Marketing Tip: When less is more

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Strategy

Could you be hurting your sales by offering too many product? Avoid overwhelming your customers and prospects with too many choices and decisions by offering a simplified, curated and well structured product catalog.

Why it matters

Options are great but too many can lead to “Analysis Paralysis”. When presented with too many options during the decision-making process, consumers tend become so overwhelmed that no action is taken. As an example, consider the variables involved when your customers select apparel:

• What brand / manufacture do I want?
• What cut / fit do I want?
• What color do I want?
• What sizes do I want?
• What attributes do I want? (Think: 100% cotton, ringspun, preshrunk…)

Tips for simplifying your product offering

• Ditch underperforming products
• Be mindful of seasonal products
• Create good, better, best product categories
• Develop curated product categories. Read our tip on curated products here
• Use categories and sub categories to create a product funnel
• Make sure products are keyword searchable
• Be critical! Ask the question: Why are we adding this product?
• Limit products in each category / sub category

Takeaway

Make it easy for your customers to do business with you by offering simplified product options. When prospects and customers arrive at your website or your retail location you want them to quickly and easily navigate through your product offerings to arrive a decision.