The relationship between options and conversions based on
Posted: Wed Jan 22, 2025 6:08 am
How can we effectively use the power of "choice" that we all have?
In this article, we will introduce the "Jam Law," a law related to "selection," in relation to digital marketing.
What is "Jam's Law"?
Jam's Law
The Jam study is a law that describes how humans behave when faced with choices:
as the number of options increases, the choice becomes more difficult .
Due to the characteristics of this law, it is also called the "Law of Decision Avoidance."
Professor Sheena Iyengar, who published the "Jam Law," conducted an advantages of truemoney database experiment in a supermarket to see which of the following two patterns was more likely to be purchased:
Pattern 1: A tasting corner selling six different kinds of jam
Pattern 2: A tasting corner selling 24 different kinds of jam
The results of the experiment showed that the 24 types of pattern 2 were the most visited,
but the 6 types of pattern 1 were overwhelmingly more likely to be purchased.
Pattern 1: A tasting corner selling six different kinds of jam
Percentage of shoppers stopping by: 40%
Percentage of customers who stop by and then make a purchase: 30%
Final purchase rate: 12%
Pattern 2: A tasting corner selling 24 different kinds of jam
Percentage of shoppers stopping by: 60%
Percentage of customers who stop by and then make a purchase: 3%
Final purchase rate: 1.8%
Types of jam offered
Percentage of shoppers stopping by Percentage of customers who stop by and then
make a purchase Final
purchase ratio
24 types 60% 3% 1.8%
6 types 40% 30% 12%
When developing a business, it is common to offer a wide range of products and plans, but offering too many options can
actually lead to many users being reluctant to make a purchase altogether , as they may feel reluctant to make the wrong choice and lose out .
In this article, we will introduce the "Jam Law," a law related to "selection," in relation to digital marketing.
What is "Jam's Law"?
Jam's Law
The Jam study is a law that describes how humans behave when faced with choices:
as the number of options increases, the choice becomes more difficult .
Due to the characteristics of this law, it is also called the "Law of Decision Avoidance."
Professor Sheena Iyengar, who published the "Jam Law," conducted an advantages of truemoney database experiment in a supermarket to see which of the following two patterns was more likely to be purchased:
Pattern 1: A tasting corner selling six different kinds of jam
Pattern 2: A tasting corner selling 24 different kinds of jam
The results of the experiment showed that the 24 types of pattern 2 were the most visited,
but the 6 types of pattern 1 were overwhelmingly more likely to be purchased.
Pattern 1: A tasting corner selling six different kinds of jam
Percentage of shoppers stopping by: 40%
Percentage of customers who stop by and then make a purchase: 30%
Final purchase rate: 12%
Pattern 2: A tasting corner selling 24 different kinds of jam
Percentage of shoppers stopping by: 60%
Percentage of customers who stop by and then make a purchase: 3%
Final purchase rate: 1.8%
Types of jam offered
Percentage of shoppers stopping by Percentage of customers who stop by and then
make a purchase Final
purchase ratio
24 types 60% 3% 1.8%
6 types 40% 30% 12%
When developing a business, it is common to offer a wide range of products and plans, but offering too many options can
actually lead to many users being reluctant to make a purchase altogether , as they may feel reluctant to make the wrong choice and lose out .