It is a funny thing in digital experiences – too many choices can decrease the conversion to sales on your website. We recently presented on this topic at the Interactive Minds Digital Summit, focusing on the value of behavioural sciences in designing your website.
Below are a few key insights from the talk…
- Limit choices: Too many product or service choices can inhibit people from making a decision, or feeling regret or dissatisfaction with their choice (buyer’s remorse).
- Give people comparisons – three works well to drive people towards your preferred purchase option.
- Use on-site reviews to provide confidence, and help with comparison.
- If you do have a lot of choices, try grouping similar choices in categories.
- If there are a lot of choices to be made in selecting the final product/service, start with easy choices first. For example, if you are an airline, start with asking people where they want to go.
If you are passionate about improving the user experience of your website to drive better outcomes, I’m always free for a chat.