, but fewer people will make a purchase. And as great as it is to get lots of visitors, your sales are what matters.The researchers suggest that when there are too many options, customers get into a state of “choice overload,” or “analysis paralysis.” Sometimes when choices are too great, people choose nothing at all....
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