Why having too many options leads to 0 choice

Gaddr creator and brand users gain the increase of 30% in click-through rate as well as up to 15x more traffic to all their social profiles. In this article we are looking into the scientific reasoning behind why Gaddr unified online identity works.

The confusion of choice-making

We make numerous decisions every day, from what to eat and wear to more complex ones at work or serious and important matters at home. And large number of choices for every decision we make in our busy lives are typically making it more complex.

This subject has been researched by a number of cognitive psychologists, for example Barry Schwarts and academics over at Columbia university.

According to them, In situations where we are presented with many choices, we tend not to make any choice at all. As the number of choices increases, the level of certainty with the decision decreases, along with the growth of anticipation of regret about the choice. Multiplicity of options therefore  overwhelms and exhausts us.

How to make it easy

According to experts, the obvious better option is to reduce the number of choice that you provide your audience.

In Sheena Iyengar’s famous “The Art of Choosing” the author proves that giving the audience the decreased number of choices in marketing creates easier decisions for the audience.

Sheena reference the popular experiment set in a grocery store. On various Saturday afternoons researchers provided customers with two alternating jam sampling stations. One of the stations presented 24 flavours, while the other showcased 6 flavour options.

By the end of the experiment, it turned out that only 3% of people who tasted the samples make a purchase when presented with 24 flavours. Yet, the impressive 30% of people purchased at least one jar of jam when only six options were made available to them.

Making choices today

The famous experiment is easily translated into today’s prominent realities in the setting of e-commerce and social media. After every social media post or product viewing we are naturally deciding whether we will continue exploring that brand’s or person’s items.

Operating within practices of the psychology of choice is even more important in Internet’s abundance of competitors for viewer attention. This is why creators and brands are more and more challenged to condense their call-to-actions.

After watching a YouTube video we often face a choice of following the video creator on their social channels. Compare the 2 examples below. It is obvious now that the second unified CTA brings higher conversion.  

Marketer Neil Patel conducted an experiment on this subject too. In the quest to increase his total social shares, Neil added 2 more social share options to his already existing 3 options. In the result, his overall shared decreased by 29%. Neil yet again made a conclusion that giving your audience more choices overwhelms them, which makes them take no action at all.

Leading up to the same conclusion as cognitive psychologist and Gaddr users make, giving audience less choice and condensing your CTA increases conversion.

Gaddr gives you one username for all profiles, used in marketing, videos, images and social bio. Users increase their click-through rate by 30% and traffic to all their channels by up to 15x.

Enter your Gaddr now, unify your online identity, and start increasing your conversion.

Check below for examples of how others use their unified identity, and tell us in the comments section how you are using it to grow! 

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