Sample my Jam

22 Oct

This fascinating experiment was performed at a supermarket. A brand of jam was offered to consumers in different flavors; on one day they offered you “thirty” different flavors to sample and on a separate day they offered only “six” different flavors to sample.

Where there were thirty different flavors to sample only 3% of people who sampled bought jam; but when there were only six different options an astounding 30% of people purchased the jam. It seems that providing too much choice is very confusing thing for human beings.

So imagine a website with over fifteen hundred different links, are you likely to click one? Compare that to the most popular website in the world… Google… that offers you one choice… Search. Being specific is so much simpler.


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