June 3rd, 2012 | 2 MIN READ

Product Finder Awards: Vodafone

Written by author_profile_images Linda Bustos

Linda is an ecommerce industry analyst and consultant specializing in conversion optimization and digital transformation.

In our recent webinar Optimizing the Customer Journey for the Complex Sale, I covered 5 keys to keeping a customer on-site and engaged in the mobile phone and service plan selection process. One of the sites highlighted in the webinar is Vodafone, whose Phone Selector tool is the most impressive product finder I've ever come across.

We're all aware of the paradox of choice, that the more choice we throw at customers, the harder it is to make a decision and the less satisfied customers are with their decisions.

When it comes to selecting a device as useful and personal as a mobile phone, guided selling matters. Allowing the user to refine category and search results by features, brand, price and tech specs is great, but the user is left to dig through product details to come up with a "best match" choice.

Vodafone's tool allows customers to drag and drop features and prioritize them (or delete them).

You can also add additional features:

Each feature has its own set of refinements:

Matches are updated real-time (without page reloads) to give customers confidence in their choices.

It's easy to launch a product comparison matrix from the top results:

If there were a "Guided Selling Awards," Vodafone would by my top nomination. Have you come across an innovative approach to tackling the "paradox of choice?" Share your nomination in the comments.

Optimizing the Customer Journey for the Complex Sale is the first in a series of 3 webinars for the telecom industry. Stay tuned for future installments...

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