Hick’s Law

Hick’s Law

Hick’s Law states that the more choices an individual has, the longer they will take to make a decision.

There’s a fascinating study on this phenomenon in which people in a supermarket were given more or fewer varieties of jam to try. In the end, those who had more choices were much less likely to end up buying some jam than the ones that had less variety to choose from.

How’s that important for your website?

Because you might be able to boost your conversions simply by limiting the choice you give to users. Here are a few examples of what that might look like:

  • Reduce the number of menu items
  • Limit form fields
  • Focus on one call to action
  • Only display social buttons for networks you are active on
  • Stick to one goal per page

 

There are plenty of other ways you can reduce overwhelm on your site and move users towards the choices you really want them to make.

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