Choice

Choice

Choice paralysis is a very common occurrence and simple mistake in marketing. This is when the consumer is faced with too many options, so they become overwhelmed and "paralysed by choice". This leads to a reduced conversion rate for the business. 

Lucky for you, there are lots of different ways to encourage sales in the business and overcome consumer paralysis. The ones that we will cover today include: Limiting Choice, Product Comparison, and Grouping Similar Products. 

Limiting choice is the obvious solution. If people aren't buying as they have too much choice, why not reduce how much choice they have? It may seem counter productive but if you offer 13 different options for similar products, customers are likely to get confused and make no choice. Whereas if there are only 3 options, the choice is clearer and customers are more likely to actually make the purchase. 

Next is product comparison. If you find that you have reduced the number of choices but still have a lot of products, another solution is to show a product comparison table demonstrating the features and differences between each product. This will allow consumers to decide which product is best for them, without being overwhelmed. 

Similarly, is the grouping option. This proposes that to reduce the number of products, group similar products that only differ in colour, size, or pattern. This hides the number of products that are available and reduces the overwhelming factors. This can also be applied through product categories. To navigate the site, you may decide to create product categories, to again limit the number of perceived products. 

This has been a quick overview of some very simple ways to quickly boost conversion by reducing choice paralysis. What works best for your business is something you can test by playing around with these options. Good luck, and happy marketing.

-- From Marketing to Mind --

Photo by Alexander Schimmeck on Unsplash