"Whether you're an HR director trying to help your employees choose the right insurance plan or a marketing manager trying to move more televisions, understanding the way people react to product choices can make or break your next online campaign," says Dave Urlakis in a new e-book by The Jellyvision Lab.

How to Present Product Choices Online Without Losing People explores three major pieces of research that show how customer behavior can be influenced by the way product choices are presented.

Here are three of the points Urlakis presents:

There is no "perfect" product. You really can't please all of the people all of the time. "Be willing to make products that are polarizing," he advises. "You want one group to love it, and it's fine if another group hates it." Why? Because if you try to make one perfect product for everyone, "you're going to create something that no one loves." Better to create something that one specific segment will adore.

Too many options just confuse consumers. While you may want to create products to please different segments, be careful not to overload your site visitors with too many choices, he warns. Interactive tools play a key role here: "Help customers navigate your products by using categories and filters," Urlakis says. "Remember, interactivity is your friend … it allows your customers to focus."

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