The Benefits of Using Choice Architecture in Digital Marketing

Benefits of Using Choice Architecture in Digital MarketingPaul Wood | Indulge Media

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Choice?

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The Official Dogma of all western industrial

societies

Barry Schwartz - The Paradox of Choice

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Welfare Freedom Choice

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About 99,800,000 results Showing 1 - 20 of 206 results

Filter by1. Price2. Brand3. Delivery method4. Customer rating5. Type6. Capacity7. Spin speed8. Noise level9. Energy rating

10. Size11. Display12. Quick wash13. Half load14. Colour15. Warranty16. “Our experts love”

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161 products

Filter by1. Instant or traditional?2. Brands (x 20)3. Options

a. Healthyb. On offerc. Newd. Top offers

4. Dietary and lifestyle (x 11)

Do I sprinkle with berries or not?

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161 products





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161 products





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Worst Best

Satisficer vs Maximiser

Making choices...

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Worst Best

Will be happy as long as she / he avoids the worst result

Satisficer

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Set search criteria Find result that ticks all boxes Make choice

Satisficer

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Worst Best

Won’t be happy unless she / he achieves the best possible result

Maximiser

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Aim for perfection

Search, test, research, test, search, read,

research, test...

Make choice

Maximiser

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Lots of tasty dishes to choose from

Choose the one you’ve had before (many times) because

you know it won’t be the worst

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Lots of tasty dishes to choose from

Choose the one you’ve had before (many times) because

you know it won’t be the worst

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Mental energy is more than a mere

metaphorDaniel Kahneman - Thinking, Fast and Slow

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Red Bull does give you

wings, sort of...

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The nervous system consumes more glucose than any other part of the

body

Daniel Kahneman - Thinking, Fast and Slow

Effortful mental activity appears to be especially

expensive in the currency of glucose

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A choice architect has responsibility for organising the context in which people

make decisions

Thaler & Sunstein - Nudge

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Incentives Mapping Defaults

Feedback Errors Structure

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The incentive is that it will take such little energy to try, you’ve got nothing to lose

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How much storage space do I need?

Mapping the experience I will get helps me to decide

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What is the normal amount and

frequency to donate to charity? Setting a default helps me to

decide

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Did I add the correct product to cart? A

clear piece of feedback on the site helps me to confirm

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The thing I’ve searched for isn’t

showing. By expecting an error,

the website has given me some next steps

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How much data do I need? This website has structured this

complex concept and made it tangible

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Feedback + Expect Error + Incentive

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Structure + Incentive

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Error + Structure + Incentive + Default

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Error + Feedback + Incentive

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How to become a choice architect

Start Choice Made

Work backwards from the choice

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Start Choice Made

Identify where choices and decisions must be made by your customer

Remove the unnecessary stepsSimplify the tough parts

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Start Choice Made

Design a journey that takes the customer from a need to a satisfactory decision with as little

wasted energy as possible

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What should my customer see first?

Where should they end up?

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Clear Instruction

Map the experience to the customer’s real life

Provide a default

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This was the impact of the UK government introducing pension

enrolment by default

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Barry Schwartz Daniel Kahneman Richard Thaler Cass Sunstein

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Accept your role as a choice architect and

make your customer’s lives better!

Thank You

Paul Woodwww.indulgemedia.com