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Online Selling, Choice, trust, freedom & control

  1. Choice, trust, freedom & control Online selling @colinbentley
  2. iQ Content / Vodafone
  3. So much choice
  4. The paradox of choice / Barry Schwartz
  5. The central paradox
  6. What on earth is the difference?
  7. Online
  8. Top selling phones
  9. Top selling phones
  10. Almost all big companies impacted
  11. A contrasting example
  12. Ireland’s coffee champ / Colin Harmon
  13. Ireland’s best coffee shop / 3fe
  14. No skinny mocha frappe latte?
  15. Trust & control
  16. Relationship between trust & control
  17. Trust control strategies High trust Low control High control Low trust
  18. Trust control strategies High trust Low control High control Low trust
  19. Trust control strategies High trust Low control High control Low trust
  20. Trust control strategies High trust Low control High control Low trust
  21. Choice bridges the trust gap Big business ceed control to the customer in order to mitigate the low trust environment.
  22. Sales person / Cut through choice
  23. So far • Only specific organisations can reduce choice • high trust environment
  24. So far • Only specific organisations can reduce choice • high trust environment • For most companies there’s sound reasons to have lot’s of choice • mitigates low trust • Sales person guides customers through jungle of options
  25. But what about online?
  26. A perfect Joeseph Heller example
  27. How does online provide a means to process this?
  28. Intermediate pages / Little value
  29. Intermediate pages / Little value
  30. Intermediate pages / Little value
  31. Intermediate pages / Little value
  32. Get traffic to the listing page / make it work harder
  33. Clear instructional heading / Include action
  34. Clear instructional heading / Include action
  35. Filtering / tailor to your customers
  36. Filtering / tailor to your customers
  37. Filtering / tailor to your customers
  38. Filtering / test & refine
  39. Filtering / test & refine
  40. Filtering / test & refine
  41. Filtering / test & refine
  42. Behavioural economics ..the study the effects of social, cognitive and emotional factors on the economic decisions of individuals
  43. Behavioural economics ..the study the effects of social, cognitive and emotional factors on the economic decisions of individuals
  44. Behavioural economics ..the study the effects of social, cognitive and emotional factors on the economic decisions of individuals
  45. Product recommender tool
  46. Product recommender tool
  47. Product recommender tool
  48. Banners within listing page
  49. Banners within listing page
  50. Promotion within the listing page
  51. Nudge / Thaler & Sunstein
  52. The easy option within a large amount of choice
  53. MyWay / Build your own plan
  54. A standard bill pay plan 100 100 1GB €30 €300 minutes texts data per month today
  55. MyWay / plan structure Minutes Texts Data Contract 100 200 100 200 1GB 1yr €XX per month 400 600 400 600 2GB 2yr €XXX today
  56. MyWay / example 1 Minutes Texts Data Contract 100 200 100 200 1GB 1yr €46 per month 400 600 400 600 2GB 2yr €230 today
  57. MyWay / example 2 Minutes Texts Data Contract 100 200 100 200 1GB 1yr €72 per month 400 600 400 600 2GB 2yr €40 today
  58. Choice explosion 4 options before MyWay plans 64 options after MyWay plans
  59. MyWay / plan family Minutes Texts Data Contract 100 200 100 200 1GB 1yr €XX per month 400 600 400 600 2GB 2yr €XXX today My Way Complete 500 500 1GB 2yr €65 minutes texts data contract per month FREE today
  60. My Way online / build your plan
  61. My Way online / build your plan
  62. My Way online / build your plan
  63. My Way online / build your plan
  64. The stats 70 % choose ready made option when buying a MyWay plan
  65. How do we deal with choice online • Get people to the product listing page • Make your listing page sweats • Subtle suggestions can have a big impact • Offer easy selections within the large amount of choice http://www.flickr.com/photos/nathaninsandiego/4874752956/meta http://www.flickr.com/photos/colindublinbarista/3534571234 http://www.flickr.com/photos/28964535@N08/5964692775 http://www.flickr.com/photos/buriednexttoyou/3989358083 http://www.flickr.com/photos/fazen/2104846279 http://www.flickr.com/photos/asurroca/136245190 http://www.flickr.com/photos/jacksonlatka/4936348151 http://www.flickr.com/photos/ewwwww/44565481 http://www.flickr.com/photos/martinb/35996919 http://www.flickr.com/photos/loft42/224677252 http://www.flickr.com/photos/erikcharlton/1008456399 http://www.flickr.com/photos/horiavarlan/4813149306 http://www.flickr.com/photos/colindublinbarista/5605883051 http://www.flickr.com/photos/dianeduane/193888611/ http://www.flickr.com/photos/mandarina94/6634808119/ http://www.flickr.com/photos/seanbonner/6182544594/ http://www.flickr.com/photos/adam_jones/5719204409/ http://www.flickr.com/photos/seanbonner/6182074535/ http://www.flickr.com/photos/picstuff/7027464395/
  66. Thanks for listening! @colinbentley iQ Content Ltd, Clarendon House, 34-37 Clarendon Street, Dublin 2, Ireland. +353 (0)1 677 1140

Editor's Notes

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  • Intro to iQ Content, long-term engagement with Vodafone. \nRange of projects, from care, to My Account section and app work.\nonline sales focus\n
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  • 38 different types of butter on offer here.\n
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  • These guys offer so many products\n
  • This is what a phone shop looks like online - so we decided to reduce the choice\n
  • intermediate page. When you click on phones from the navigation you are first presented with this page.\n\n
  • Analytics show that all people care about is this all phones button.\n\n
  • Comes down to an issue of trust\n
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  • No syrups, low fat, skinny options not even any chocolate dusting on the capachino, they’re quite a pack of coffee nazis in there. \n\nHowever less choice here doesn’t feel limiting. It doesn’t have that negative conitation of the phones page. We’re not thinking that Colin is not providing us with optional syrups or milks with different fat content because he’s trying to maximise profits. In fact in this instance it’s a positive, the menu feels curated, specifically for us. \n\n
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  • Have to have at least one of these high\n\n
  • Have to have at least one of these high\n\n
  • Have to have at least one of these high\n\n
  • Have to have at least one of these high\n\n
  • think of this as a set of levers business have to increase sales \n- trust, sticky hard to push, long term\n- control, easy to provide, just give more choice\n
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  • Web:\n- reach, cross platform with dramatically less effort \n
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  • make the selections we know sell well\neasy to find, and more selectable than other\n
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  • - test and refine \n- track & monitor\n- search queries\n
  • - test and refine \n- track & monitor\n- search queries\n
  • - test and refine \n- track & monitor\n- search queries\n
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  • persistent - making it the easy choice for the customer \n
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  • focus grops - everybody love the idea of this\nbuilt your own, tailor, only pay for what you need\n
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