Most products can have a dozen variants, if not more. A can of paint can come in various sizes and weights. There can be nothing but the paint or the paint with a thinner, enhancer, weather shield and other components. The specs of a smart phone can be upgraded and downgraded to have several variants of the same model at different price points. Despite such liberties available to brands, there are only a handful of variants in most categories of products and also services. You should always offer fewer options to your customers if you want to sell more.

  • Options are overwhelming. Very few customers have the time, patience and willingness to spend half an hour to study the six or eight different options you may put forth. They may consider a second or third variant but no further. In addition to the lack of time and patience, many customers find options a tad overwhelming. If you are asked to choose between apples and oranges, you will perhaps be able to decide in an instant. If you throw in grapes and strawberries to the mix, then you will take a while longer to decide. The more options you add, the more time you need to compare your likes and dislikes, the strengths and weaknesses of all the options or you may simply find it too demanding to choose.
  • Too many options can be confusing. This leads to uncertainty and people end up not buying. Consider two realities. Apple rolls out two models or one model with two versions. There are two sets of specifications and two price points. You can easily compare them. You may be able to test them at a store. You can explore the quality of images, the aesthetics and the ease of use, you can easily decide how much you wish to spend and why leading to a purchasing decision. Now consider the second scenario where Apple releases four variants of three models, resulting in a spread of twelve devices. Given the lists of specs and the consequential differences in user experience, you will be confused to an extent and you will be indecisive.
  • Too many options are not only overwhelming and confusing for customers. They are also demanding for salespersons. A company cannot possibly have equal focus on each of its variants. Naturally, one starts to focus on the bestseller or the one that is easiest to sell. One may also focus on the option that has the highest returns on investment. Would such an approach be ideal for a company and would it yield the maximum returns eventually? If that is the case then having only the bestseller or one that sells easily is the better way to go about it.

Options are necessary but only when they are limited. For instance, if you are organizing an event and you need the audience to respond or follow up in a certain way, then you must offer them only one, two or at the most three options. Do not flood them with options. They may not choose any.

About the Author

Morris Edwards is a content writer at, he writes different topics like How To Successfully Grow Your Business In The Age Of The Customer, 10 Great Low-Cost Small Business Ideas and all topics related to Doing Business in Singapore. If you need help on setting up a company in Singapore, contact us


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