Online Selling, Choice, trust, freedom & control
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The document discusses how companies can address the paradox of choice online. It suggests getting customers directly to product listing pages and making those pages more effective through subtle suggestions. Filtering options and recommender tools can help tailor choices to individual customers and reduce decision fatigue. Ready-made options presented as the easy default can encourage many to choose without extensive customization. With the right approach, online retailers can guide customers through many options instead of overwhelming them.
Online Selling, Choice, trust, freedom & control
- 1. Choice, trust, freedom & control Online selling @colinbentley
- 2. iQ Content / Vodafone
- 4. The paradox of choice / Barry Schwartz
- 8. What on earth is the difference?
- 9. Online
- 13. Almost all big companies impacted
- 15. Irelands coffee champ / Colin Harmon
- 16. Irelands best coffee shop / 3fe
- 17. No skinny mocha frappe latte?
- 18. Trust & control
- 19. Relationship between trust & control
- 20. Trust control strategies High trust Low control High control Low trust
- 21. Trust control strategies High trust Low control High control Low trust
- 22. Trust control strategies High trust Low control High control Low trust
- 23. Trust control strategies High trust Low control High control Low trust
- 24. Choice bridges the trust gap Big business ceed control to the customer in order to mitigate the low trust environment.
- 25. Sales person / Cut through choice
- 26. So far Only speci鍖c organisations can reduce choice high trust environment
- 27. So far Only speci鍖c organisations can reduce choice high trust environment For most companies theres sound reasons to have lots of choice mitigates low trust Sales person guides customers through jungle of options
- 28. But what about online?
- 29. A perfect Joeseph Heller example
- 30. How does online provide a means to process this?
- 31. Intermediate pages / Little value
- 32. Intermediate pages / Little value
- 33. Intermediate pages / Little value
- 34. Intermediate pages / Little value
- 35. Get traf鍖c to the listing page / make it work harder
- 36. Clear instructional heading / Include action
- 37. Clear instructional heading / Include action
- 38. Filtering / tailor to your customers
- 39. Filtering / tailor to your customers
- 40. Filtering / tailor to your customers
- 41. Filtering / test & re鍖ne
- 42. Filtering / test & re鍖ne
- 43. Filtering / test & re鍖ne
- 44. Filtering / test & re鍖ne
- 45. Behavioural economics ..the study the effects of social, cognitive and emotional factors on the economic decisions of individuals
- 46. Behavioural economics ..the study the effects of social, cognitive and emotional factors on the economic decisions of individuals
- 47. Behavioural economics ..the study the effects of social, cognitive and emotional factors on the economic decisions of individuals
- 51. Banners within listing page
- 52. Banners within listing page
- 53. Promotion within the listing page
- 54. Nudge / Thaler & Sunstein
- 55. The easy option within a large amount of choice
- 56. MyWay / Build your own plan
- 57. A standard bill pay plan 100 100 1GB 30 300 minutes texts data per month today
- 58. MyWay / plan structure Minutes Texts Data Contract 100 200 100 200 1GB 1yr XX per month 400 600 400 600 2GB 2yr XXX today
- 59. MyWay / example 1 Minutes Texts Data Contract 100 200 100 200 1GB 1yr 46 per month 400 600 400 600 2GB 2yr 230 today
- 60. MyWay / example 2 Minutes Texts Data Contract 100 200 100 200 1GB 1yr 72 per month 400 600 400 600 2GB 2yr 40 today
- 61. Choice explosion 4 options before MyWay plans 64 options after MyWay plans
- 62. 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
- 63. My Way online / build your plan
- 64. My Way online / build your plan
- 65. My Way online / build your plan
- 66. My Way online / build your plan
- 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.鍖ickr.com/photos/nathaninsandiego/4874752956/meta http://www.鍖ickr.com/photos/colindublinbarista/3534571234 http://www.鍖ickr.com/photos/28964535@N08/5964692775 http://www.鍖ickr.com/photos/buriednexttoyou/3989358083 http://www.鍖ickr.com/photos/fazen/2104846279 http://www.鍖ickr.com/photos/asurroca/136245190 http://www.鍖ickr.com/photos/jacksonlatka/4936348151 http://www.鍖ickr.com/photos/ewwwww/44565481 http://www.鍖ickr.com/photos/martinb/35996919 http://www.鍖ickr.com/photos/loft42/224677252 http://www.鍖ickr.com/photos/erikcharlton/1008456399 http://www.鍖ickr.com/photos/horiavarlan/4813149306 http://www.鍖ickr.com/photos/colindublinbarista/5605883051 http://www.flickr.com/photos/dianeduane/193888611/ http://www.鍖ickr.com/photos/mandarina94/6634808119/ http://www.flickr.com/photos/seanbonner/6182544594/ http://www.鍖ickr.com/photos/adam_jones/5719204409/ http://www.flickr.com/photos/seanbonner/6182074535/ http://www.鍖ickr.com/photos/picstuff/7027464395/
- 69. Thanks for listening! @colinbentley iQ Content Ltd, Clarendon House, 34-37 Clarendon Street, Dublin 2, Ireland. +353 (0)1 677 1140
Editor's Notes
- #2: \n
- #3: 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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- #7: 38 different types of butter on offer here.\n
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- #9: These guys offer so many products\n
- #10: This is what a phone shop looks like online - so we decided to reduce the choice\n
- #11: intermediate page. When you click on phones from the navigation you are first presented with this page.\n\n
- #12: Analytics show that all people care about is this all phones button.\n\n
- #13: Comes down to an issue of trust\n
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- #18: 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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- #21: Have to have at least one of these high\n\n
- #22: Have to have at least one of these high\n\n
- #23: Have to have at least one of these high\n\n
- #24: Have to have at least one of these high\n\n
- #25: 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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- #27: Web:\n- reach, cross platform with dramatically less effort \n
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- #34: make the selections we know sell well\neasy to find, and more selectable than other\n
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- #38: - test and refine \n- track & monitor\n- search queries\n
- #39: - test and refine \n- track & monitor\n- search queries\n
- #40: - test and refine \n- track & monitor\n- search queries\n
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- #53: persistent - making it the easy choice for the customer \n
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- #63: focus grops - everybody love the idea of this\nbuilt your own, tailor, only pay for what you need\n
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