Unnecessary options kill usability and cost you money.

On Sunday, I wanted to look up the hours of my local Goodyear. However, since the closest Goodyear is slightly more than 10 miles away it required me to search a second time.

There is absolutely no reason for this.

• A second search gives me an opportunity to just walk away.
• Is there really a difference between 10 and 11 miles?
• Why not just display the locations sorted by the closest?
• Do users really need the millage? Has this ever saved a sale?

Just because you have the information and can present a choice doesn’t mean your users need it.

Be selfish, keep the options to yourself.