FOUR TIPS TO BEGIN TESTING CHOICE ARCHITECTURE

Choice architecture has always been around, not a new discovery as some may think. Humans have always looked at or presented choices with a certain context and bias. Thaler, Kahneman and Tversky tremendously contributed in re-introducing this concept to academia and business. Their efforts also helped create viable frameworks to conduct deeper research and drive new learnings to apply to business models.

If you or your team is new to the choice architecture design world, don't worry. These 4 ways setup a ground work for you to develop and experiment to support sales growth through smart choice design.

1. Choices are made in a context, not in a vacuum. Whether your team is developing a strategy for positioning or merchandising, remember that consumer perception is impacted by the context, not necessarily the features of your offering. A restaurant environment that stinks may not win customers even if the food is amazing. If your product or service is in a reasonable place, re-design the context to increase sales. It is much more effective and profitable than constantly updating the product offering.
   
   
2. Consumers don't want more choices!!! Contrary to general belief, when consumers are ready to buy, they prefer a curated minimum hassle decision. Think about limiting the choices and presenting your offering as the most suitable for their need. Studies have shown that making decisions drains both mental and physical energy. If consumers feel exhausted, they will like your brand less and spend less.
   
   
3. Present, don't sell. It is true that choice overload is mostly negative, but consumers still want to feel that they have made a rational decision. Trying too hard to sell increases hesitation towards the seller which damages sales prospects over long-term.
   
   
4. Stay consistently visible. A significant part of consumer choice is impacted by their memory of a brand. Part of choosing a certain product or service depends on familiarity bias. To minimize decision making, consumers tend to stay with brand that seem familiar and known in their memory structure. Your choice strategy should include tactics to keep your brand front and center consistently. When buyers are ready to make a purchase, they will unintentionally consider your brand.

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