As a web designer, you do your best to remove friction from the decision-making process. You place only one CTA above the fold. You keep interactive elements to a minimum. You make the menu only as large as it needs to be.
But what happens when the content itself causes analysis paralysis?
There’s an overabundance of choice all around the web, from e-commerce stores with thousands of products to content generation machines pushing out new posts every day. While you can’t do anything to stop the flood of information or items going out to your visitors, you can design your interfaces in a way that makes the decision-making process easier to bear. What’s more, you can help them walk away feeling more confident with their choice, too.
Let’s look at what it is about the psychology of choice that can be detrimental for conversions and what you can do to keep your PWA visitors from succumbing to it.