When the young couple looked at the choices of new TV’s at a big box store, I could see they were overwhelmed. They stood still, shaking their heads, clearly confused. They kept walking back and forth reading labels, checking out the pricing and trying to decipher language they didn’t understand.
What is 4K, Bezel, Contrast Ratio, Frame Rate, and HDCP? And that’s was just the first row of sets.
The couple walked away, and I couldn’t help but go over to them and ask, why they didn’t buy one of the hundreds of choices. Couldn’t you find what you wanted?
I told them I was curious about how people make decisions when they are buying stuff and didn’t work at the store. Todd told me the following,
“I guess we both froze and just didn’t know where to start. So many sizes, styles, prices, and technology, we aren’t sure how to even begin. It was easier to leave then decide. Since no one could help us, we tried to figure it out, but with so many choices, we just decided to leave and deal with this another day.”
Make the Path Simpler
When we understand a customer’s journey when they make a decision, we should make their experience easier with simple choices. Maybe we organize the TV’s based as good, better and best. Do we group them by size or technology or price? What happens when we show one TV with a sign that says, most people bought this set in the last 30 days.
More features, more products, and more choices often aren’t the answer.
Take away options, reduce choices and simplify the process.
Understand how people make decisions. When you subtract, categorize and simplify, decisions can become more natural.
Complexity is like glue in decision making. It gets you stuck in a place where you are unable to decide, get frustrated and leave.
Are your customers overwhelmed with too many choices?
I’m very good at simplifying complexity. Need help? You can set up a time to chat with me about your marketing challenges using my calendar. Email me jeffslater@themarketingsage.com Call me. 919 720 0995. The conversation is free, and we can explore if working together makes sense. Try my new chat feature on my site if you have a quick question.
Photo by Dmitry Ratushny on Unsplash
