Michael Sandstrom says, “Congratulations! So you’ve done a great job and attracted some visitors to your website.

Unfortunately now the really hard part begins, convincing said visitors to part with their hard earned money and turning them into customers.

With 74.6% of online baskets being abandoned, this is no small feat.

As marketers we tend to think that abundance of choice in products is one of the key strengths of ecommerce.

But without proper management and structure, this can become a hindrance and not necessarily result in more sales.

For this article we will go through some of the most common reasons behind customer indecision and showcase the brands that are successfully circumventing them through active “Choice Reduction”.

Facing the tyranny of choice

Now faced with the possibility of finding and buying anything online, we see more and more customers unable to commit to making a purchase then and there“.

Brand Commerce: Navigating through online customer indecision

Econsultancy

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