Decision Overload? Here's How to Help Your Customers Choose with Confidence
Melina Palmer
The Brainy Business CEO + podcast host. 3x Author. Consultant. Keynote + TEDx speaker. Inc columnist. Teaching Applied Behavioral Economics via Texas A&M Human Behavior Lab.
Feeling like there are just too many options out there these days? You're not alone! From endless ice cream ?? flavors to complex financial decisions ???? , choice fatigue is a real struggle.
But fear not! In the latest episode of The Brainy Business podcast, I dive into the world of choice architecture and specifically the "S" in NUDGES: structuring complex choices.
NUDGES are a foundation of behavioral economics, and there are 6 categories: iNcentives, Understanding mapping, Defaults, Give feedback, Expect error, and Structuring complex choices (yes, I have dedicated episodes on all of these). ??
What if My Business Is Complex?
Some business choices are inherently complex, and always will be -- but that doesn't mean they need to feel hard or confusing for your buyers. When you understand how to structure those complex choices, the decision to buy from/work with you is easier for your customers. (Win!)
Complex doesn't need to mean hard.
Think of it like building a decision-making menu. Imagine going to a restaurant and having all their items listed in alphabetical order. That would be a terrible experience that is unnecessarily difficult. Restaurants make their complex offerings feel simpler by sorting them into common categories first: appetizers, drinks, salads, entrees, desserts.
What are the common "categories" for your business and sales process? Being thoughtful about how people can streamline their decisions and group like-choices together can make the entire buying process easier (so people are less likely to be overwhelmed and abandon the whole process).
Here are some key takeaways to empower your customers:
?? Less is More: Offering too many choices is paralyzing. Help your customers filter options by highlighting key features or using categories. Imagine apartment hunting - in this case location, price, and # of bedrooms are great filters to start with.
领英推荐
??? Mapping It Out: Make the connection between choices and their outcomes super clear. Think of it like a roadmap leading your customers to the perfect decision for them.
??? Investigate Others: The internet is a choice architecture wonderland. Websites like Amazon and Zillow use smart algorithms to recommend products and narrow down options. See what others are doing by trying out sites. Which experiences could be complex but feel easy? What seemingly simple opportunities feel heavy and daunting? Find opportunities for your business to uplevel by learning from others.
Why Does This Matter?
By simplifying choices, you're not just helping your customers, you're boosting your business. Happy customers who make informed decisions are more likely to convert and come back for more!
Want to learn more about Structuring Complex Choices?
Tune in to the full episode and learn how to make even the most complex buying decisions easier (so more people buy).
Want more behavioral insights?
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Customer Insights & CX Strategist | VoC Messaging Strategist | Customer Experience Advocate | VOC Expert and Professional Dot Connector & Sense-maker
3 个月Looking forward to giving this a listen Melina Palmer. I was struggling with how to present my offers (it's a mix of project management, voc research and copywriting) and I wasn't sure how to position it on my service page. Hoping this episode will provide some clarity :)
Business Growth Coach | International Speaker | International Educator | Best Selling Author
4 个月fantastic episode with valuable takeaways! Would love to be a part of the next one. Looking forward to it!
Communication = Persuasion. I help you be awesome at both. | Creator of The Communication Equation framework
4 个月Looking forward to this one Melina!
Ironically, it’s easier to make a process hard. ?? As Melina shares here, getting to easy takes some effort — but it’s worth it!
I help brands drive growth using psychology to understand and influence consumer behavior.
4 个月If your team is pondering all things "pricing" give this a listen. Most marketers overlook that the MENTAL WORK of navigating pricing and associated choice overload are often just as punitive as the prices themselves. Melina is so great at simplifying choice to make your brand 'easy to buy'...