Sheena Iyengar brilliantly explains how to help consumers make choices.

4 simple strategies : 

  • Cut – Less is more 
    Only offer the most important options.
  • Concretize – Make it vivid
    A great product visualization is crucial.

  • Categorize – More categories, fewer choices
    Your customers can handle more choices if they are grouped into meaningful categories.

  • Condition – Learning how to choose 
    Move from easy choices to more complex ones.