Or just 3?
When I was ten, we’d drive to the beach and go past a Baskin Robbins “32 Flavours” ice cream store.
We never actually went in, but I remember thinking about how great it must be to have all those options.
Now, I only order chocolate or vanilla. And I don’t even know if the Baskin Robbins is still in existence.
The question is, what’s the trade we make when we offer more choice to people?
What’s more choice actually for?
Hick’s Law, describes how increasing the number of choices will increase decision time logarithmically.
In your business, website, or copy, the goal is to be clear on the result you want (or the change that your customer is looking for), and then guide us to specific functions we need most.
Not to every possible option.
If we end up getting stuck in the decision of “what next?”, we’ll get confused, frustrated, and leave.
Choice can bring value, but there’s a downside risk. I can’t imagine how long the lines got with people trying to decide at “32 Flavours.”
