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In the bustling aisles of a grocery store, a study by psychologists Sheena Iyengar and Mark Lepper revealed a profound truth about human behavior: when faced with too many choices, people often feel overwhelmed and are less likely to make a decision.
This phenomenon, showcased through the now-famous Jam Experiment, has significant implications for your business online as well, for example, your website. So, let’s take a look at what the jam experiment has taught us.
The Jam Experiment Unpacked
In their groundbreaking study, psychologists Sheena Iyengar and Mark Lepper set out to explore how choice overload affects consumer behavior. The experiment, conducted in a grocery store, involved setting up a display table with samples of Wilkin & Sons jams.
On different days, researchers alternated the display between 24 varieties and a more modest selection of 6 varieties.
The results were intriguing and somewhat unexpected.
On days when the table featured 24 varieties of jam, it attracted more attention, drawing in 60% of the passing shoppers. However, despite this higher initial engagement, only about 3% of those who stopped by actually made a purchase. In contrast, when the table offered only 6 varieties, it attracted a smaller crowd, about 40% of the shoppers, but a much higher percentage, 30%, ended up purchasing a jar of jam.
This striking difference in consumer behavior illuminated a key insight: having too many options can be overwhelming, leading to decision paralysis. While the larger assortment drew more shoppers out of curiosity, it also made the decision-making process more complex. This complexity led to fewer decisions being made, suggesting that too much choice can actually hinder sales rather than enhance them.
The implications of this experiment extend beyond the grocery store aisles. It challenges the common marketing and retail assumption that more choices are always better. The findings underscore the potential benefits of simplification — reducing the number of options can lead to more satisfied customers who are more likely to make a purchase decision.
The Jam Experiment Application in Web Design
When designing a website, the temptation might be to offer users every possible option or bit of information you think they might need. However, based on the jam experiment, this approach can be counterproductive.
Here’s how we can apply these findings to web design.
1. Simplify Navigation
Your website’s navigation should be straightforward, limiting the number of menu items to make it easier for visitors to decide where to go. A cluttered menu can confuse visitors and may lead them to leave your site altogether.
2. Limit Choices on Forms
When asking for information from visitors, whether it’s a contact form, a sign-up sheet, or an online purchase, keep it simple. Reduce the number of fields to fill out, and limit the options for any given choice to increase the likelihood of completion.
3. Streamline Product
If you run an e-commerce site, consider limiting the number of products displayed at once. Offering a curated selection can help customers make purchasing decisions more quickly and with greater satisfaction.
4. Services or Subscription-Based Businesses
For service-based businesses, the key to applying the lessons from the jam experiment lies in how you present your services to potential clients. Simplifying the choices available can significantly enhance user experience and increase the likelihood of engagement and conversion. Here’s how to do it:
Streamline Your Service Categories: Instead of listing every possible service you offer, categorize them into broader groups that are easy to understand. For example, a digital marketing agency might categorize services under ‘SEO’, ‘Content Marketing’, ‘Social Media Management’, and ‘PPC Advertising’ rather than listing 20 different services under each category.
Create Clear, Concise Service Descriptions: Each service page should clearly articulate what the service includes, who it is for, and how it can help the customer. Avoid industry jargon and focus on the benefits. Simplified, benefit-focused descriptions help clients make decisions more confidently and quickly.
Implement an Easy-to-Navigate Pricing Structure: If applicable, present your pricing information in a clear and straightforward manner. Consider using tiered pricing structures that outline what each tier offers at a glance. This method reduces the cognitive load on your visitors as they can easily compare options without feeling overwhelmed.
Highlight Recommended Options: Sometimes, clients might need guidance on which service to choose. Highlighting recommended or most popular services can help steer them towards making a decision that feels safer and more vetted by others.
Use Calls to Action to Simplify the Decision Process: Strong, clear calls to action (CTAs) that guide users to the next steps can reduce hesitation. Phrases like “Get Started with [Service Name]”, “Schedule a Free Consultation”, or “Contact Us to Learn More” provide a clear path forward.
5. Focus on User-Friendly Content
Avoid overwhelming your audience with too much content on one page. Use whitespace effectively, and divide content into digestible sections. This approach not only makes your website easier to read but also guides visitors smoothly towards making a decision.
The Bottom Line
Just like shoppers in the jam experiment, web users prefer not to wade through an overwhelming array of options. By simplifying choices and streamlining information, you can enhance the user experience on your website, leading to higher engagement and improved conversion rates. In web design, sometimes less truly is more.
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External Links
More Isn’t Always Better – Harvard Business Review – click here.
About the Author
Since early age (circa 2005.) Alex has been a student of informational technologies.
Having honed skills in VB & C++, he went on to learn web technologies all while keeping design, graphics, video, and animation as his hobby.
Alex helped countless businesses establish their brand & digital presence, in the form of websites, apps, marketing campaigns, and more.
In 2020 he sold his well-established digital agency to pursue an art career, but decided to come back to the world of digital in 2023.
ALEX DAWSON – Evolve with Digital