74% of potential customers abandon their online shopping cart before checking out. One reason for this is the overwhelming amount of options shoppers have to choose from online. Shoppers are often inundated with a variety of brands, variations, features, prices, and more.
Michael Sandstrom, strategic planner at KHWS and a contributor to Econsultancy, explains the psychology behind and potential solution to choice paralysis.
This is because when we fear making a bad decision, we would often rather remove ourselves from the situation and make no decision at all.
The answer to this is simple, albeit for many brands an impractical one; reduce choice paralysis by limiting the number of visible alternatives available to your consumers.
Sandstrom is referring to brands that are currently doing this as a centerpiece for their eCommerce strategy, but we can apply the same tactic to content marketing strategy.
Just as Ikea reorganized their navigation to reduce site bounce rates, this tactic can ameliorate content findability.
Other strategies to apply to your content strategy include:
- Eliminate procrastination with timed offers
- Eliminate extra “costs” by asking for everything you need and telling them what they’ll get up front.
For more insights from ecommerce that can apply to content marketing, Read Sandstrom’s full article below.