![\"offering](\"/images/content/569/672e03087b1357f3b1a59/aaron2.1200by877.png)
You visit two different websites in the same industry.
\r\nOne of those websites offers you three options, the other presents 15 different choices.
\r\nOut of the two, which website do you think will perform the best?
\r\nNaturally, we’d be inclined to think that people love having the power of choice - and they do.
\r\nThey are attracted to - and can become addicted to the possibilities of choice—because they intuitively feel they’ll find something that best satisfies their needs.
\r\nRelated Article: HR's New Weapon of Choice: People Analytics, Care of Big Data
\r\nBut while this might be how individuals feel, the psychology of choice proves that “the more options we have, the less likely we are to make a decision at all.”
\r\nHaving too many choices often leads to overwhelm and inaction—otherwise known as choice paralysis.
\r\nSo as business owners, how can we leverage this psychology to our own advantage?
\r\nThe concept of \"psychology of choice\" was coined in 2000 by psychologists Sheena Iyengar and Mark Lepper, made popular by a study evaluating consumer choices.
\r\nIn their experiment, Iyengar and Lepper presented shoppers with 24 varieties of jam, giving them a taste test and a $1 coupon off any jar of jam.
\r\nIn a separate test, they gave shoppers six varieties of jam, offering taste tests, but no coupons.
\r\nSurprisingly, shoppers visiting the large display were one-tenth as likely to make a purchase.
\r\nSince Iyengar and Lepper’s landmark study, ample research has followed proving that, when it comes to consumer choice, the results are the opposite of what we’d naturally expect.
\r\nIf there are too many options:
\r\nWhen it comes down to it, consumers faced with too many choices are more likely to walk away than to select an option.
\r\nCertainly, you’ll want to offer your customers the choices they’ll respond best to—no matter how many options that requires.
\r\nFortunately, there are ways we can use this psychology to our advantage.
\r\nEvaluate your product and service offerings and ask what needs to get the cut.
\r\nHow can you streamline the choices you currently offer to make the user experience more laser focused and generate more sales?
\r\nAs an example, consider Bishuli, an Italian recipe blog that reduced its options on two different pages, producing an increased clickthrough from 2.7 to 12.3 percent and 3.6 to 11.5 percent.
\r\nIf you have an E-commerce store or lots of products and services and can’t eliminate choices, then create clearer categories.
\r\nAccording to research, we can handle more categories than choices because it helps us easily narrow down our options. Spencer Lanoue, writing for UserTesting, suggests “instead of giving people 24 options, give them a choice of 6 categories, and then another choice of 4 options.”
\r\nAs suggested above, try to narrow down the choices to five at a time, as research shows that’s the optimal amount the brain can handle at any one time.
\r\nPutting principles #2 and #3 into action, you’ll notice that, on the left of Zappos website, they present clear categories and only offer five options in each.
\r\n
Related Article: The Essential Checklist: Must Do's When Starting an E-commerce Website
\r\nIt’s your job to focus the customer and help them make the best purchase decision. Don’t do this through being pushy, but rather by being suggestive.
\r\nAmazon does this well by showing related products that people like or buy:
\r\n![\"providing](\"/images/content/569/673063187b1427c951f11/aaron3.1200by449.png)
Although Amazon has thousands of products, they provide filtering options like this to help consumers narrow down their choices.
\r\nAdd only what you need to your site navigation to simplify your site.
\r\nInstead of offering everything from one page, think about the one or two goals you want to achieve from each page and focus on achieving them.
\r\nThink about Google, when you go to search you only find one thing on the landing page, a search bar. It’s a simple, straight-forward way for the engine to drive users towards its desired action.
\r\nWhile you don’t want to flood viewers with options, giving them a few options still appeals to the consumer's desire for choice possibilities.
\r\nIt’s also been shown that, when offered three options, people will usually choose the middle package, making the following a great way to create an instant comparison:
\r\n![\"providing](\"/images/content/569/673433287b1fb7ab8e799/aaron4.742by627.png)
Instead of comparing your product or service to another product or service, consumers compare the three pricing packages, increasing the odds that they’ll eventually purchase from you.
\r\nIf you’re sending out promotional offers, send them early in the day.
\r\nPeople have to make a combination of simple and complex decisions throughout the course of the day, so they have less mental power and energy to make decisions toward the end of the day.
\r\nMake sure your message hits them when they’re most receptive to making the choice to work with your company.
\r\nTime and time again, expert marketers have emphasized the importance of making just one offer in email communications.
\r\nWhen we think about the psychology of choice, it’s easy to understand why - emphasizing one product, service or offer helps the buyer make a decision, rather than get caught up deciding between too many options.
\r\nWant a quick way to increase your conversion rates? Make the choices easier.
\r\nKeep things simple and remember that less is more.
\r\nFocus on how you can reach more of the same customers. Focus on how you can better cater to your chosen target market and, by doing so, increase the authority and perceived value of your products or services.
\r\nRelated Article: Sell With a Click: Easy Tips for Building Your First Ecommerce Website
\r\nAs Liraz Margalit, PhD, puts it simply:
\r\n\r\n\r\n“Choices can become overwhelming so make it easy for customers.”
\r\n
We can’t expect customers to do the work. Instead, use these tips to help customers overcome their fears and leverage the power of psychology to encourage them to make a firm buying decision.
\r\nHow do you control the way choice is used on your website?
\n","docType":"article","guid":"articles_6bacd8c626ef2d916c2dee4e28b2bd18","lastModified":"2016-01-21T20:00:00.000Z","published":"2016-01-21T20:00:00.000Z","structuredData":null,"subtitle":null,"template":"legacy","title":"The Psychology of Choice: How Your Business Can Leverage Customer Decision Making","type":"article","author":{"avatar":"https://staging.business.com/images/author/565/31cb42f87b1ba1b8b45c4/100-100","bio":"Aaron Agius is an experienced search, content and social marketer. He has worked with some of the world’s largest and most recognized brands to build their online presence. See more from Aaron at Louder Online, their Blog, Facebook, Twitter, Google+ and LinkedIn.","name":"Aaron Agius","image":null,"slug":null,"social":{"facebook":"https://www.facebook.com/iamlouderonline","linkedin":"http://www.linkedin.com/company/louder-online/","twitter":"iamlouderonline","website":"http://www.louderonline.com.au/"},"status":"disabled","title":null,"type":"Old BDC Member","user":{"imagePath":"https://staging.business.com/images/undefined","profile":{"company":"Zize Bikes, Super Sized Cycles","jobTitle":"Founder and CEO","website":"http://www.ZizeBikes.com/"}}},"breadcrumbs":null,"channels":{"primary":{"name":"Business Basics","slug":"business-basics"},"sub":{"name":"Starting a Business","slug":"starting-a-business"}},"meta":{"robots":"index, follow","description":"People love having choices, but facing too many leads to overwhelm and inaction. Here's how business owners can use choice effectively.","title":"How to Leverage The Psychology of Choice - business.com"},"parsedContent":{"toc":[],"json":[{"component":"p","children":["You visit two different websites in the same industry."]},{"component":"p","children":["One of those websites offers you three options, the other presents 15 different choices."]},{"component":"p","children":["Out of the two, which website do you think will perform the best?"]},{"component":"p","children":["Naturally, we’d be inclined to think that people love having the power of choice - and they do."]},{"component":"p","children":["They are attracted to - and can become ",{"component":"a","props":{"href":"https://www.psychologytoday.com/blog/behind-online-behavior/201410/the-psychology-choice","target":"_blank","rel":"nofollow"},"children":["addicted to the possibilities of choice"]},"—because they intuitively feel they’ll find something that best satisfies their needs."]},{"component":"p","children":[{"component":"em","children":["Related Article:"]}," ",{"component":"Link","props":{"href":"http://www.business.com/human-resources/hrs-new-weapon-of-choice-people-analytics-care-of-big-data/"},"children":["HR's New Weapon of Choice: People Analytics, Care of Big Data"]}]},{"component":"p","children":["But while this might be how individuals feel, the psychology of choice proves that “the ",{"component":"a","props":{"href":"https://www.psychologytoday.com/blog/behind-online-behavior/201410/the-psychology-choice","target":"_blank","rel":"nofollow"},"children":["more options"]}," we have, the less likely we are to make a decision at all.”"]},{"component":"p","children":["Having too many choices often leads to overwhelm and inaction—otherwise known as ",{"component":"a","props":{"href":"https://hbr.org/2006/06/more-isnt-always-better","target":"_blank","rel":"nofollow"},"children":["choice paralysis"]},"."]},{"component":"p","children":["So as business owners, how can we leverage this psychology to our own advantage?"]},{"component":"h3","children":[{"component":"em","children":["The Psychology of Choice"]}]},{"component":"p","children":["The concept of \"psychology of choice\" was coined in 2000 by psychologists ",{"component":"a","props":{"href":"https://hbr.org/2006/06/more-isnt-always-better","target":"_blank","rel":"nofollow"},"children":["Sheena Iyengar and Mark Lepper"]},", made popular by a study evaluating consumer choices."]},{"component":"p","children":["In their experiment, Iyengar and Lepper presented shoppers with 24 varieties of jam, giving them a taste test and a $1 coupon off any jar of jam."]},{"component":"p","children":["In a separate test, they gave shoppers six varieties of jam, offering taste tests, but no coupons."]},{"component":"p","children":["Surprisingly, shoppers visiting the large display were one-tenth as likely to make a purchase."]},{"component":"p","children":["Since Iyengar and Lepper’s landmark study, ",{"component":"a","props":{"href":"https://scholar.google.com.au/scholar?q=psychology+of+choice+study&hl=en&as_sdt=0&as_vis=1&oi=scholart&sa=X&sqi=2&ved=0ahUKEwiGpd_7qa_JAhXGKKYKHQhiAcMQgQMIGjAA","target":"_blank","rel":"nofollow"},"children":["ample research has followed"]}," proving that, when it comes to consumer choice, the results are the opposite of what we’d naturally expect."]},{"component":"p","children":["If there are too many options:"]},{"component":"ul","children":[{"component":"li","children":["Customers fear making the wrong choice"]},{"component":"li","children":["The decision becomes more complicated"]},{"component":"li","children":["It triggers the urge to find additional options"]}]},{"component":"p","children":["When it comes down to it, consumers faced with too many choices are more likely to walk away than to select an option."]},{"component":"h3","children":[{"component":"em","children":["10 Ways Your Startup Can Leverage the Psychology of Choice"]}]},{"component":"p","children":["Certainly, you’ll want to offer your customers the choices they’ll respond best to—no matter how many options that requires."]},{"component":"p","children":["Fortunately, there are ways we can use this psychology to our advantage."]},{"component":"h4","children":[{"component":"em","children":["1. Eliminate Unnecessary Choices"]}]},{"component":"p","children":["Evaluate your product and service offerings and ask ",{"component":"a","props":{"href":"https://www.usertesting.com/blog/2015/07/28/how-to-use-the-psychology-of-choice-to-increase-online-sales/","target":"_blank","rel":"nofollow"},"children":["what needs to get the cut"]},"."]},{"component":"p","children":["How can you streamline the choices you currently offer to make the user experience more laser focused and generate more sales?"]},{"component":"p","children":["As ",{"component":"a","props":{"href":"https://www.psychologytoday.com/blog/behind-online-behavior/201410/the-psychology-choice","target":"_blank","rel":"nofollow"},"children":["an example"]},", consider Bishuli, an Italian recipe blog that reduced its options on two different pages, producing an increased clickthrough from 2.7 to 12.3 percent and 3.6 to 11.5 percent."]},{"component":"h4","children":[{"component":"em","children":["2. Create Clear Categories"]}]},{"component":"p","children":["If you have an E-commerce store or lots of products and services and can’t eliminate choices, then create clearer categories."]},{"component":"p","children":[{"component":"a","props":{"href":"https://www.usertesting.com/blog/2015/07/28/how-to-use-the-psychology-of-choice-to-increase-online-sales/","target":"_blank","rel":"nofollow"},"children":["According to research"]},", we can handle more categories than choices because it helps us easily narrow down our options. Spencer Lanoue, writing for UserTesting, suggests “instead of giving people 24 options, give them a choice of 6 categories, and then another choice of 4 options.”"]},{"component":"h4","children":[{"component":"em","children":["3. Don’t Present More Than Five Options at Any One Time"]}]},{"component":"p","children":["As suggested above, try to narrow down the choices to five at a time, ",{"component":"a","props":{"href":"https://hbr.org/2006/06/more-isnt-always-better","target":"_blank","rel":"nofollow"},"children":["as research shows"]}," that’s the optimal amount the brain can handle at any one time."]},{"component":"p","children":["Putting principles #2 and #3 into action, you’ll notice that, on the left of ",{"component":"a","props":{"href":"http://www.zappos.com/","target":"_blank","rel":"nofollow"},"children":["Zappos"]}," website, they present clear categories and only offer five options in each."]},{"component":"p","children":[{"component":"picture","props":{"className":"aligncenter full"},"children":[{"component":"source","props":{"srcSet":"/images/content/569/672e03087b1357f3b1a59/aaron2.1200by877.png 1200w, /images/content/569/672e03087b1357f3b1a59/aaron2.668by488.png 668w, /images/content/569/672e03087b1357f3b1a59/aaron2.320by233.png 320w","sizes":"668px, 100%"}},{"component":"img","props":{"src":"/images/content/569/672e03087b1357f3b1a59/aaron2.320by233.png","alt":"offering no more than 5 options example of Zappos","width":"320","height":"233","data-content-img-id":"569672e03087b1357f3b1a59"}}]}]},{"component":"p","children":[{"component":"em","children":["Related Article: "]},{"component":"Link","props":{"href":"http://www.business.com/ecommerce/must-dos-when-starting-an-e-commerce-website/"},"children":["The Essential Checklist: Must Do's When Starting an E-commerce Website"]}]},{"component":"h4","children":[{"component":"em","children":["4. Provide a ‘Default’ or ‘Suggested’ Option"]}]},{"component":"p","children":["It’s your job to focus the customer and help them make the best purchase decision. Don’t do this through being pushy, but rather by being suggestive."]},{"component":"h4","children":[{"component":"em","children":["5. Provide Social Comparisons"]}]},{"component":"p","children":["Amazon does this well by showing related products that people like or buy:"]},{"component":"p","children":[{"component":"picture","props":{"className":"aligncenter full"},"children":[{"component":"source","props":{"srcSet":"/images/content/569/673063187b1427c951f11/aaron3.1200by449.png 1200w, /images/content/569/673063187b1427c951f11/aaron3.668by250.png 668w, /images/content/569/673063187b1427c951f11/aaron3.320by119.png 320w","sizes":"668px, 100%"}},{"component":"img","props":{"src":"/images/content/569/673063187b1427c951f11/aaron3.320by119.png","alt":"providing social comparisons","width":"320","height":"119","data-content-img-id":"569673063187b1427c951f11"}}]}]},{"component":"p","children":["Although Amazon has thousands of products, they provide filtering options like this to help consumers narrow down their choices."]},{"component":"h4","children":[{"component":"em","children":["6. Simplify Your Website"]}]},{"component":"p","children":["Add only what you need to your site navigation to ",{"component":"a","props":{"href":"https://blog.kissmetrics.com/too-many-choices/","target":"_blank","rel":"nofollow"},"children":["simplify your site"]},"."]},{"component":"p","children":["Instead of offering everything from one page, think about the one or two goals you want to achieve from each page and focus on achieving them."]},{"component":"p","children":["Think about Google, when you go to search you only find one thing on the landing page, a search bar. It’s a simple, straight-forward way for the engine to drive users towards its desired action."]},{"component":"h4","children":[{"component":"em","children":["7. Provide Three Pricing Options"]}]},{"component":"p","children":["While you don’t want to flood viewers with options, giving them a few options still appeals to the ",{"component":"a","props":{"href":"http://smallbusinessbc.ca/article/the-psychology-of-pricing-and-the-power-of-choice/","target":"_blank","rel":"nofollow"},"children":["consumer's desire for choice possibilities"]},"."]},{"component":"p","children":["It’s also been shown that, when offered three options, people will usually choose the middle package, making the following a great way to create an instant comparison:"]},{"component":"p","children":[{"component":"picture","props":{"className":"aligncenter med"},"children":[{"component":"source","props":{"srcSet":"/images/content/569/673433287b1fb7ab8e799/aaron4.742by627.png 742w, /images/content/569/673433287b1fb7ab8e799/aaron4.412by348.png 412w, /images/content/569/673433287b1fb7ab8e799/aaron4.206by174.png 206w","sizes":"(min-width: 870px) 412px, (min-width: 400px) 38vw, 62%"}},{"component":"img","props":{"src":"/images/content/569/673433287b1fb7ab8e799/aaron4.206by174.png","alt":"providing three price options","width":"206","height":"174","data-content-img-id":"569673433287b1fb7ab8e799"}}]}]},{"component":"p","children":["Instead of comparing your product or service to another product or service, consumers compare the three pricing packages, increasing the odds that they’ll eventually purchase from you."]},{"component":"h4","children":[{"component":"em","children":["8. Choose Specific Times to Send Correspondence"]}]},{"component":"p","children":["If you’re sending out promotional offers, send them early in the day."]},{"component":"p","children":["People have to make a combination of simple and complex decisions throughout the course of the day, so they have ",{"component":"a","props":{"href":"http://blog.hubspot.com/sales/the-psychology-of-choice","target":"_blank","rel":"nofollow"},"children":["less mental power and energy"]}," to make decisions toward the end of the day."]},{"component":"p","children":["Make sure your message hits them when they’re most receptive to making the choice to work with your company."]},{"component":"h4","children":[{"component":"em","children":["9. Present Just One Offer in Emails"]}]},{"component":"p","children":[{"component":"a","props":{"href":"https://www.campaignmonitor.com/blog/email-marketing/2015/06/creating-marketing-offer-emails/","target":"_blank","rel":"nofollow"},"children":["Time"]}," and ",{"component":"a","props":{"href":"https://blog.kissmetrics.com/too-many-choices/","target":"_blank","rel":"nofollow"},"children":["time again"]},", expert marketers have emphasized the importance of making just one offer in ",{"component":"a","props":{"href":"http://louder.online/how-to-create-email-newsletters-that-dont-suck-2/","target":"_blank","rel":"nofollow"},"children":["email communications"]},"."]},{"component":"p","children":["When we think about the psychology of choice, it’s easy to understand why - emphasizing one product, service or offer helps the buyer make a decision, rather than get caught up deciding between too many options."]},{"component":"h4","children":[{"component":"em","children":["10. Less is More"]}]},{"component":"p","children":["Want a quick way to increase your conversion rates? ",{"component":"a","props":{"href":"http://www.dessertprofessional.com/index.php/spotlight/business-of-dessert/501-profit-the-psychology-of-choice","target":"_blank","rel":"nofollow"},"children":["Make the choices easier."]}]},{"component":"p","children":["Keep things simple and remember that less is more."]},{"component":"p","children":["Focus on how you can reach more of the same customers. Focus on how you can better cater to your chosen target market and, by doing so, increase the authority and perceived value of your products or services."]},{"component":"p","children":[{"component":"em","children":["Related Article:"]}," ",{"component":"Link","props":{"href":"http://www.business.com/ecommerce/sell-with-a-click-easy-tips-for-building-your-first-ecommerce-website/"},"children":["Sell With a Click: Easy Tips for Building Your First Ecommerce Website"]}]},{"component":"p","children":["As Liraz Margalit, PhD, ",{"component":"a","props":{"href":"https://www.psychologytoday.com/blog/behind-online-behavior/201410/the-psychology-choice","target":"_blank","rel":"nofollow"},"children":["puts it simply"]},":"]},{"component":"blockquote","children":[{"component":"p","children":["“Choices can become overwhelming so make it easy for customers.”"]}]},{"component":"p","children":["We can’t expect customers to do the work. Instead, use these tips to help customers overcome their fears and leverage the power of psychology to encourage them to make a firm buying decision."]},{"component":"p","children":["How do you control the way choice is used on your website?"]}]},"resource":null,"sponsorship":null,"thumbnail":{"path":null,"caption":"Prostock-Studio / Getty Images","isBlurred":true},"bestPicks":null},"related":{"relatedArticles":[{"title":"The Psychology of Choice: How Your Business Can Leverage Customer Decision Making","canonical":"https://www.business.com/articles/the-psychology-of-choice-and-how-your-startup-can-leverage-it/","slug":"the-psychology-of-choice-and-how-your-startup-can-leverage-it","thumbnail":"https://www.business.com/images/channel/business-basics.jpg","dek":"People love having choices, but facing too many leads to overwhelm and inaction. Here's how business owners can use choice effectively.","lastModified":"2016-01-21T20:00:00Z","published":"2016-01-21T20:00:00Z","sponsored":false},{"title":"5 Quick Ecommerce Design Changes To Boost Your Cyber Monday Sales","canonical":"https://staging.business.com/articles/5-ecommerce-design-changes-to-boost-your-holiday-sales-this-year/","slug":"5-ecommerce-design-changes-to-boost-your-holiday-sales-this-year","thumbnail":"https://staging.business.com/images/content/565/4f91d3087b1f5618b4585/1500-0-","dek":"Thousands of people with real buying intent will visit Ecommerce sites on Cyber Monday. Your design needs to be optimized to take advantage.","lastModified":"2015-11-25T19:00:00Z","published":"2015-11-25T19:00:00Z","sponsored":null},{"title":"Shopper's Delight: The Fundamental Guidelines for E-Commerce Design","canonical":"https://staging.business.com/articles/shoppers-delight-the-fundamental-guidelines-for-e-commerce-usability-design/","slug":"shoppers-delight-the-fundamental-guidelines-for-e-commerce-usability-design","thumbnail":"https://staging.business.com/images/content/555/a17c02f87b19c458b45aa/1500-0-","dek":"How can you ensure an e-commerce site design that optimizes user experience with easy usability? Here are 9 essential tips.","lastModified":"2017-02-22T23:55:47Z","published":"2015-05-18T13:00:00Z","sponsored":null},{"title":"Shopper's Delight: The Fundamental Guidelines for E-Commerce Design","canonical":"https://www.business.com/articles/shoppers-delight-the-fundamental-guidelines-for-e-commerce-usability-design/","slug":"shoppers-delight-the-fundamental-guidelines-for-e-commerce-usability-design","thumbnail":"https://www.business.com/images/channel/marketing.jpg","dek":"How to keep your website visitors happy and coming back for more","lastModified":"2015-05-18T13:00:00Z","published":"2015-05-18T13:00:00Z","sponsored":false},{"title":"4 Simple eCommerce Mistakes Cost Us $200,000: Don't Let Them Happen to You","canonical":"https://staging.business.com/articles/4-simple-ecommerce-mistakes-cost-us-200000-dont-let-them-happen-to-you/","slug":"4-simple-ecommerce-mistakes-cost-us-200000-dont-let-them-happen-to-you","thumbnail":"https://staging.business.com/images/content/566/f045d2f87b1a46c8b45c5/1500-0-","dek":"Why a $350 site beat our beautiful $200,000 online store, and the lessons we learned from our missteps. Don't make the same mistakes!","lastModified":"2017-02-22T23:58:56Z","published":"2015-12-16T22:00:00Z","sponsored":null},{"title":"4 Simple eCommerce Mistakes Cost Us $200,000: Don't Let Them Happen to You","canonical":"https://www.business.com/articles/4-simple-ecommerce-mistakes-cost-us-200000-dont-let-them-happen-to-you/","slug":"4-simple-ecommerce-mistakes-cost-us-200000-dont-let-them-happen-to-you","thumbnail":"https://www.business.com/images/channel/marketing.jpg","dek":"Why a $350 site beat our beautiful $200,000 online store, and the lessons we learned from our missteps. Don't make the same mistakes!","lastModified":"2015-12-16T22:00:00Z","published":"2015-12-16T22:00:00Z","sponsored":false},{"title":"Helpful Feedback: What Customers Like to See in an E-commerce Site","canonical":"https://staging.business.com/articles/what-customers-like-to-see-in-an-e-commerce-site/","slug":"what-customers-like-to-see-in-an-e-commerce-site","thumbnail":"https://staging.business.com/images/content/578/29ebf3287b1a1275a5a8e/1500-0-","dek":"Creating your site may be easy, but here are some of the key features customers like to see in an E-commerce site.","lastModified":"2016-07-12T22:00:00Z","published":"2016-07-12T22:00:00Z","sponsored":null},{"title":"4 Things That Will Have a Huge Impact on Your Website Performance in 2016","canonical":"https://staging.business.com/articles/4-things-that-will-have-a-huge-impact-on-your-website-performance-in-2016/","slug":"4-things-that-will-have-a-huge-impact-on-your-website-performance-in-2016","thumbnail":"https://staging.business.com/images/content/568/2be943187b1857541fde8/1500-0-","dek":"The Internet transforms at the speed of light. Give your website the leg up in the new year with these important updates and changes.","lastModified":"2015-12-31T14:00:00Z","published":"2015-12-31T14:00:00Z","sponsored":null},{"title":"Here’s Why Your Website Is Doing Nothing to Grow Your Business","canonical":"https://staging.business.com/articles/heres-why-your-website-is-doing-nothing-to-grow-your-business/","slug":"heres-why-your-website-is-doing-nothing-to-grow-your-business","thumbnail":"https://staging.business.com/images/content/566/f59cc3087b14b2d8b45c6/1500-0-","dek":"Really, it's not that difficult to build a website that brings in the traffic. Here's how to do it.","lastModified":"2015-12-18T17:00:00Z","published":"2015-12-18T17:00:00Z","sponsored":null},{"title":"Make It Shine: 5 Features That Can Make a Good Website Great","canonical":"https://staging.business.com/articles/5-features-that-can-make-a-good-website-great/","slug":"5-features-that-can-make-a-good-website-great","thumbnail":"https://staging.business.com/images/content/567/ab5123287b1917496f92d/1500-0-","dek":"You could argue that no single aspect of Internet marketing is more important than quality web design. Here's how to take yours up a notch.","lastModified":"2019-07-31T20:56:11Z","published":"2016-01-04T20:00:00Z","sponsored":null},{"title":"Make It Shine: 5 Features That Can Make a Good Website Great","canonical":"https://www.business.com/articles/5-features-that-can-make-a-good-website-great/","slug":"5-features-that-can-make-a-good-website-great","thumbnail":"https://www.business.com/images/channel/marketing.jpg","dek":"You could argue that no single aspect of Internet marketing is more important than quality web design. Here's how to take yours up a notch.","lastModified":"2016-01-04T20:00:00Z","published":"2016-01-04T20:00:00Z","sponsored":false},{"title":"The Small Business Guide to Local Marketing #DreamSmallBiz","canonical":"https://staging.business.com/articles/the-small-business-guide-to-local-marketing/","slug":"the-small-business-guide-to-local-marketing","thumbnail":"https://staging.business.com/images/content/572/a41b83087b1e9604af199/1500-0-","dek":"Online or off, as a small business, you have a myriad options to market locally, with unique advantages over big businesses.","lastModified":"2017-02-22T23:57:21Z","published":"2016-05-05T16:00:00Z","sponsored":null}],"relatedReviews":[{"doc_type":"category","thumbnail":"https://staging.business.com/images/rz/5db752e25a215e277d8b4588/Invoicing_AndreyPopov_BDC.png","canonical":"https://staging.business.com/categories/best-collections-agency-services/","title":"The Best Collection Agency Services of 2021","dek":"We've reviewed the best collection agency services for 2021. See up-to-date comparisons on features and the best prices for the top-rated agencies.","slug":"best-collections-agency-services","lastModified":"2021-03-17T16:34:00Z"},{"doc_type":"category","thumbnail":"https://staging.business.com/images/rz/5e4edd837b437442548b456d/cash_Dutko_getty.jpg","canonical":"https://staging.business.com/categories/small-business-loans-and-financing-options/","title":"The Best Business Loan and Financing Options of 2021","dek":"Many small businesses need funding to get started. Learn about the different financing options to decide which would work best for your small business.","slug":"small-business-loans-and-financing-options","lastModified":"2021-03-11T17:24:00Z"},{"doc_type":"category","thumbnail":"https://staging.business.com/images/rz/5d4c65367b43741a258b4572/Laptop_Sfio_Cracho.png","canonical":"https://staging.business.com/categories/crm-software/","title":"The Best CRM Software of 2021","dek":"Looking for the best CRM software? We have easy-to-read, expert unbiased reviews and feature comparisons of the best and cheapest programs.","slug":"crm-software","lastModified":"2021-02-24T14:09:00Z"}],"relatedSponsoredArticles":null}},"pageContext":{"displayModified":"2016-01-21T20:00:00.000Z","template":"legacy","title":"The Psychology of Choice: How Your Business Can Leverage Customer Decision Making","meta":{"robots":"index, follow"},"docType":"articles","slug":"the-psychology-of-choice-and-how-your-startup-can-leverage-it","canonical":"https://staging.business.com/articles/the-psychology-of-choice-and-how-your-startup-can-leverage-it/","skipTOC":false}},"staticQueryHashes":[]}