A website must contain just the right amount of "options." If there aren't enough options, the user will feel as if they don't have any. Too many options will cause undue stress and may even scare the user away. The illusion of choice will lead the user to select one of two or three options on the website, all of which will result in the same result. If the company aims to sell things, the website should urge users to buy now via e-commerce or later via marketing emails. That way, regardless of the options consumers choose, the company will benefit.