Paradox of choice: do too many options kill conversion rate? | The Insight Files |

The Paradox of Choice describes the concept that more attractions attract more potential customers, while too many options can overwhelm consumers and cause them to abandon the purchase. The inverse is also true: studies show that reducing choices increases conversions. Many hotels are caught in this dilemma when it comes to website bookings. As hotels have an inflexible inventory, reducing options is sometimes impossible. However, a few simple strategies can help prevent losing guests during the booking process:

  1. Split the decision-making process into multiple steps.
  2. Minimise add-ons during booking.
  3. Always pre-select as a default.

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