26. So far
• Only specific organisations can reduce choice
• high trust environment
27. 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
67. The stats
70 %
choose ready made option when buying
a MyWay plan
68. 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/
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
