Choice Paralysis — How It Affects Your Conversion Rate

Choice paralysis; it is one of the most common mistakes businesses can make in the development of their marketing.

What Studies Have Shown.

Have you ever gone to a shoe store and been unsure which sneakers to buy? Have you ever debated with co-workers what you should eat for lunch? If so, you’ve experienced one of the most common and understudied phenomena impacting a consumer’s pathway to purchase: Choice Paralysis.

“Back in 2000, psychologists Mark Lepper and Sheena Iyengar were involved in a study where two tables of jam were presented to grocery-store customers. One had 24 choices; people who sampled from this table got a $1-off coupon. The other table only had six choices, yet people ended up buying more from the table with fewer choices!” ~ Mark Schenker

Are More Choices Creating Choice Paralysis?

Needless to say, helping client’s fix choice paralysis is one of the cornerstone needs of almost every business I work with. From Landing Pages to Email Campaigns, you will always get a higher conversion rate the less you distract your target form doing what you want them to do.

“Choice can no longer be used to justify a marketing strategy in and of itself. More isn’t always better, either for the customer or for the retailer. Discovering how much assortment is warranted is a considerable empirical challenge. But companies that get the balance right will be amply rewarded.” ~ Harvard Business Review

While choice paralysis does not affect all brands or all types of people in the same way, based on an analysis of more than 200 social media conversations, the data showed:

• A majority of consumer indecision is around products consumers use every day.
• 78% of choice paralysis conversations center around products consumers spend a moderate to a considerable amount of time within their everyday lives.
• Fashion, gaming and mobile device purchase decisions showed the highest levels of choice paralysis, likely because they are directly tied to self-identity.
• Nearly 1/3 of choice paralysis conversations were about products within the same brand.
• Over 60 percent of choice paralysis occurs when a consumer must make a decision between one or two items. Most people know what they want, but have trouble pulling the trigger on a purchase.

Lastly, one concept that is often discussed when seeking solutions for overcoming the risk of choice paralysis is the concept of removing fuzzy messaging. Fuzzy Messaging tends to not speak to a clear choice adding to the paralysis. Read more about Conversion Rates and Scientific Marketing, and how we can now use methods and metrics to help us market more effectively!

 
 
 
 
 
 
 
  
 
 
 
 Posted on Google  
 
  
 
 
 Sheri Goesen 
 
 
 
 Trustindex verifies that the original source of the review is Google. 
Working with Cortex Marketing has been an outstanding experience. They completely rebuilt our website, making it professional, user-friendly, and helpful with our new branding. They also resolved the multiple domain listing issues we were struggling with, and enhanced our website content so that it better reflects who we are and what we do. Cortex brought much-needed continuity to our social media messaging, ensuring a consistent and professional presence across platforms. On top of that, their creative work has really elevated our marketing. They produced excellent testimonial videos, organized great team photos (even seamlessly adding in a staff member who couldn’t make it to the photo shoot), and created sharp graphics, like placing our NSMR logo on the various recycling bins, which added polish and credibility to our materials. Cortex Marketing goes above and beyond, and their attention to detail really shows. I would highly recommend their services to any business looking to strengthen its marketing presence. Will is the best and my forever go to when I need guidance! — Sheri Goesen, Office Manager, North Shore Metal Recycling
  
 
  
 
 
 
 Posted on Google  
 
  
 
 
 Raven Nyberg 
 
 
 
 Trustindex verifies that the original source of the review is Google. 
William is excellent to work with! Has brilliant ideas, and designs amazing websites. It was a pleasure doing business with him!
  
 
  
 
 
 
 Posted on Google  
 
  
 
 
 janie peery 
 
 
 
 Trustindex verifies that the original source of the review is Google. 
We have had Will work on our computers, twice in person and once via telephone. He is.professional and very pleasant to work with. He not only fixes our problems he shows us how to he did it. We will continue to use him for our computer needs. Thank you Will
  
 
  
 
 
 
 Posted on Google  
 
  
 
 
 Damian 
 
 
 
 Trustindex verifies that the original source of the review is Google. 
Will is very experienced and was able to provide meaningful feedback at a professional level. Recommended!
  
 
  
 
 
 
 Posted on Google  
 
  
 
 
 Patrick McConnell 
 
 
 
 Trustindex verifies that the original source of the review is Google. 
Atlantis Fiber has been working closely with William (Will) Dickinson and his marketing firm, Cortex Marketing, since 2017 and we have not even once considered looking elsewhere ever since. Will's commitment to client service & our relationship is second to none and he consistently delivers on time and with results that go above and beyond expectations. He has provided Atlantis Fiber with a multitude of services from website and social media design and content creation to strategic marketing plans and even lead generation support for our sales efforts. Will has proven to be a veritable "Swiss army knife" of capabilities and an extremely versatile and talented guy who's been instrumental in helping Atlantis Fiber create and develop our brand. We fully recommend William (Will) Dickinson and his marketing firm, Cortex Marketing. Patrick McConnell President/CEO Atlantis Fiber
  
 
  
 
 
 
 Posted on Google  
 
  
 
 
 Andrew Caroon 
 
 
 
 Trustindex verifies that the original source of the review is Google. 
Will does a great job of breaking down what you do and clarifying your message to your clients. Even if you think your message if clear already, Will has the skill to make your message even stronger to help you stand out in whatever your industry may be. Can't recommend enough. Thanks Will!
  
 
  
 
 
 
 Posted on Google  
 
  
 
 
 Wave Web Studio 
 
 
 
 Trustindex verifies that the original source of the review is Google. 
Will is very skilled at discovering the core purpose and values of my business. He knows the right questions to ask and when to dig for answers. I felt he overdelivered in our session and I walked away with a ton of value.
  
 
  
 
 
 
 Posted on Google  
 
  
 
 
 Blake Allen 
 
 
 
 Trustindex verifies that the original source of the review is Google. 
William has a fantastic process and I saw results almost instantly. I highly recommend working with Coretex Marketing.
  
 
  
 
 
 
 Posted on Google  
 
  
 
 
 Chris 
 
 
 
 Trustindex verifies that the original source of the review is Google. 
I have had multiple meetings with William at Cortex Marketing.  He has been extremely helpful in assisting me with clearly communicating what I want to say about my business.  This allowed me to focus on what I do and why I got into business in the first place, which was not to write about it.  I really appreciate his fresh perspective and taking this weight off my shoulders.  Besides that, he is great to work with.  Thanks again, William, I look forward to the next time we get together !
  
 
  
 
 
 
 
    
 
 Verified by Trustindex  
Trustindex verified badge is the Universal Symbol of Trust. Only the greatest companies can get the verified badge who has a review score above 4.5, based on customer reviews over the past 12 months. Read more