“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.”
This plays off the same research as the Paradox of Choice, or the Jars of Jam Study. Marketing messages, product descriptions, and visual aids are not lacking. The ability to filter on a brand’s product pages isn’t the problem. The problem is that a consumer doesn’t know if they can trust the data they are gathering and reading on your site. Why? Because you’re trying to sell it to them.
“In the context of decision simplicity, “trust” isn’t about trusting the brand; it’s about trusting the information gathered. Marketers often miss this point and put their efforts into activating brand recommenders who simply focus on product features and benefits.”
It’s like a parent trying to get their kid to eat eggplant. It’s not that they distrust the parent. Its new, unfamiliar, and foreign to them. They want to trust their parents, they do, but they really want to hear from someone who has been in their shoes who can give them an unbiased opinion. They need to be able to trust their decision to eat.
“The marketer’s goal is to help customers feel confident about their choice. Just providing more information often doesn’t help. Instead, marketers need to provide tools that allow customers to identify and weigh the features that are most relevant to them.”
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