Understanding Cognitive Biases for Better CX
number of choices is not presented, particularly in e-commerce. If too many good options are available, consumers can become paralyzed by choice and not know how to proceed. If too few good options are available, customers will be left wanting more.
Because e-commerce sites are not constricted by physical space, they often have too many options to choose from. Many managers or owners think it is best to showcase all their fantastic products, when research shows this is not the case.
Here are two ways you can use your customer data platform to help mitigate paradox of choice issues.
Make recommendations
Use your customers’ previous shopper behavior to make product recommendations. The products you present to customers should have some type of relevancy to each shopper.
Because customer data platforms are so advanced, they have the ability to make product recommendations based on compiled shopper data. Use this tool to ensure that you are showcasing products
that shoppers will have a vested interest in when they navigate to your website.
Figure 2: Product recommendation
Use vouchers
Why not use this tool to target groups of customers who research tells you may be negatively impacted by choice issues? Sending a discount code for a certain product (and tracking it on the back
end, as well) will allow you to present the right number of options to shoppers as the discount code will only work for certain products.
Vouchers are an outstanding way to alleviate choice overload issues because they limit the number of products that bargain shoppers see.
