Whilst most websites (debatable) concentrate on adding new features and functionality, I would like to question whether reducing the amount of options you are providing to a user would aid their user experience?
Take the example, of tshirts. If you had 12 tshirts to pick from instead of 24, would this ultimately improve your conversion rate or reduce it?
A good example of this research is undertaken by Neil Patel here - http://www.quicksprout.com/2014/02/24/how-reducing-options-can-increase-your-conversions/
The NY Times example highlighted above with the jam might answer my question, but that's one example. Do you believe that this answer varies industry to industry? When trying to explain this to a client how would you best approach it and are there any famous / recent examples you could provide to fortify the claim "reducing your number of options to an acceptable level you show the user should in theory increase your conversions"
I'm almost certain HFI call this "Decidophobia". What an awful word.