✅ Psychology
Cut the options when buyers don't know what they want
In a supermarket test, a tasting table with 24 jams pulled in more browsers, but the 6-jam table turned roughly ten times as many tasters into buyers. Later studies found the effect is patchy: it bites hardest when the options look alike and people arrive without a clear preference. So trim choice where your customers are deciding cold, and leave the full range for those who already know what they’re after.