Run time: 57 seconds
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Have you ever wondered why customers choose one option over another? It’s often by design, a concept called choice architecture. By carefully shaping how you present your products or services, you can influence the decisions people make, often in just a few seconds.
How can you use this in your business? Let’s look at some real examples. Think about pricing plans. Why does a “Pro” or “Most Popular” option often seem like the best choice when placed between a basic and a premium plan? That’s the decoy effect, a smart pricing strategy that guides customers towards the option you want them to choose.
Or consider how you talk about your prices. A service priced at “£2 a day” feels much more manageable than “£730 a year,” even though it’s the same amount. Simply reframing the cost makes the decision easier for your customer and highlights the value.
But remember, more choice isn’t always better. If you give your customers too many options, they might get overwhelmed and not buy anything at all. Smart marketing keeps things simple, guiding people to the best solution for them, so they feel confident in their decision.
Next week, we will look at how nudges have been used successfully in action!
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