Practical Sales Training™ > How People Work > Decision Fatigue
Decision Fatigue – What is it?
Decision Fatigue looks at how the quality of our decision making deteriorates the more decisions we have to make.
Why does it work?
The human brain can only process so much information. Making numerous decisions can tax the brain and border on overchoice.
How can you use it?
Can you eliminate some of the decision making elements from your sales process? either by providing default, “popular” and “recommended” options, or presenting clients with decisions in a more sparse manner?
Hypothetical Example:
An online clothing store notices that customers often abandon their carts after browsing for long periods. After analyzing the issue, they realise shoppers are overwhelmed by too many choices – over 200 styles of jeans, each with dozens of variations.
To combat this, they create a “Most Popular” section with 5 best-selling jeans and add labels like “Recommended for You”. They also simplify the checkout process by reducing unnecessary steps.
As a result, customers feel less mentally taxed, and conversions increase by 20% because the store removed the friction of endless decision-making.
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