Too many choices can quietly kill your conversion rate.

I’ve written plenty about how Costco increases sales by reducing choices.

A new wave of research from UCLA Anderson Review and lseee.net shows that even three options in online retail can overwhelm shoppers.

Two works best.

Specifically: an anchor and an upgrade.

When the brain hits choice overload, it defaults to inaction.

But with two clear tiers, buyers can say, “I’m THIS kind of customer.”

That’s why small brands launching four, six, or ten SKUs at once are making life harder for themselves.

Ship your “workhorse” and your “impressive” version.

Hide the rest behind a configurator or wholesaler sheet.

You’ll simplify ads, landing pages, and retail pitches… and give buyers a cleaner story to tell themselves.

The research tells us more isn’t more.

It’s friction.

And clarity is what sells.

Want to make your product irresistible? That’s what we do as product marketing consultants at Graphos Product, helping innovators turn need-driven ideas into market-ready successes.