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