Why Less is More
A client pointed me in the direction of a book by Barry Schwartz, The Paradox of Choice – Why More is Less.
In the book, the author argues that the fewer choices consumers/customers are confronted with, the less anxious they are.
This of course applies to online shopping.
The fewer choices confronting customers, the better. The fewer decisions the customer has to make, the better.
Whilst I understand the 400 SKU, online department store approach to eCommerce, I am a massive fan of the single-product on a landing page approach.
I don’t need to think or compare; the choice (!) is easy.
