Too many choices can quietly kill your conversion rate. I’ve written plenty about how Costco increases sales by reducing choices. A new wave of research from UCLA Anderson Review and lseee.net shows that even three options in online retail can overwhelm shoppers. Two works best. Specifically: an anchor and an upgrade. When the brain hits choice overload, it defaults to inaction. But with two clear tiers, buyers can say, “I’m THIS kind of customer.” That’s why small brands launching four, six,...