If you’re like me, you’re overwhelmed with having too many options in a restaurant menu. I even prefer sometimes a friend to choose for me. The thing has an explanation.
There is something called the paradox of choice and it was described in a book by the American psychologist Barry Schwartz. It basically describes that most people feel overwhelmed by the immense possibilities of being able to choose anything in our lives. The absence of options makes us feel better because if we don’t like it we can always blame the world for it. It is not our fault because of course … We had no choice!
These types of human behavior concepts try to take them to the business world and more specifically still to my online projects. If you have an online store like me, you know, intuit and / or have read somewhere that a large catalog of products is the key to success. If I remember myself I must have it more than once in this blog in recent months and years.
Being clear that we could even achieve a counter-producing effect. How can it be counteracted? This is what I do. Some things you already know.
The comparison trick
When you offer an A product that you want to sell, compare it with a B product that is obviously less attractive. What you are going to get is that the decision making made A will be much easier for a user since you give him the possibility of direct comparison.
We always look for a point of orientation. In the case described, the conversion ratio is much higher in the case of comparison than without it. In this post I have already described it in more detail.
Categorize the products according to the profiles of your customers
This task is incredibly complicated and I am not sure if in our case we are doing things 100% well. When you have a store with more than 2,000 from which you can choose, you have to offer a quick and easily understandable navigation so you can filter and eliminate all the options that do not interest you.
Let’s say we are in a t-shirt store. You could have an order by themes, colors, materials, etc. The objective is to allow the user to eliminate results that are not relevant to him with a few clicks and eliminate that “background noise”.
This we already know that Amazon does very very well. We recommend products based on our preferences and / or from third parties that have purchased products similar to ours. This is an even more obvious way of eliminating options and the possibility of blaming a third party in case you don’t like it. “Amazon has recommended it to me, it was not my fault that I finally don’t like it.”
In our project of collecting we are still a little far from this option since it requires a development because the features offered by Woocommerce by default do not generate the best results. In the end, what interests us is to improve the user experience, so we don’t want to do things anyway.
In the end everything that at first glance can be positive (a wide catalog) can have side effects. The important thing is to be aware of them and know how to fight them. I will tell you about my progress in this matter.