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...