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.