Mitigating Customers’​ Choice Overload to Increase Conversion Rate

Choice Overload occurs when consumers have too many options to choose from. When this happens, they get overwhelmed and experience decision fatigue. Decision fatigue can lead to a lower conversion rate and unhappy customers. Marketing professionals can mitigate the effects of choice overload by optimizing the user experience with timing, presentation, framing, decision time augmentation, simplification through binary choices and offering default options. 

Behavioral Economics in Marketing Podcast | Understanding how we as humans make decisions is an important part of marketing. Behavioral economics is the study of decision-making and can give keen insight into buyer behavior and help to shape your marketing mix. Marketers can tap into Behavioral Economics to create environments that nudge people towards their products and services, to conduct better market research and analyze their marketing mix.

Sandra Thomas-Comenole | Host | Marketing professional with over 10 years of experience leading marketing and sales teams and a rigorously quantitative Master’s degree in economics from Rensselaer Polytechnic Institute. Check out her Linkedin profile here: Sandra Thomas-Comenole, Head of Marketing, Travel & Tourism