Providing users with fewer choices is actually a better choice.

Posting date: 14:17:13 label: Gilt Groupon Database

 

 

Internet startups can be divided into two groups: one group is more favorable, providing users with as many choices as possible, and the other group is determined to provide users with well-prepared choices. Our company Art sumo belongs to the latter group, and the practice results are very good. In this article, I will first explain the reasons behind "providing fewer choices", and then introduce several startups that have chosen the same practice and achieved good results, this demonstrates the merits of "providing fewer choices. The fewer choices, the better the effect. Why?In the book the paradox of choice: why more is less, American psychologist Barry Schwartz believes that too many choices will bring anxiety to consumers, they do not feel "holding power" because of their rich options, but instead have a sense of powerlessness-before making a decision, they have to work hard to find the option. Barry Schwartz also described his recent experience in buying jeans in his TED speech. Schwartz asked a clerk for help. Not only did the clerk not ask about the size of Schwartz, but first asked a question: "Do you want straight pants or straight cutting? Pickling or washing? Tooling or leisure ?" Schwartz was scared by this moment, and finally did not feel satisfied with the purchased jeans. As a result, he decided to write a book to thoroughly investigate the problem. He concluded that, although objectively speaking, the jeans he bought now are better than those he could buy in 1980s, he would be happier if he had fewer choices. Click the link to open the video iOS device. ViewVideo we assume that more choices can help us find the exact needs, but when we are not sure what we want, more choices become a burden. , Art SumoAt the very beginning of art Sumo, I was ready to provide fewer choices. More choices mean taking on more inventory and dealing with more artists, entrepreneurship is also highly risky. We adopt the "one purchase per day" strategy to provide customers with only one picture of goods each day. In my imagination, people will always subscribe to it and come up to see interesting works of art every day. If they see a painting, they will be impulsive to purchase. After the website was launched, many gallery owners told us that this experience is closer to the experience of people walking around the gallery. Most art lovers will patiently enjoy the painting, until you fall in love with one of them. After looking at a certain image, they will also think about whether it matches the decoration at home. Very few people will go to a gallery, and zhangkou will have a 20-30 inch-wide, white border, and Van Gogh-inspired work-but such an art website exists. GrouperThe dating site grouper does not provide users with a user database that can be searched like a common dating site. Instead, it uses your information on Facebook, schedule a date with the highest matching degree for you. In addition, in order to avoid the embarrassment of one-on-one dating, grouper also asked both parties to bring two same-sex friends for a date at the meeting, that is, three-on-three forms. It can be three male to three female, three female to three female, or three male to three male. This approach can avoid the embarrassment of two people dating, while companion can also play the role of wingman (an effective companion to help others successfully chat. I especially like this idea. This dating form is not only natural and interesting, but also a great commercial strategy: Websites can run without many users in the database. Jack threadsJack threads is a men's wear shopping community. Its founder, Jason Ross, thinks it works to sell designer men's clothes at a discount. But Jason didn't want to use too much inventory to test the feasibility of idea. So he made a "one-buy-a-day" website, allowing users to only buy the items that appear on the website every day. Because the goods and prices are both powerful, a large number of users flocked. This market was verified to exist. Later, Jason attended various meetings without stopping, gained exposure on many blogs, and finally got 0.35 million mailbox subscribers in just one year. After more member users join, Jason turned the website into a Flash Shopping website similar to gilt. While continuing to create an impulse to buy, it also provides more options for a large number of members. How can scale be achieved? From the above example, the practice of "providing fewer choices" seems really good, but it is inherently facing the "scale" challenge. People like "less choices", which also means less sales opportunities and more money. Therefore, companies such as Jack threads, woot, and Groupon initially "buy once a day" to control the selection. When the number of users is large enough, they will start to expand and provide customers with more options. This seems to be contrary to the practice of "providing fewer choices" at the beginning, but in my opinion, the practices of these websites are actually very clever. After the transformation, they did not hurt the essence of the selected products. For example, Groupon will still send a local special offer to your mailbox every day, and provide you with other options at the side of a daily purchase. Groupon is now on the market. Via naysawn.com