Why do sales decrease as options increase?
Iyengar & Lepper's jam tasting experiment (6 types vs 24 types)
6 types of jam
Booth visit rate
40%
Actual purchase rate
30%
24 types of jam
Booth visit rate
60%
Actual purchase rate
3%
Interest was drawn to the side with more options, but actual purchases and satisfaction were much higher with fewer options. This means that an excess of choices makes the decision itself difficult.