We should assist potential customers the best approach for making decision from being interested to actually purchasing our product? The best approach we should offer them is simplicity.
The single biggest driver of stickiness, by far, was “decision simplicity”— the ease with which consumers can gather trustworthy information about a product and confidently and efficiently weigh their purchase options. What consumers want from marketers is, simply, simplicity.
The article cites an example of two approaches to selling cameras to web searchers: one firm provides visitors access to extensive information about each of its products, while the other focuses on the user’s needs and steers the user to the most appropriate product. The latter approach would be far more successful in today’s marketplace, say the authors.
Decision Simplicity Index
The study showed that the “decision simplicity index,” a measure of ease of accessing the information needed to make a decision, was highly predictive of sales success:
Brands that scored in the top quarter in the study were 86% more likely than those in the bottom quarter to be purchased by the consumers considering them. They were 9% more likely to be repurchased and 115% more likely to be recommended to others.
They identify three major factors that simplify consumer decisions: * Navigation – Ease of gathering information * Trust – How believable the information is * Comparison – Ease of weighing options
Easy Navigation
While every site can benefit from obvious paths to desired information, the best sites will attempt to determine consumer intent from information like search terms used by the visitor. If the consumer can be steered directly to information relevant to their stage of the decision process (e.g., initial product research or final product selection), they will be more likely to stay engaged with the