TL;DR:
More options ≠ better outcomes.
Guided experiences rooted in de-selection reduce friction and increase conversions.
These same experiences give you valuable, consented data to fuel smarter, more personalized marketing.
Want to grow faster? Help your customers do less.
The Illusion of More = Better
Marketers have long operated under the assumption that more is better—more products, more pages, more offers. But more choice often paralyzes customers. The result? Lower engagement, fewer conversions, and frustrated buyers who bounce instead of buying.
And while this tension isn’t new, many brands still ignore it—flooding visitors with options, filters, and tabs instead of helping them navigate confidently.
The Power of De-Selection
Remember the famous jam study?
In 2000, researchers Sheena Iyengar and Mark Lepper found that when shoppers were presented with 24 jam options, they were significantly less likely to buy than when shown just 6. The takeaway: choice attracts, but clarity converts.
When applied to digital, the principle still holds. The secret isn’t more options—it’s better guidance. Your goal isn't to overwhelm; it’s to help customers self-select what matters and eliminate what doesn’t. This principle is known as de-selection—and it works.
The Solution: Guided, Interactive Experiences
Guided selling and product finders are the digital equivalent of your best in-store associate. They ask a few smart questions up front, narrow down options based on preferences, and lead the customer to a confident decision—all while capturing consented, high-value data in the process.
Take Marmot, for example. TThey launched an interactive “jacket finder” on their site. The journey starts by selecting MEN or WOMEN—instantly cutting the choice set in half. As users proceed, each selection refines the options based on needs like weather or activity type.
This intentional process of helping users de-select translated into real results:
+47% lift in conversions
+34% lift in average order value
+18% increase in time on site
8.5X ROI from a single experience
89% quiz completion rate
But here’s the kicker: every interaction also gave Marmot declared, consented data—preferences, intentions, and priorities—data most brands can only guess at.
Less Guessing, More Growing
De-selection isn’t just good UX—it’s good data strategy. When you help customers narrow their options, you collect signals that go far beyond clicks. You get declared data—information directly shared by the customer, with consent—that feeds your first-party data strategy and unlocks personalization at scale.
With tools like BlueConic’s Experiences by Jebbit, marketers can create these interactive journeys—product finders, quizzes, polls—without developers or long timelines. And every interaction becomes another layer in the customer profile you can use to personalize messaging, offers, and journeys across every channel.
Ready to turn insight into action? Request a demo and see how BlueConic can help.
