These cute kittens are all from the same family and look quite similar, but there are differences in personality, colour and gender. How do you choose the one right for you?
What happens when a customer is trying to make a buying decision? How do you make sure that they make a purchase without feeling overwhelmed by too much choice?
The decision-making process isn’t nearly as simple and rational as we might think. All decisions - from those that are life-changing to those that are seemingly insignificant - take some amount of energy. We all enjoy having the freedom to choose; however, constantly facing an almost endless array of options is overwhelming. In fact, too many options can be so draining that they lead to“paralysis by analysis” - an experience in which you face so much decision-making difficulty that you fail to do anything at all.
What happens when a customer is trying to make a buying decision? How do you make sure that they make a purchase without feeling overwhelmed by too much choice?
The decision-making process isn’t nearly as simple and rational as we might think. All decisions - from those that are life-changing to those that are seemingly insignificant - take some amount of energy. We all enjoy having the freedom to choose; however, constantly facing an almost endless array of options is overwhelming. In fact, too many options can be so draining that they lead to“paralysis by analysis” - an experience in which you face so much decision-making difficulty that you fail to do anything at all.
Research examining decision-making found that customers are initially drawn to an abundance of choices, but then confusion sets in because of information overload. The decision then made is not necessarily the right one for them. Essentially, the more options you are given, the more likely you are to regret the option you ultimately selected (assuming that you were able to avoid “analysis paralysis” and make a choice at all).
By taking a few steps to simplify the
decisions facing your customers, you can improve sales and increase customer satisfaction.
1. Narrow down available options
Take a survey of the products or
services that you currently offer and eliminate any poor performers.
By providing fewer choices you’ll reduce the difficulty of the
decisions facing your customers.
2. Provide default selections
Individuals experience even greater
difficulty when selecting from options that they know little about,
or options that are incredibly similar. Provide recommendations and
default selections for each category of products or services that you
offer.
3. Allow limited time returns or
refunds
A limited time return or refund can
help to encourage decision-making by reducing the fear of regret.
If customers know that they have the option to return an item they
find unsatisfactory, they will be more likely to make a purchase.
Are there other ways you have found to help your customers make up their minds? I would love to hear your ideas below.
Related article:
How to Turn Browsers Into Buyers Hungry for Your Product
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