Being paralysed by being offered too many options- who’s been there? It’s an actual thing. It’s a psychological term that describes where an individual is completely overwhelmed by the number of options available to them, that even if they need to make a choice, they simply can’t.

The Paradox of Choice – Why More Is Less is a 2004 book by American psychologist Barry Schwartz, where he argues that eliminating consumer choices can greatly reduce anxiety for shoppers. Reducing that anxiety means a more pleasurable, memorable experience and means that shopper is more likely to return.

As humans, achieving a goal makes us happy. Now, these can be big ass goals in our life or business, or it can be simple goals like choosing what to cook for dinner.

Who hasn’t gone to the supermarket at the end of the day, knowing there are hungry mouths at home waiting, with your mind full of other busy thoughts, places you would rather be, the bills that you forgot to pay, the stuff you have to get done tomorrow…. And now you are standing in the huge supermarket with your little basket, totally overwhelmed by choice as you pace the isles asking yourself, what the hell am I going to make for dinner? Chicken? Beef? A prawn salad? Maybe a quick pasta? God, maybe I’ll just get takeaway, but that’s not good… beans on toast? OMG, why is this so damn hard???

Paralysis of choice. It happens to us everyday. How do I choose one from the other? What if this other one here is better? It’s all too hard, I’ll do it tomorrow….

As consumers, it happens A LOT. If you are in the business of selling a product or a service to consumers, there is one golden rule you MUST follow. Write it out, print it big in shiny letters and hang it in front of your computer screen so you see it every day.

Keep. It. Seriously. Simple.

There are so many options, so many choices, so many other competitors that your potential new (or existing) clients can take rather than come to you.

Critically have a look at how you do business. Do you offer too much choice? Do you make it easy for people to find what they need, and then buy it quickly? Does your marketing reach the right kind of people in the first place (ie: not people who are wandering around wondering why the hell they can’t find what they need)? Is your website cluttered and overwhelming? Do you have one of every colour, in everysize, in every price range, for every person….?

I guarantee that most e-commerce websites can be simplified. I guarantee that most email marketing can be simplified. Offering less choice, while it seems counter intuitive, will increase your sales.

Keep it simple. Make it easy. Make your clients feel happy at achieving the small goal they had when they came to your site, rather than leaving frustrated and angry and unsatisfied.

“Take my money already”. If they are on your website, they have a need. Make it easy for your potential customer to solve that in the most pleasurable way possible.


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If you want to find out more, and if your website is suitable for the Blitz, just click below and complete the form- you’re not buying it now, just registering that you’re interested and to find out more info. What have you got to loose, except that customer, wanting to buy something, who is lost on your website right now?
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Written by Anita Marchesani
I've come to small business the long way round- but enjoyed and learned from every single step. I learned about the power of Media during a BA and while working in Film&TV. I learned about the hard graft while groom for an international eventer in the UK. I learned organisation and staff management from running hundreds of weddings both here and in the UK. I learned from the mistakes of my first business that failed, to create an e-commerce success story, and now I'm here to help you have even greater success in your business. Oh, and I dance to really loud music like a crazy bastard.