Every time you provide an option, you’re asking the user to make a decision. … This doesn’t mean eliminate all choice.” – Joel Spolsky

And there-in lies the rub. Given the speed at which people can switch what they’re doing – flit to another web page or even another app – the key thing to keep in mind here is that you’re going to loose a MUCH LARGER percentage of people than you expect every time you ask for a choice.

We’ve seen this in stark black & white with the new Dance Jukebox app. We got it down to basically once choice and the amount of plays has gone up. Substantially so. Heck, in our current version, you can’t even see other choices until you’ve successfully played a song in our app.

If our experience building order flows is any indication, this will help us push revenue directly.