Summary: When the key differences between choices are implied or buried, users often select the wrong option or misunderstand the features.
This is an updated version of an article written by Jakob Nielsen in 2013.
Users are bombarded with choices on the internet. That’s why the best websites make it easy for users to analyze options and make informed, low-stress decisions.
One easy and effective way to improve decision making on your website is to distinguish between choice options clearly. Emphasizing the attributes that differ in choices with minimal distinction and noting the key differences in choices with many dissimilarities will greatly improve users’ confidence in making choices on your site.
For more information on improving the decision-making experience, check out our new report: Helping Users Make Decisions: Reduce Choice Overload and Avoid Overwhelming Users.
