How can the paradox of choice impact virtual store results?

Have you been faced with several options of the same product and ended up giving up the purchase because you can not choose? This situation is more common than one thinks and is called the paradox of choice. This paradox influences the success of a business in that, even when the customer decides to buy, he may become dissatisfied with the options.

In the world of virtual commerce, this is quite common. However, if you want to better understand how this process works and how to help your customers make the best (and blameless) choices, read this article through to the end and check it out!

What is the paradox of choice?

For a long time we believed that our well-being was directly linked to the amount of freedom we have before any choice, that is, the more decisions we could make, the more freedom we would have. However, with the evolution and predominance of the information age, we end up being buried by a large number of options in whatever the desired product or service.

This excess, contrary to what it seems, ends up being detrimental in the purchasing decision process, since the more variations of the same product we have, the harder it is to find the one we consider perfect.

This way, it is more complicated to decide for the purchase, which increases the risk of regret, because there will always be a mysterious voice blowing in the ears that the other model or brand was the best choice, generating a discouragement to a new purchase.

We can say that this is because our brain is usually attracted by the number of options. However, if this number is high, the chance of not making a decision or making a wrong decision is always greater.

That is, a large number of variations of the same product can attract great visibility to your store, but this greater visibility is not always good and means more sales.

How does it affect the outcome of e-commerce?

This paradox is applicable in e-commerce since, with the popularization of the internet and access by the most diverse devices, it is increasingly common for users to choose to make purchases online. This is so much because of the ease and convenience of buying without leaving home, but also because of the greater security that the stores offer the customer.

But it is also on the internet that we find a multitude of stores that sell the same products at fairly similar prices and that perform practically the same functions. It is in this scenario that we perceive the influence of the paradox of choice.

Thus, virtual stores that have more products tend to suffer more from customer indecision or regret compared to those with little variety of product. But what do not to lose sales with the paradox of choice? Helping the customer make the best decisions.

How to help the client make the best decisions?

So that you do not suffer from the paradox of choice in your online store, you need to encourage the customer to make the decision more easily and less painfully. So, observe the following tips!

Set a few categories

There are virtual stores that offer dozens of product categories. This can often disrupt the user experience, which may feel lost and not find what you need at that time.

So a tip is to create a few categories, somewhere around 5 to 9 (some experts believe that 7 is the ideal number). This way, the visitor can more easily see the information they are looking for and find the product. When the variety of products demand more categories, you can establish species of subcategories, or filters, that facilitate access until the purchase.

Limit the number of products per page

Stores that have a very large diversity of products offered may not get along with endless scrollbars. This is because this type of layout makes it difficult for the user to find payment or contact information. In addition, setting can disrupt page loading, affect SEO (Search Engine Optimization) strategies, and make your site less efficient.

If your e-commerce has few products, this is not a big problem. However, if you have many options, you may want to limit a low amount per page.

Toggle the types of products that are displayed

A good sales strategy is to merge the merchandise that is well sold, like the highlights and the well evaluated by the customers, with those that do not have such a good sales rate. While it's tempting to expose just what goes well, this type of strategy introduces new things to customers and can even help you spin the stock, allowing you to get rid of those "stranded" products.

Create a specific category for promotions

Based on the idea that virtual store customers take price and time into account when deciding to buy, creating a promo-specific tab can be a good way to make the choice easier, as it will only have access to products with discounts in addition to keeping the flow of users always active. Just be careful to keep this page up to date!

Use banners on the move to separate offers

Another interesting tip to help users identify the products is to create different banners for each type of offerings. To make the layout look nice, choose to put them in motion. This way, the customer will be directed to the specific offers of the category that he/she wants to buy.

Allow customer ratings

Customer reviews greatly influence the store's choice and reputation. So if there is an option to include your comments, allow it because they can be worth more than the advertising itself.

To have good evaluations, try to offer a quality product, good logistics with agility in delivery and good relationship with the customer.

Offer more than one payment option

More than facilitating the choice and the buying process, you need to offer ease of payment and more than one option for the finalization of purchase, since not everyone has or uses a credit card.

By following all these options, the effects of the paradox of choice can be minimized and your online store can stand out and have a good conversion rate. This helps a lot of the growth and results of your business.

So, did you like to understand about it?

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