Master the Art of Business
A world-class business education in a single volume. Learn the universal principles behind every successful business, then use these ideas to make more money, get more done, and have more fun in your life and work.
What Is 'Option Fatigue'?
- Too many options can overwhelm prospects or customers.
- It's best to let the purchaser select from 2-3 predefined starting points for certain types of customers, then customize that option further if necessary.
Josh Kaufman Explains 'Option Fatigue'
Let’s say you’re in the market for a new computer. Should you choose the fastest available processor, the least powerful option that’s half the price, or the middle-of-the-road option? How much storage do you need? How much internal memory is enough to run your software without slowing you down? Which display size should you select? Should you purchase a portable computer, a desktop system, or a tablet?
This matrix of Decisions is overwhelming to most computer purchasers. Choosing the best option seems like it should be easy, but it’s not: if there are five separate variables, and three options for each variable, there are 243 possible combinations to consider. That’s enough to short-circuit anyone’s brain.
Option Fatigue is often a major barrier to buying decisions: if a prospect is overwhelmed by Decisions, they often choose to resolve their discomfort by abandoning the purchase instead of completing it. Every choice the prospect must make decreases the probability of closing the deal.
In general, the best approach is to guide the purchaser to select from two or three predefined options that represent good starting points for certain types of customers, then customize that option further if necessary. That’s why computer manufacturers like Apple and Dell present a few preconfigured computers designed to appeal to certain types of customers, then allow you to upgrade or downgrade individual components later in the purchasing process. The same number of options exist, but the cognitive load on the prospect is much lower.
You don’t have to present every available option from the outset: making a few strategic recommendations can keep your prospects engaged in a way that results in more sales.
"Don’t make me think."
Steve Krug, computer usability expert
Sales
https://personalmba.com/option-fatigue/
Master the Art of Business
A world-class business education in a single volume. Learn the universal principles behind every successful business, then use these ideas to make more money, get more done, and have more fun in your life and work.
About Josh Kaufman
Josh Kaufman is an acclaimed business, learning, and skill acquisition expert. He is the author of two international bestsellers: The Personal MBA and The First 20 Hours. Josh's research and writing have helped millions of people worldwide learn the fundamentals of modern business.
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