Over-search in ranked lists

When results are already sorted best-first, looking further down exposes people to worse options and can lower the quality of what they choose.

Choice architecture Mainly on Search pages
Where it applies

Two of the eight page areas.

HomepageNot typical CategoryAlso applies SearchMainly here ProductNot typical CartNot typical CheckoutNot typical Post-purchaseNot typical

Not usually a sitewide principle. See everything at work on Search pages

How to use it

Three ways to put it to work.

  • Show a strong first page when the relevance ranking is good.
  • Offer “top picks” rather than encouraging deep pagination.
  • Keep infinite scroll for browsing contexts.
What the research found

Showing more ranked results lowered choice quality. Lab evidence, lightly replicated.

Showing 50 rather than 15 quality-ordered recommendations reduced choice quality.

Showing 50 rather than 15 quality-ordered recommendations reduced choice quality. Depends on the ranking actually matching what the shopper wants. Lab, lightly replicated.

Key research

Two sources, each checked.

Last reviewed

Diehl (2005) When Two Rights Make a Wrong: Searching Too Much in Ordered Environments J. Marketing Research Read the source Dellaert & Häubl (2012) Searching in Choice Mode: Consumer Decision Processes in Product Search with Recommendations J. Marketing Research Read the source