In the diverse and fast-paced world of eCommerce merchandising, a subtle yet powerful concept can dramatically change the game: sometimes, offering fewer choices leads to greater customer satisfaction and increased profitability. This idea might seem counterintuitive in a market that often equates more choices with better service. However, my experience with Vitrazza’s “caster sizing problem” demonstrates how simplification can be a key to success.
The Challenge: Overwhelming Choices and High Return Rates
When I joined Vitrazza, an early challenge was the high return rates due to the “caster sizing problem.” We offered office chair wheels in three sizes and finishes, seemingly customer-centric. Yet, this variety led to significant issues: customers frequently bought the wrong size, causing high return rates and dissatisfaction. This scenario exemplifies the “paradox of choice,” where too many options can lead to decision paralysis and negative customer experience, as noted in Barry Schwartz’s seminal work, “The Paradox of Choice: Why More is Less,” published in the American Psychologist journal (2004).
When I joined Vitrazza, an early challenge I faced was resolving the high return rates due to the “caster sizing problem.” We offered office chair wheels in three different sizes and finishes, which seemed like a customer-centric approach. Yet, this variety led to a significant issue: customers frequently purchased the wrong size, resulting in high return rates and dissatisfaction. This scenario is a classic example of the paradox of choice, where too many options can lead to decision paralysis, poor choices, and ultimately, a negative customer experience, as noted in Barry Schwartz’s seminal work, “The Paradox of Choice: Why More is Less,” published in the *American Psychologist* journal.
Key Insight: Simplification Leads to Satisfaction
The conventional solution might have been to educate customers better about choosing the right size caster for their office chairs. However, this approach would only address the symptom, not the root cause. The real issue was the complexity of the choice itself.
So, we asked a critical question: What if we could eliminate the possibility of human error in this decision? Could a simple yes or no choice be the answer?
The Solution: A Shift to a Singular, Superior Choice
The breakthrough came with the introduction of a premium hubless wheel that fit 95% of office chairs. This wheel came in one size, one color, and, despite being three times as expensive as the older models, it was a game-changer. Not only did it cater to most of the market, but it also eliminated the confusion of choice, increased sales, and customer satisfaction.
How To Simplify Your eCommerce Merchandising
The paradox of choice is really an extension of the number one rule in eCommerce: “Don’t make it hard for people to give you money.” In the context of cross-selling, especially at checkout, the goal should be to present options that require simple, binary decisions. Asking customers to choose from different sizes, colors, or configurations during checkout complicates their initial purchase decision. Instead, offering products that align with the primary purchase in a straightforward, yes-or-no manner can significantly enhance the customer experience while boosting average order value (AOV).
Beyond that, take a hard and honest look at your product offering. Do you have too many product configurations, SKUs, or collections in your e-commerce store? It’s time to reflect: Are these choices making it harder for customers to purchase from you? If you have a product configurator or a product related quiz, ask your customers whether its helping or slowing them down. Simplification doesn’t always mean limiting options. It’s offering focused, quality choices that enhance the customer experience and streamline their decision-making process. In eCommerce, the ease of transaction is paramount. By removing unnecessary complexities, you’re not just making it easier for customers to buy from you; you’re also setting up your business for greater profitability and long-term success.
