Choice Overload?
10/4/2012
| admin_us649
I recently watched an interesting video on TED by Sheena Iyengar titled "How to make choosing easier". Her basic premise is that a company that offers many, many things may be diluting their offering and thereby missing out on potential sales.
As an example, Ms. Iyengar discussed a "jam experiment", putting out a sample booth with 6 different flavors, and another booth with 24 different flavors. The booth that offered only 6 had a 30% conversion rate (people who actually bought the jam). The booth that offered 24...only a 3% conversion rate!
What can we decipher from this simple experiment? More is not necessarily better. "Choice Overload" seems to be leading to "Buyer Apprehension". Buyer Apprehension leads to lackluster sales. And we all know where lackluster sales leads.
Costco seems to be doing exactly the opposite. Visit your local Costco, and while you'll find the biggest bottle of aspirins you've ever seen, chances are you'll only see a couple of choices. James Sinegal, co-founder of Costco, seemed to understand very well that more choices doesn't always lead to more revenue.
Which brings me to my point. What are you doing to communicate with your client base, as well as your prospects? Are you clearly defining your offering, in plain and simple terms, or are you providing 24 different types of the same thing?
Alphagraphics Westlake brings tremendous value to the table for our clients, and we offer a host of effective tools, but we feel it boils down to the simple fact that we help our clients communicate via print and online.
Give us a call. Let's talk. (440) 835-6540.