Decision fatigue is what happens when there are too many choices.
Life is all about making decisions. From the time the alarm starts going off in the morning, and you either decide to face the day or press the snooze button, you’re making decision after decision, and it never seems to stop.
Most of us have been told that choice is good, and most people believe that the more options they have, the better. However, having too many choices doesn’t necessarily translate into having better choices, and all of those options can leave us feeling exhausted and paralyzed about which choice to make. This is called decision fatigue.
What harm could offering an overabundance of choices do to the success of your business? After all, it's good to have options, right?
Turns out, decision fatigue can be a killer when it comes to your conversion rate. The reason for this lies in the Hick-Hyman law, which says that the more choices you present someone with, the longer it will take for them to make a decision.
Having too many options can also make it difficult for your customers to find the best option for their needs, particularly if a lot of the options you’re offering are very similar.
This can lead to a high rate of returns or exchanges, as well as a lot of dissatisfied customers.