Innovate by giving less choice

Ever go buy a pair of shoes and get asked by the cashier if you'd like a bottle of leather protectant? Usually the cashier will offer you only one: she knows that you don't have time to think/compare/scrutinize different offerings. You just want to get out of the store and do what you have to do.

"OK. I'll take one. Throw one in the bag."

The same thing occurs in the online world at the check out. In most cases, though, you'll be offered more than one -- you might be offered six or seven.

"Oh yeah, let me just read about these and make another purchase." Not.

Often people cannot accept that offering less will result in increased sales. It's counterintuative, but it works.

Here in Taiwan, many of the traditional food stores offer only one type of food: E.g. Beef noodles; dumplings; or red bean cakes. It is these stores -- the ones that offer a limited choice -- that have the lines outside the door.