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leanupskill.com - Upskill your Product Thinking

More choices = more sales

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Only 3% bought

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30% bought

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The result?

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A phenomenon called choice overload

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Cognitive load spikes.

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Fear of wrong

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It works across industries

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Revenue grew 2.5% FY25 [2]

[{"selector":"#anim-08752cfc-8c51-481e-861b-ec4d1561caa6","keyframes":{"opacity":[0,1]},"delay":1500,"duration":500,"easing":"cubic-bezier(0.2, 0.6, 0.0, 1)","fill":"both"}] [{"selector":"#anim-0905334a-a520-4f7d-b064-aa2164124d51","keyframes":{"transform":["translate3d(115.18987%, 0px, 0)","translate3d(0px, 0px, 0)"]},"delay":1500,"duration":500,"easing":"cubic-bezier(0.2, 0.6, 0.0, 1)","fill":"both"}] [{"selector":"#anim-ddbe83a8-5f8e-4fd8-913f-768a1b49b45e","keyframes":{"opacity":[0,1]},"delay":1500,"duration":500,"easing":"cubic-bezier(0.2, 0.6, 0.0, 1)","fill":"both"}] [{"selector":"#anim-3adca843-84fe-48af-8548-399055cb6aa3","keyframes":{"transform":["translate3d(-115.18988%, 0px, 0)","translate3d(0px, 0px, 0)"]},"delay":1500,"duration":500,"easing":"cubic-bezier(0.2, 0.6, 0.0, 1)","fill":"both"}] [{"selector":"#anim-cce5ecb4-2c8f-4e66-9906-941dda886fdf","keyframes":{"opacity":[0,1]},"delay":250,"duration":750,"easing":"cubic-bezier(0.2, 0.6, 0.0, 1)","fill":"both"}] [{"selector":"#anim-1dfc77de-fc29-4580-acff-4e52f16ab3da","keyframes":{"transform":["translate3d(0px, 678.02454%, 0)","translate3d(0px, 0px, 0)"]},"delay":250,"duration":750,"easing":"cubic-bezier(0.2, 0.6, 0.0, 1)","fill":"both"}] [{"selector":"#anim-64f366d8-19ce-4bcd-a460-846f4062abec","keyframes":{"opacity":[0,1]},"delay":1500,"duration":500,"easing":"cubic-bezier(0.2, 0.6, 0.0, 1)","fill":"both"}] [{"selector":"#anim-6de57381-baf5-41fd-b26e-44efa0754a55","keyframes":{"transform":["rotate(-322deg) translate3d(0px, -231.55558%, 0) rotate(322deg)","rotate(-322deg) translate3d(0px, 0px, 0) rotate(322deg)"]},"delay":1500,"duration":500,"easing":"cubic-bezier(0.2, 0.6, 0.0, 1)","fill":"both"}] [{"selector":"#anim-a8c3889d-166f-46ba-aefc-b52bf6bcc387","keyframes":{"opacity":[0,1]},"delay":2000,"duration":0,"easing":"cubic-bezier(0.4, 0.4, 0.0, 1)","fill":"both"}] [{"selector":"#anim-2be07b2f-d825-4e11-a80f-2127b1505449","keyframes":{"opacity":[0,1]},"delay":5000,"duration":0,"easing":"cubic-bezier(0.4, 0.4, 0.0, 1)","fill":"both"}] [{"selector":"#anim-adfe456a-26fe-4840-b33b-aca75c6818fd","keyframes":{"opacity":[0,1]},"delay":3500,"duration":0,"easing":"cubic-bezier(0.4, 0.4, 0.0, 1)","fill":"both"}] [{"selector":"#anim-b5c7690b-f4bd-451e-a5cf-1a9d0095a035","keyframes":{"opacity":[0,1]},"delay":300,"duration":750,"easing":"cubic-bezier(0.2, 0.6, 0.0, 1)","fill":"both"}] [{"selector":"#anim-220b9323-8588-445a-829d-d37de9285fa5","keyframes":{"transform":["translate3d(0px, 666.91345%, 0)","translate3d(0px, 0px, 0)"]},"delay":300,"duration":750,"easing":"cubic-bezier(0.2, 0.6, 0.0, 1)","fill":"both"}] [{"selector":"#anim-fbb65b16-7580-4d63-a301-bbc7fdc30385 [data-leaf-element=\"true\"]","keyframes":{"transform":["translate(0.37824513917205144%, 2.3809518030513837%) scale(0.9523809523809523)","translate(0%, 0%) scale(1)"]},"delay":0,"duration":5500,"easing":"cubic-bezier(.3,0,.55,1)","fill":"forwards"}]

Became best-selling console

[{"selector":"#anim-f9ac5167-d312-4d3b-a200-9838754344d7 [data-leaf-element=\"true\"]","keyframes":{"transform":["translate(0%, 0%) scale(1)","translate(0%, 0%) scale(1)"]},"delay":0,"duration":5500,"easing":"cubic-bezier(.3,0,.55,1)","fill":"forwards"}] [{"selector":"#anim-8cefa7e0-53ed-42f2-8ac8-971dc8f84fce","keyframes":{"opacity":[0,1]},"delay":1500,"duration":500,"easing":"cubic-bezier(0.2, 0.6, 0.0, 1)","fill":"both"}] [{"selector":"#anim-ce3fc5db-11a6-45b4-8b70-77d2d63fe126","keyframes":{"transform":["translate3d(115.18987%, 0px, 0)","translate3d(0px, 0px, 0)"]},"delay":1500,"duration":500,"easing":"cubic-bezier(0.2, 0.6, 0.0, 1)","fill":"both"}] [{"selector":"#anim-2052a3e6-cfcd-4897-8dfc-a6d5bb36e560","keyframes":{"opacity":[0,1]},"delay":1500,"duration":500,"easing":"cubic-bezier(0.2, 0.6, 0.0, 1)","fill":"both"}] [{"selector":"#anim-b0dae46b-d43a-4c8d-9d06-ef404e0a3d7c","keyframes":{"transform":["translate3d(-115.18988%, 0px, 0)","translate3d(0px, 0px, 0)"]},"delay":1500,"duration":500,"easing":"cubic-bezier(0.2, 0.6, 0.0, 1)","fill":"both"}] [{"selector":"#anim-2e1f37c5-764d-49d0-8ee7-903a6e7b9d0f","keyframes":{"opacity":[0,1]},"delay":5000,"duration":0,"easing":"cubic-bezier(0.4, 0.4, 0.0, 1)","fill":"both"}] [{"selector":"#anim-4da6484b-67bc-4e1a-97d0-c95626246708","keyframes":{"opacity":[0,1]},"delay":3500,"duration":0,"easing":"cubic-bezier(0.4, 0.4, 0.0, 1)","fill":"both"}] [{"selector":"#anim-7d9d96d2-4632-485e-86a4-8467f36b8fab","keyframes":{"opacity":[0,1]},"delay":2050,"duration":0,"easing":"cubic-bezier(0.4, 0.4, 0.0, 1)","fill":"both"}] [{"selector":"#anim-4e84d52a-820b-4f00-813a-c461cd80251f","keyframes":{"opacity":[0,1]},"delay":2000,"duration":0,"easing":"cubic-bezier(0.4, 0.4, 0.0, 1)","fill":"both"}] [{"selector":"#anim-bea66d5e-a01c-48c6-a266-79abec07331d","keyframes":{"opacity":[0,1]},"delay":1500,"duration":500,"easing":"cubic-bezier(0.2, 0.6, 0.0, 1)","fill":"both"}] [{"selector":"#anim-861ef92e-e1b5-4910-adcf-9e9120de0727","keyframes":{"transform":["rotate(-322deg) translate3d(0px, -231.55558%, 0) rotate(322deg)","rotate(-322deg) translate3d(0px, 0px, 0) rotate(322deg)"]},"delay":1500,"duration":500,"easing":"cubic-bezier(0.2, 0.6, 0.0, 1)","fill":"both"}] [{"selector":"#anim-bd0a172a-7725-4b76-ba36-66b926f40a26","keyframes":{"opacity":[0,1]},"delay":300,"duration":750,"easing":"cubic-bezier(0.2, 0.6, 0.0, 1)","fill":"both"}] [{"selector":"#anim-d7159a1b-d85a-4c26-8777-382fdfb39c46","keyframes":{"transform":["translate3d(0px, 400.14824%, 0)","translate3d(0px, 0px, 0)"]},"delay":300,"duration":750,"easing":"cubic-bezier(0.2, 0.6, 0.0, 1)","fill":"both"}] [{"selector":"#anim-56edd375-6ed5-49af-9d1b-cd054fa7002c","keyframes":{"opacity":[0,1]},"delay":250,"duration":750,"easing":"cubic-bezier(0.2, 0.6, 0.0, 1)","fill":"both"}] [{"selector":"#anim-f7aadb77-7dad-40e4-a804-45584781a68c","keyframes":{"transform":["translate3d(0px, 406.81489%, 0)","translate3d(0px, 0px, 0)"]},"delay":250,"duration":750,"easing":"cubic-bezier(0.2, 0.6, 0.0, 1)","fill":"both"}]

Conversions rose 15%

[{"selector":"#anim-a6f8c0b3-a503-4599-8ae5-4894bac73b7f [data-leaf-element=\"true\"]","keyframes":{"transform":["translate(0%, 0%) scale(1)","translate(0%, 0%) scale(1)"]},"delay":0,"duration":5500,"easing":"cubic-bezier(.3,0,.55,1)","fill":"forwards"}] [{"selector":"#anim-7b9aa49c-4a77-4851-a0af-4ed8f429c756","keyframes":{"opacity":[0,1]},"delay":1500,"duration":500,"easing":"cubic-bezier(0.2, 0.6, 0.0, 1)","fill":"both"}] [{"selector":"#anim-dd6e250e-c9f0-457f-93e1-5423b894c6f0","keyframes":{"transform":["translate3d(115.18987%, 0px, 0)","translate3d(0px, 0px, 0)"]},"delay":1500,"duration":500,"easing":"cubic-bezier(0.2, 0.6, 0.0, 1)","fill":"both"}] [{"selector":"#anim-0ed49d6f-c4d4-47a2-b0a6-3c18585f1d2b","keyframes":{"opacity":[0,1]},"delay":1500,"duration":500,"easing":"cubic-bezier(0.2, 0.6, 0.0, 1)","fill":"both"}] [{"selector":"#anim-dd6e2e0c-f314-4728-84a1-8faa7695673c","keyframes":{"transform":["translate3d(-115.18988%, 0px, 0)","translate3d(0px, 0px, 0)"]},"delay":1500,"duration":500,"easing":"cubic-bezier(0.2, 0.6, 0.0, 1)","fill":"both"}] [{"selector":"#anim-d04a17df-a5f8-427f-bcf0-1e738b6bfbf4","keyframes":{"opacity":[0,1]},"delay":5000,"duration":0,"easing":"cubic-bezier(0.4, 0.4, 0.0, 1)","fill":"both"}] [{"selector":"#anim-f03bb4f0-3917-414a-bde3-3dba41a851d2","keyframes":{"opacity":[0,1]},"delay":3500,"duration":0,"easing":"cubic-bezier(0.4, 0.4, 0.0, 1)","fill":"both"}] [{"selector":"#anim-573ff3c5-f4cc-4dd7-9329-e085ba3fb37d","keyframes":{"opacity":[0,1]},"delay":2050,"duration":0,"easing":"cubic-bezier(0.4, 0.4, 0.0, 1)","fill":"both"}] [{"selector":"#anim-dfb1bac7-bce3-428a-8f9e-c4c0bc05dc63","keyframes":{"opacity":[0,1]},"delay":2000,"duration":0,"easing":"cubic-bezier(0.4, 0.4, 0.0, 1)","fill":"both"}] [{"selector":"#anim-a89c3226-56b6-4e7f-9eb3-430321158269","keyframes":{"opacity":[0,1]},"delay":1500,"duration":500,"easing":"cubic-bezier(0.2, 0.6, 0.0, 1)","fill":"both"}] [{"selector":"#anim-ee342638-657a-4a17-86f6-e1de8cc16cbe","keyframes":{"transform":["rotate(-322deg) translate3d(0px, -231.55558%, 0) rotate(322deg)","rotate(-322deg) translate3d(0px, 0px, 0) rotate(322deg)"]},"delay":1500,"duration":500,"easing":"cubic-bezier(0.2, 0.6, 0.0, 1)","fill":"both"}] [{"selector":"#anim-62c31797-b43b-45d2-ae18-037791f8c60d","keyframes":{"opacity":[0,1]},"delay":300,"duration":750,"easing":"cubic-bezier(0.2, 0.6, 0.0, 1)","fill":"both"}] [{"selector":"#anim-9fd3139c-f061-48f8-ab1e-fb445de9b3f8","keyframes":{"transform":["translate3d(0px, 400.14824%, 0)","translate3d(0px, 0px, 0)"]},"delay":300,"duration":750,"easing":"cubic-bezier(0.2, 0.6, 0.0, 1)","fill":"both"}] [{"selector":"#anim-60b7ae01-630a-4a81-958b-2565af96157d","keyframes":{"opacity":[0,1]},"delay":250,"duration":750,"easing":"cubic-bezier(0.2, 0.6, 0.0, 1)","fill":"both"}] [{"selector":"#anim-f166dac9-7933-4f01-af1e-ffcae16cc2fb","keyframes":{"transform":["translate3d(0px, 406.81489%, 0)","translate3d(0px, 0px, 0)"]},"delay":250,"duration":750,"easing":"cubic-bezier(0.2, 0.6, 0.0, 1)","fill":"both"}]

What do we learn?

[{"selector":"#anim-4458525e-96f5-4e50-92da-431f36b51827","keyframes":{"opacity":[0,1]},"delay":1500,"duration":0,"easing":"cubic-bezier(0.4, 0.4, 0.0, 1)","fill":"both"}] [{"selector":"#anim-a0757fe1-747a-41b4-8b97-144e12e19089","keyframes":{"opacity":[0,1]},"delay":500,"duration":0,"easing":"cubic-bezier(0.4, 0.4, 0.0, 1)","fill":"both"}] [{"selector":"#anim-30991c3a-6b54-4427-8491-2638d5707a1a","keyframes":{"opacity":[0,1]},"delay":0,"duration":600,"easing":"cubic-bezier(0.2, 0.6, 0.0, 1)","fill":"both"}] [{"selector":"#anim-4cf1dda7-cc7f-4a89-a408-30ef791e62d6","keyframes":{"transform":["translate3d(115.18987%, 0px, 0)","translate3d(0px, 0px, 0)"]},"delay":0,"duration":600,"easing":"cubic-bezier(0.2, 0.6, 0.0, 1)","fill":"both"}] [{"selector":"#anim-2c9ed227-11bb-45fe-8b1e-6c675ffbf750","keyframes":{"opacity":[0,1]},"delay":0,"duration":600,"easing":"cubic-bezier(0.2, 0.6, 0.0, 1)","fill":"both"}] [{"selector":"#anim-ab67928e-2502-4d70-b191-417735a3ba34","keyframes":{"transform":["translate3d(-115.18988%, 0px, 0)","translate3d(0px, 0px, 0)"]},"delay":0,"duration":600,"easing":"cubic-bezier(0.2, 0.6, 0.0, 1)","fill":"both"}]

Many times,

[{"selector":"#anim-c8f61a6f-601b-4ce5-9afd-e22592cc49d6","keyframes":{"opacity":[0,1]},"delay":5500,"duration":250,"easing":"cubic-bezier(.3,0,.55,1)","fill":"both"}] [{"selector":"#anim-2f0180de-6832-404c-a95c-f8f4c69aff3c","keyframes":{"transform":["scale(0.3333333333333333)","scale(1)"]},"delay":5500,"duration":250,"easing":"cubic-bezier(.3,0,.55,1)","fill":"forwards"}] [{"selector":"#anim-8d123a16-4a9a-47c6-8fbf-1ea44d4cc2bd","keyframes":{"opacity":[0,1]},"delay":500,"duration":0,"easing":"cubic-bezier(0.4, 0.4, 0.0, 1)","fill":"both"}] [{"selector":"#anim-ba143007-203c-4322-8868-fa3e454e8870","keyframes":{"opacity":[0,1]},"delay":8000,"duration":250,"easing":"cubic-bezier(.3,0,.55,1)","fill":"both"}] [{"selector":"#anim-45108139-7756-4d01-99b0-e44d70abb802","keyframes":{"transform":["scale(0.3333333333333333)","scale(1)"]},"delay":8000,"duration":250,"easing":"cubic-bezier(.3,0,.55,1)","fill":"forwards"}] [{"selector":"#anim-99206745-0df0-42c9-b607-5a8da7223eff","keyframes":{"opacity":[0,1]},"delay":1750,"duration":0,"easing":"cubic-bezier(0.4, 0.4, 0.0, 1)","fill":"both"}] [{"selector":"#anim-281626c3-6d31-41bf-b706-4cbb502087a4","keyframes":{"opacity":[0,1]},"delay":3000,"duration":0,"easing":"cubic-bezier(0.4, 0.4, 0.0, 1)","fill":"both"}] [{"selector":"#anim-b825c776-1c26-4dfe-aabc-9a690de35510","keyframes":{"opacity":[0,1]},"delay":4250,"duration":0,"easing":"cubic-bezier(0.4, 0.4, 0.0, 1)","fill":"both"}] [{"selector":"#anim-1ff085b9-4f73-480c-ad8b-725000e23e24","keyframes":{"opacity":[0,1]},"delay":10000,"duration":0,"easing":"cubic-bezier(0.4, 0.4, 0.0, 1)","fill":"both"}] [{"selector":"#anim-56c9df46-5466-4586-a58c-75e716dd8394","keyframes":{"opacity":[0,1]},"delay":6750,"duration":250,"easing":"cubic-bezier(.3,0,.55,1)","fill":"both"}] [{"selector":"#anim-855e43b6-1630-4139-8c3d-ae2847fa3119","keyframes":{"transform":["scale(0.3333333333333333)","scale(1)"]},"delay":6750,"duration":250,"easing":"cubic-bezier(.3,0,.55,1)","fill":"forwards"}]

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More More More More More More More More More More More More More More

The Paradox of Choice

— Why more options kill conversions

More choices = more sales

The Perception

Only 3% bought

60% stopped to see

24 jams displayed

30% bought

40% stopped to see

6 jams displayed

The result?

Fewer options

= Higher conversions

[1]

A phenomenon called choice overload

The Psychology

Cognitive load spikes.

Decision fatigue sets in.

Users choose nothing

Studies find,

choices paralyze.

Not liberate.

Studies find,

choices paralyze.

Not liberate.

Fear of wrong

choice.

Regret over missed

alternatives.

Users

freeze

It works across industries

The Business Proof

Revenue grew 2.5% FY25 [2]

Clear tiers.

Trimmed mobile packages.

STC (Saudi):

STC (Saudi):

Became best-selling console

One clear choice.

Switch hybrid.

Focused on

Nintendo (Japan):

Nintendo (Japan):

Conversions rose 15%

Fewer options.

dining sets.

Reduced SKUs on

Furniturebox (UK):

Furniturebox (UK):

What do we learn?

The Takeaway

Many times,

less turns out

We Learn That

to be more.

More options

don't necessarily

mean more sales.

- Keep upskilling.

leanupskill.com

For more visual stories on Business, UX, Growth and Product Management, visit

 mean more sales.