How to use the paradox of choice in UX design to increase conversions
8 min read
How to use the paradox of choice in UX design to increase conversions

Have you ever stood in front of a candy aisle and been overwhelmed by the number of choices in front of you? Or browsing your favorite streaming media service struggling to pick something to watch because the possibilities are seemingly endless? You're not alone. This internal struggle when presented with many options to choose from is called the paradox of choice.
What is the paradox of choice?
The paradox of choice is defined as an observation that having many options to choose from can cause people to stress and problematize decision-making. 

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