Different Philosophies

Give the customer choices or tell them what they want

[DrCool]

I was in the middle of planning a new site and this debate kept going around and around in my mind. Is it better to give the customer as many choices as possible or is it better to tell them what they want?

Give Them Choices
Let's use digital cameras for an example. I could create a site and sell all the different brands and all the different models. I could give information and specs on all the different cameras and let the customer compare them and decide for themselves what they want.

I tell them what they want
In this scenario I pick one camera. I tell why this camera is the best out there and how it blows away the competition. I convince the customer that this camera is the best one for them. It would be a camera that I personally have tried and give it high recommendations. There is no other choice for the customer but to buy this camera.

I haven't decided if one way is better than the other but I can see advantages and disadvantages to both. These differing philosophies can also be applied to nearly every aspect of creating a website. Example: Is the navigation of my site free flowing where the customer can go wherever they want to or am I specifically steering them to a particular portion of the site.

I know every site will be approached in a different way but what do you think? Can you see a rock solid reason to go with one strategy as opposed to the other?

[seokat]

Why not do a little of both? Recommend the best product for the consumer, but allow them to view other options too.

[tedster]

Pick a selection to offer - that's how I'd think about doing a little of both. You do the narrowing down for the customer, but you still offer them a choice.

When I was in bricks retailing, we always tried to offer a choice, because we saw over and over again that when we offered just one of anything, no matter how good, its sales were slower. Sometimes we intentionally picked a dog in the same category (and only put one in inventory), just to let the customer feel that they made a choice.

Seriously, this tactic could TRIPLE sales for us, even on an already good item.

[txbakers]

Absolutely give them a choice, but make it a simple choice. Too many choices always scare me away, which is why I hate Circuit City and Best Buy. And the sales people are usually of no value either.

I usually just say,"Pick me out some good speakers."

Two or maybe three objects should be enough. Give the customer the illusion that they have choices.

[buckworks]

<<when we offered just one of anything, no matter how good, its sales were slower. >>

I used to have a boss who described this by saying that "Orphans are hard to sell."

[ggrot]

I read something by a major manufacturer once(long time ago, dont know the url) that said that they would do research and a widget at a certain price would sell best, but by adding another higher priced widget with a few more options (especially a lesser dollar value) would multiply sales. Sales on the cheaper model would increase when the widgets were sold together, and then the rich bozos who didn't care about the cost (small percentage) would end up buying at a higher profit margin.

[tedster]

> adding another higher priced widget...would multiply sales.

That's it exactly. It's particularly useful when you need to move an item and the price point breaks some kind of barrier.

By "barrier", I mean there's a big difference in the way an item sells at 29.99 compared to 32.99 - but not nearly so much difference between 32.99 and 37.99. The change in the first digit is a barrier that's mostly psychological, rather than related to actual value.

One way to get a 32.99 item to move better is to offer a similar, better quality item at 59.99. I've seen this phenomenon over and over.

[DrCool]

Thanks for the input. It is great to hear from people with experience in these matters that can give real world examples. I will try some of these ideas out. Thanks again.