YouTube video of the week: Barry Schwartz on The Paradox of Choice
by Josiah Mackenzie on July 05, 2010
3 Comments
3 Comments
One of the most useful theories I’ve come across in the past few years: less choice can bring action and happiness.
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Article by Josiah Mackenzie // July 05, 2010
Josiah helps hospitality organizations use technology and the social web to provide better service and generate more profits.
+1 347 422 6784
Love this, it’s a common theme when talking to clients about their websites, and should be a consideration in any form of online marketing.
I always consider the choice concept that Barry is talking about in this video when reviewing a hotels web site, in terms of their rate/package offering. It is really common to see hotels with seemingly infinite options on rates.
While I haven’t been in a position to test whether reducing the complexity and number of their packages improves conversion rate, I find it hard to imagine that it wouldn’t.
I think the exception to this would be if you had a cracking web site that made it very clear and easy to compare what value package A has over package B to let the consumer make a low involvement, fast decision.
The Paradox of Choice was required reading in my first year of college; it should be required reading for anyone! it’s impossible not to apply his perceptions to it just about every day to day activity/choice, now.