Present options hierarchically to address consumers’ choice overload

New Ideas in MarketingEssential news for marketers, summarised by YouGov
November 24, 2020, 1:46 AM GMT+0

Overloading consumers with choices could even force them to abandon a user journey.

Using the basic psychological principles shared in this article while designing landing pages can improve user experience (UX) or user interface (UI) design. They can also be useful in improving business ROI.

Marketers must be conscious of Hick’s Law coming into play which means a choice overload that makes decision making a challenge for consumers. To address this, brands must either limit the choices they offer or present them hierarchically.

To avoid cognitive load for consumers, have normal/expected layouts, eliminate clutter and automate tasks. Further, think about the proximity, symmetry, similarity, closure and more of elements on a page. Implementing the Von Restorff effect or the stand-out effect can make elements like a CTA be visually differentiated from everything else on the page.

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