Analysis paralysis can undermine calls to action, damage the user experience and impact conversion. But what do we do about it?
Whether you know it as analysis paralysis, choice paralysis or decision paralysis, we have all encountered it both personally and with the sites we run.
In fact analysis paralysis and choice paralysis are slightly different things, but they are deeply intertwined. The more choices we are faced with, the more likely we are to over analyse the options available and the less likely we are to act.
It is a problem beautifully summed up by Hicks Law. This law states that there is a predictable increase in the time it takes somebody to decide, as the number of options goes up.