Choice architecture
How options are arranged, ordered and pre-selected.
No list of options is neutral: the order, the number, what’s pre-selected and what sits beside what all shape the choice before the shopper has compared anything. These 17 principles cover defaults, ranking, filters, comparison and how many options to show.
Centre-stage effect In a small row of similar items shown side by side, the one in the centre gets more attention and is chosen more often. Mainly Category, also Product, HomepageMainly here Tested on real shoppers Moderate Choice overload Too many options can reduce the likelihood of buying and satisfaction afterwards, but only under certain conditions. Mainly Category, also Homepage, Product, Sitewide, SearchMainly here Tested on real shoppers Contested Compromise effect Given a range, people tend to avoid the extremes and pick a middle option. Mainly Product, also CategoryMainly here Tested on real shoppers Strong Consideration set formation Shoppers first narrow to a small set they will seriously evaluate, adding an option only if it seems worth the effort of evaluating. Mainly Search, also Homepage, Category, ProductMainly here Tested in shopping-like settings Framework Decoy effect Adding a clearly worse option makes a similar, better option more attractive. Mainly Product, also CategoryMainly here Tested on real shoppers Contested Default effect People tend to stick with whatever is pre-selected. Mainly Checkout, also Product, CartMainly here Tested on real shoppers Strong Elimination by aspects Faced with many options, people take one attribute at a time and discard everything that fails it. Mainly Search, also CategoryMainly here Tested on real shoppers Framework Framing effect The same information leads to different choices depending on how it is presented. Mainly Product, also Homepage, Category, CartMainly here Tested in shopping-like settings Strong Hick's law The time taken to choose rises with the number of options, but only with its logarithm, so each extra option adds less time than the last. Mainly Sitewide, also Homepage, Category, CheckoutMainly here Not tested in shopping Strong Interactive decision aids Tools that screen options and lay finalists side by side cut effort and improve decisions, and also steer which attributes matter. Mainly Search, also Homepage, Category, ProductMainly here Tested on real shoppers Moderate Mere categorisation effect Splitting a range into more categories makes it feel more varied and leaves shoppers more satisfied, especially unfamiliar ones. Mainly Category, also Sitewide, Search, HomepageMainly here Tested in shopping-like settings Moderate 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. Mainly Search, also CategoryMainly here Tested in shopping-like settings Moderate Position (rank) bias Items higher in a ranked list get disproportionately more attention and clicks, whatever their true relevance. Mainly Search, also Category, HomepageMainly here Tested on real shoppers Strong Satisficing Most people stop at the first option that is good enough rather than hunting for the best. Mainly Search, also Homepage, Category, ProductMainly here Not tested in shopping Framework Shopping momentum A first purchase shifts people into a buying mindset that makes further, even unrelated, purchases more likely. Mainly Cart, also ProductMainly here Tested on real shoppers Moderate Single-option aversion People hesitate to buy when shown only one option, even one they like, and go off to search. Mainly Product, also CartMainly here Tested in shopping-like settings Moderate Status quo bias People prefer things to stay as they are. Mainly Cart, also Product, Checkout, Post-purchaseMainly here Tested on real shoppers Strong
No principles match all of that.
Try removing a filter or using a broader search word. Options showing 0 would give no results with your current choices.