Columbia University researcher Sheena Iyengar demonstrated this phenomenon, called analysis paralysis, in an oft cited study involving jam tasting in a California grocery store. She set up a tasting booth with a variety of exotic jams. Half the visitors to the booth had 6 jams to choose from and half the visitors had 24 jams to choose from. The objective of the study was to see if the number of choices presented had an impact on the amount of jam sold. It did. 30% of the visitors to the 6 choice booth bought jam, while only 3% of the visitors to the 24 choice booth ending up buying jam. Too many choices “jammed” our heuristic decision-making mechanisms, causing a complete shut down. … [Read more...] about Human Hardware: The Paradox Of Choice
Local business owners know the importance of being at the top of the SERPs and of securing one of those three precious local results spots. It’s equally important not to squander the advantage they give. Once a customer reaches your website, it is vital to provide a clear path through your conversion funnel. The proper use of default offerings can turn a stressful search into a pleasant buying experience — one where decisions can be made painlessly, with as few clicks as possible. … [Read more...] about Paralyzed By Possibilities: How Choice Overload Makes Decisions Harder
As I discussed in How Prototype Theory Influences a Social Strategy, they way that people influence others and their decisions is based on their associations with certain words and phrases. For example, the word tree will most likely bring up an image of an oak or maple tree in a person’s mind, versus a less common tree, such as a birch or weeping willow. … [Read more...] about Effects Of Choice Positioning On Social Purchasing Behavior
Google Funding Choices is a program to help publishers recover lost revenue due to ad blockers by having the users pay to not show ads on your site. When a visitor arrives at a site using an ad blocker, Funding Choices allows the site to display one of three message types to that user. Here is one of those messages, you can see more on the Google blog post: … [Read more...] about Google Expands Funding Choices To More
An LSA Report titled “SMB Advertiser Churn: New Data for an Old Industry Problem” (January 2016) revealed that agencies continue to have one of the highest churn rates by media category at a rate of 40 to 50 percent a year. The only media category that experiences higher churn rates is television. SEO/SEM as a media category also experienced higher-than-typical churn, at an average rate of about 40 percent per year. … [Read more...] about SMBs are overwhelmed with digital marketing choices. How to stand out and win their business.