Online Selling, Choice, Trust, Freedom & Control

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Online Selling: Choice, trust, freedom & control - Presented by @colinbentley at UX Lisbon 12.

People love the idea of choice. In theory. Research shows that too much choice inhibits sales and increases post purchase dissatisfaction. Barry Schwartz's “The Paradox of Choice” spells it out, reducing choice is the only way to go.

Then why do companies continue to offer so much choice? Why do they persist with such a large product set that's expensive for them to maintain and reduces the likelihood of a sale?

Colin has been improving the online sales of telecom companies for over three years, companies that are some of the guiltiest parties in offering an overwhelming number of products.

In his presentation Colin explores how the fundamental issue of trust is responsible for this crazy amount of choice. He argues that reducing choice can only happen in very specific high trust environments. Colin proves that too much choice is here to stay and then he shares key design insights on how to overcome this when selling online.

Colin is a user experience designer with leading UX design consultancy iQ Content. He has been working on a long term engagement with one of Ireland’s largest telecom brands, creating and refining their online sales channels through workshops, user research, prototyping and testing. This work has focused on the practical application of the theories that motivate a purchase decision and get people to buy online.

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  • \n
  • 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
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  • Online Selling, Choice, Trust, Freedom & Control

    1. 1. Choice, trust, freedom & controlOnline selling@colinbentley
    2. 2. iQ Content / Vodafone
    3. 3. So much choice
    4. 4. The paradox of choice / Barry Schwartz
    5. 5. The central paradox
    6. 6. What on earth is the difference?
    7. 7. Online
    8. 8. Top selling phones
    9. 9. Top selling phones
    10. 10. Almost all big companies impacted
    11. 11. A contrasting example
    12. 12. Ireland’s coffee champ / Colin Harmon
    13. 13. Ireland’s best coffee shop / 3fe
    14. 14. No skinny mocha frappe latte?
    15. 15. Trust & control
    16. 16. Relationship between trust & control
    17. 17. Trust control strategies High trustLow control High control Low trust
    18. 18. Trust control strategies High trustLow control High control Low trust
    19. 19. Trust control strategies High trustLow control High control Low trust
    20. 20. Trust control strategies High trustLow control High control Low trust
    21. 21. Choice bridges the trust gap Big business ceed control to the customer in order to mitigate the low trust environment.
    22. 22. Sales person / Cut through choice
    23. 23. So far • Only specific organisations can reduce choice • high trust environment
    24. 24. 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
    25. 25. But what about online?
    26. 26. A perfect Joeseph Heller example
    27. 27. How does online provide a means to process this?
    28. 28. Intermediate pages / Little value
    29. 29. Intermediate pages / Little value
    30. 30. Intermediate pages / Little value
    31. 31. Intermediate pages / Little value
    32. 32. Get traffic to the listing page / make it work harder
    33. 33. Clear instructional heading / Include action
    34. 34. Clear instructional heading / Include action
    35. 35. Filtering / tailor to your customers
    36. 36. Filtering / tailor to your customers
    37. 37. Filtering / tailor to your customers
    38. 38. Filtering / test & refine
    39. 39. Filtering / test & refine
    40. 40. Filtering / test & refine
    41. 41. Filtering / test & refine
    42. 42. Behavioural economics ..the study the effects of social, cognitive and emotionalfactors on the economic decisions of individuals
    43. 43. Behavioural economics ..the study the effects of social, cognitive and emotionalfactors on the economic decisions of individuals
    44. 44. Behavioural economics ..the study the effects of social, cognitive and emotionalfactors on the economic decisions of individuals
    45. 45. Product recommender tool
    46. 46. Product recommender tool
    47. 47. Product recommender tool
    48. 48. Banners within listing page
    49. 49. Banners within listing page
    50. 50. Promotion within the listing page
    51. 51. Nudge / Thaler & Sunstein
    52. 52. The easy option within a large amount ofchoice
    53. 53. MyWay / Build your own plan
    54. 54. A standard bill pay plan 100 100 1GB €30 €300 minutes texts data per month today
    55. 55. MyWay / plan structure Minutes Texts Data Contract 100 200 100 200 1GB 1yr €XX per month 400 600 400 600 2GB 2yr €XXX today
    56. 56. MyWay / example 1 Minutes Texts Data Contract 100 200 100 200 1GB 1yr €46 per month 400 600 400 600 2GB 2yr €230 today
    57. 57. MyWay / example 2 Minutes Texts Data Contract 100 200 100 200 1GB 1yr €72 per month 400 600 400 600 2GB 2yr €40 today
    58. 58. Choice explosion4 optionsbefore MyWay plans 64 options after MyWay plans
    59. 59. 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
    60. 60. My Way online / build your plan
    61. 61. My Way online / build your plan
    62. 62. My Way online / build your plan
    63. 63. My Way online / build your plan
    64. 64. The stats 70 % choose ready made option when buying a MyWay plan
    65. 65. 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/
    66. 66. Thanks for listening!@colinbentleyiQ Content Ltd, Clarendon House, 34-37 Clarendon Street, Dublin 2, Ireland. +353 (0)1 677 1140

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