There’s a common idea that seems to float around regarding decision making. So what should healthcare take away from the paradox of choice? Let me explain. Enter the ‘Paradox of Choice’. Believe it or not, I actually completely agree with you. The Paradox of Choice and Social Media Gregory Yankelovich January 20, 2014 “The Paradox of Choice: Why More is Less” is a well promoted … I employ people with PHD’s. Barry Schwartz, in his TED talk, recounts some information that a colleague shared with him. Over at Ling’s cars, everything is emphasized using animated GIF’s, bright colors, and even sound effects. You craft a nice tweet, a Facebook post, or a pin, and you announce to the world that you’ve just published a new masterpiece. Personally I would like to be able to perform my own tests, but I guess this will not happen with the Warfare plugin. Nicholas Cardot I had no idea you were involved in this company. It’s up to each user to identify their target audience and find what works best for them. Their target audience is engineers who are looking for incredibly specific parts to create incredibly specific solutions. The paradox of choice is an observation that having many options to choose from, rather than making people happy and ensuring they get what they want, can cause them stress and problematize decision-making. If they’re not going to buy the product, they need to close the browser or manually navigate to another web page. Of course, your website should include the basics of your services. One person may find their audience on Facebook, Twitter, and LinkedIn. Awesome Danny! 🙂, Whether or not you need social sharing buttons on your site is entirely contextual. Nada. > Paradox of Choice in Digital: Marketing, Technology, Data and Customer Experience Gaurav Bhatia 2019-05-06 The world of digital, marketing and technology is evolving at an exponential pace and marketers are trying to keep pace or make sense of the rapid changes. At this point, it should be pretty easy to see why you don’t want to dilute that attention ratio. You can shop around at Sears, Best Buy, online stores like Amazon or Tiger Direct. From there, there are even more decisions for a patient to make: urgent care or primary care? Overwhelmed with their options and faced with a time-consuming decision, many people were unable or unwilling to make a choice and simply moved on. What we don’t realise is that having more choices makes us unhappy and in many cases – paralyses us from choosing anything at all. People hire me to tell them what works, and how to strategically drive results from it. Any suggestions or am I missing something…. 🙂, Hahaha!!! According to the paradox of choice idea, offering too many choices can stress out customers, reduce conversions, and detract from business. It allows the user to take action on something that has almost zero value in terms of traffic and social proof. Marketing automation handles this through campaigns. Take primary care for example. They read your masterpiece. But by acting in this paternalistic way, you’re treating your users like children. An architectural problem. Another may find their audience on Facebook, StumbleUpon, and Yummly. It was a risk, but one I felt I needed to take. In this article, we’ll look at why this Paradox of Choice can be an issue for online retailers, and how they can minimize this issue. Let us do our own testing. “Despite practicing in a hyper-competitive market, our new-patient counts are double what they were for the same time period last year. Researchers presented shoppers at an upscale supermarket with jam displays and free samples in … This may in turn help brands grow and give customers the feeling of being empowered in their decision making. While it might hold some psychological value to the page owner to have a Like button (who doesn’t like the affirmation of more social signals) it undermines most website’s primary objectives– drive traffic, generate sales/leads. There are different models of care, too: direct primary care, concierge medicine, retail healthcare options. In addition, Kathy is an accomplished speaker, appearing at countless national, local and state healthcare associations. Because with 50 funds to choose from, it’s so damn hard to decide which fund to choose, that you’ll just put it off until tomorrow…and of course tomorrow never comes. I certainly wouldn’t recommend anyone tries to go down the same route. Fundamentally disagree with the Warfare dogma on Like vs Share. Third, test, test and test some more. Addressing the Traveler’s Paradox of Choice That’s why we recommend both targeted mailers along with highly targeted digital landing pages. But the key to remember is that we don’t want to optimize our site for our own preferences. Why You Should Demand a Team of Healthcare Marketing Specialists, [Podcast] How Cleveland Clinic Helps Employers Create a Safer Workplace During COVID-19, [Podcast] Hospital Crisis Management and Healthcare PR in the Age of COVID-19, Why Healthcare Should Care about OTT Advertising. This is especially confusing for a patient who has not yet received a diagnosis. There is certainly some useful health information online, but it’s a lot to sort through—especially for a patient anxious about their health concerns. The very thing that we hold dear in Western civilization—the freedom of choice—creates its own set of issues. Only technical reasons. What we don’t realise is that having more choices makes us unhappy and in many cases – paralyses us from choosing anything at all. The circumstances in which the principle does apply are while shopping at a super market for household items and buying mobile phone. There are two major reasons why we’re not adding a like button. This core concept is used to increase landing page conversions. But Ling’s is probably not the best example of “how not to do it” given how successful she and the site are. [zotpressInText format=”%num%” item=”{5S28BPJB}”]. I don’t want to grow my business.”, Psychologically, that’s powerful. I totally get that– only two buttons stretching across the page isn’t my idea of attractive either. It can be difficult to decide which treatment route to go down when the world of healthcare is difficult to navigate in the first place. 😉. His signup rate went up by almost 300% over night and his engagement rate declined but only negligibly. Yes, your explanation gives me a better picture now. And they’re seeing shocking results! And I also think you should have been upfront about this in the blog post too. For more details review our Privacy Policy. On the surface, the Paradox of Choice makes sense. To overcome this, gather as much information as you can. Marketer’s use this tactic with amazing results on email popup subscription forms. In the book, Schwartz argues that eliminating consumer choices can greatly reduce anxiety for shoppers. They’re finding information on your website that may conflict with information they’ve seen elsewhere. There are an infinite number of ways that you can configure your website’s social shares, email subscription forms, and landing pages. They may put off seeing a doctor out of fear, or struggle to decide which doctor can help them through a serious condition (even before receiving a diagnosis). You probably already know that a 20-page brochure detailing all the possible symptoms and diseases a person may have can be confusing and overwhelming. There is literally no way to add a like button without including Facebook’s bloated javascript. With Les you get more. In his book he dissects a big question –– are our lives truly easier/ better with more choice? The more information we have, the more options to choose from, the better the final outcome and the happier we’ll be. They get almost no shares. But one day he got it in his head that he should ignore his own personal biases and do some actual testing. 1-Sentence-Summary: The Paradox Of Choice shows you how today’s vast amount of choice makes you frustrated, less likely to choose, more likely to mess up, and less happy overall, before giving you concrete strategies and tips to ease the burden of decision-making. / Zach Heller. The end result is a chaotic mess with no clear calls to action. This may in turn help brands grow and give customers the feeling of being empowered in their decision making. By the way, Yummly is a recipe sharing network. If not, then there’s no need for them. I’ll go ahead and give the philosophical reason, if you don’t mind Jeff. Michael Ruhlman, in … Participants presented with 24 varieties of jam were far less likely to ultimately purchase a jar than those presented with only 6 options. Are there large blocks of text filled with medical terminology? Patients are walking into your office uncertain that they’ve made the right choice. Yet, when making a choice from a given assort-ment, consumers often fi nd it more diffi cult to choose from assortments offering large selections, are less How do you influence others to take that kind of action on your behalf? -Alina Tugend[zotpressInText format=”%num%” item=”{TAQMJ7BN}”], This also overlaps with the concept of FOMO, the fear of missing out. The more information we have, the more options to choose from, the better the final outcome and the happier we’ll be. Look past your own biases, do some tests, study the data, and let it guide you to increased shares, traffic and conversions. A large part of what you can do for your patients is simply understand the struggles they face when making choices for their own health. I included a brochure about our agency marketing partnership as well. The Paradox Of Choice Summary. To find out whether you and your consumers are Satisficers or Maximisers take the test below. Whether they mention it or not, your patients may be very concerned about their symptoms or conditions. In an optimized campaign, your attention ratio should be 1:1. The decline in opens was less than 3% and the click-rate remained the same, all of which is fractional compared to the increased signups. However, when the average person is left alone to handle these decisions, it can cause a form of decision paralysis. So I’ve just deleted all sharing buttons because of the drain on resources. At the bottom of the popup are two buttons. Choice Paradox Too much choice will lead to indecision and lower sales In a study of jam, consumers were more likely to buy when offered 6 jams (40%) instead of 24 jams (3%). The solution is simple: Get others to share your content out to their networks and reignite that spark afresh with every new share. At this point, choice no longer liberates, but debilitates us and creates confusion and distress. Since reactivating my sharing buttons, I’ve limited the options, and because of that, both share numbers and traffic from social are up. he couldn’t do it. Paradox of Choice: Why More Is Less Barry Schwartz's The Paradox of Choice: Why More Is Less is a great and easy read for those studying or just interested in the field of Marketing. I will still stick to my argument however. If you have articles about topics that folks will find fascinating enough to share, then definitely make that process easy for them. Researchers presented shoppers at an upscale supermarket with jam displays and free samples in … It’s used to increase email subscribers. Just add your email below to be notified of new posts! And other times, you get bupkiss. You can do successful marketing for travel and tourism services by adopting a few changes. The Paradox of Choice, by psychologist Barry Schwartz, is a influential book about how consumers make choices, and the tyranny of choice both Satisficers and Maximisers face in today’s cluttered markets. In many ways, of course it is. Many firms will say their business model depends on offering variety and many customers will say they enjoy a large number of choices. Les really is more. Not only has this psychological principle been explored by psychologists and academics, but increasingly marketers are finding powerful ways to implement this tool into their strategies. It’s a great product. You don’t want a user to click through and read your blog. Image source. So he installed one on his blog and watched what happened. I share very little of this type of stuff on my Facebook profile because I mostly use Facebook to connect with friends and family. Zilch…or close to it. But that’s kind of the exception to the rule. In her career, Kathy has helped over 4,000 clients all over North America achieve their growth goals. This is the paradox of choice. This core concept is used to increase landing page conversions. The paradox of choice. The end result was a decrease in social sharing by 29%. But nearly every case study and experiment people do indicates that the exact opposite is true. Barry argues that eliminating consumer choices can greatly … With no information overload interfering, a patient may be more likely to call your team for information (rather than get caught up in all the conflicting information online).Â. [zotpressInText format=”%num%” item=”{2RSVR632}”]. Smashing Magazine saw an immediate increase in Facebook shares as soon as they got rid of their like button. With choice comes a wider audience and the ability to appeal to a more diverse customer base. Even though choice was limited, so also were expectations. The “paradox of choice” phrase comes from a marketing book and a Ted Talk by Barry Schwartz, a well-known psychology professor. In defense of his thesis in The Paradox of Choice, Schwartz wrote a column for PBS that gave a few modern examples of increased sales that resulted from the restriction of buying options. The traffic from social was down from when I had buttons active, but number of shares up. Why? Because we send you all kinds of good stuff, or at least that's what we'd like to think. Please explain why you won’t add a Facebook Like button but instead you add a ‘Yummly’ button (WTF is Yummly, anybody?). U.S. Army Reserves Psychological Operations Sergeant. Great post, and great job to everyone all around. The paradox of choice is a term coined by psychologist Barry Schwartz, who wrote a book about it called The Paradox of Choice: Why More is Less in 2004. Sometimes, it’s okay to draw attention to a list of services you provide in your advertising. This may, in turn, help brands grow and give customers the feeling of being empowered in their decision making. What’s most important is that you don’t become another source of information overload. This site uses cookies to provide the best possible experience. And it’s her crazy personality, which includes the mess of a website, that probably lies behind it. It certainly wasn’t your fault. But even just a few pages of clinical, sometimes scary information may make a patient reconsider. Dig into your analytics and metrics. It stands to reason that more options are a great thing. Continue scrolling, reading more information until they’ve learned enough to want to buy the product. Mr. Schwartz goes on to joke that these folks will be eating dog food in retirement because the decisions were simply too debilitating. Customers may groan at the bewildering choices they face when ordering something as simple as coffee, but they still seem to want them. As you’ll see in that article, the like button drastically pales in comparison to actual shares in both areas. Paradox of Choice Principle As the number of choices increases, the negatives escalate until we become overloaded and distressed. We want to test, test, and test some more to see what works for our audiences. What is it that really draws you in and makes you want to click on it? I did an experiment a while back on my blog, about removing social share buttons and leaving just the email sign up as a CTA. By having a Like button, you’re giving them another reason to not share the page. In a study of jam, consumers were more likely to buy when offered 6 jams (40%) instead of 24 jams (3%). It will always have a glass ceiling. This is the paradox of choice principle. Experiment with different site configurations. Reason: instead of "liking" articles, readers share it on their timeleine. Also called “tyranny of choice” or “ choice overload ,” it describes exactly what I experience every time I go to Target: the more choices we have, the harder it is to make a decision. It’s a programming thing. Out of curiosity, how were you measuring the fact that you got more shares when buttons were removed? If you’re a travel marketer, then immediately start strategizing business procedures to persuade the travel buyers. BTW Nicholas I never said I preferred Likes, only that I wanted to do some testing). We’ve made it easy for you to determine which social networks are performing best for you, to take advantage of it! Because of this, consumers don’t necessarily feel freer or more liberated. Explain things in terms patients can understand, avoiding tough medical jargon. > Smashing Magazine saw an immediate increase in Facebook shares as soon as they got rid of their like button. In some cases, it’s based on experience or family history. If you’ve been around the internet for more than a day, you know that Social Media can mean big traffic for your online business. When choosing A over B, C and D, the potential loss of options (B, C and D) causes this paradox. Encourage regular patients or those looking for a consultation to bring in information they’ve found online—so you can discuss it together. Home » Blog » Internet Marketing » The Paradox of Choice & Digital Marketing: 3 Vital Takeaways for Healthcare, By Kathy Roy GaughranSenior Marketing Strategist. I may buy more. I know this is a rant. Want to get our best blog posts sent straight to your inbox?
We love diversification, even when it is pointless and costly.
We avoid focusing, even when there is only one correct choice.
Paradox of Choice: Too many options
  • can make decisions difficult. But I’m only ranting because I care about your product. She set up a ‘Free Sample’ table at a grocery store. The Paradox of Choice & Digital Marketing: 3 Vital Takeaways for Healthcare, Senior Marketing Strategist at Healthcare Success. The Paradox of Choice: Why More Is Less Author: Barry Schwartz Publisher: HarperCollins Publication date: 2005 The success of your next innovation will depend on whether you are marketing to ‘Satisficers’ or ‘Maximisers’. Because one person may find their audience on Facebook, Twitter and LinkedIn. If Facebook were to include the ability to create custom like buttons the way that they’ve done with the share capability, then it might enter into the realm of possibility. There are more choices in healthcare than ever before. His colleague was granted access to data from Vanguard, a huge investment firm that manages accounts for millions of employees. It causes everything to have the same visual weight and, therefore, nothing stands out over anything else. Barry argues no, explaining that too much of a good thing isn’t necessarily a good thing at all. I’ll definitely share this with my network! What patients truly want to know from your marketing materials is the level of care you can provide. The paradox of choice is a principle wherein consumers are unable to make wise decisions due to the presence of numerous choices. Take a look at your website as well as your traditional marketing materials. This text was required reading for my Consumer Behavior course as it is relevant to every aspect of the consumption patterns of consumers. — Smashing Magazine (@smashingmag) May 22, 2012. There’s no one-size-fits-all care prescription for any one patient. Smart marketers know that the most successful landing pages are the ones with only one call to action. They’re exposed to your products or services. The more to choose from, the harder the choice and the less satisfied you are with your choice. When he increased from 3 share buttons to 5, he saw a drastic decrease in social shares. Hi Dustin, A Like for you Nocholas 🙂. The first says something like, “Yes! When we reach this point, choice no longer liberates, but debilitates. But then there are integrative medicine specialists. This is referred to as the Paradox of Choice, and was outlined in detail by psychologist Barry Schwartz in his 2004 book. So when a client asks me whether or not they should have a “Like” button on their blog articles, I emphatically (in every single case) advise against it, because a Like doesn’t drive any form of traffic back to the site. A further paradox: you pointed to Ling’s Cars as an example of how not to do things. Put the consequence on the page. Thank you for the dialogue too. WordPress enthusiast. By continuing to use this site we are assuming you're okay with our policies. For example, having a Facebook Like button is a waste of space. I run a psychology website. The point where the number of choices is most effective on our subjective well being. Enter the ‘Paradox of Choice’. Perfection. Our plugin uses one CSS file and one JS file to power all of the buttons. Irvine, CA 92606 In 2004 Barry Schwartz wrote the book The Paradox of Choice. Not only has this psychological principle been explored by psychologists and academics, but increasingly marketers are finding powerful ways to implement this tool into their strategies. When given only a limited number of options, we are actually happier with our choice. These negative reactions to a seemingly positive scenario (an abundance of choice) have been termed by renowned American psychologist, Barry Schwartz, as a 'Paradox of choice' (check out his fascinating TED talk here). So, can you tell me whether the social warfare program will NOT bloat my site (at all), not slow it down, etc. There are so many choices that it can be somewhat debilitating. No. You can read more about our performance in this article here: https://warfareplugins.com/better-faster-stronger/. There’s often that nagging feeling we could have done better. You cleared the screen of all available distractions and brought the user to have to choose between only two options, and you’ve made one of those options a non-option. Another may find their audience on Facebook, StumbleUpon and Yummly. The paradox of choice is our inability to choose when presented with a lot of options, even though we like to have plenty of choices. It was the world’s fault or the TV manufacturer’s fault. More than you think. Kathy is a member of the American Marketing Association and The Direct Marketing Association. -Neil Patel[zotpressInText format=”%num%” item=”{MGQKX6EG}”]. Choice Paradox Too much choice will lead to indecision and lower sales. Awesome article on social sharing with great headings. And it is indeed quite a paradox. However, if you add this small bit of CSS to your theme’s style.css, it should do the trick: You can adjust the 300px to make it wider or narrower based on your preference. This concept is never more apparent than in e-commerce shopping. Since the introduction of Obamacare, a lot more people have access to a wider range of insurance options. Once they’ve taken that action, the users are no longer interested in taking the far more valuable action– actually sharing the page to their stream. But this doesn’t make the elements stand out. The growing number of marketing channels invokes the paradox of choice. The paradox of choice is an observation that having many options to choose from, rather than making people happy and ensuring they get what they want, can cause them stress and problematize decision-making. It can be a lot for a patient to sort through. Less is more. 800-656-0907. But much worse is the misinformation patients receive. It is frequently associated with the purchase of an expensive item such as a vehicle or real estate. This is also the current trend for many incredibly popular social websites. Instead of plastering your site with as many share buttons as you can possibly fit on the page, take some time to discover your target audience. Marketing automation handles the automation of marketing messages to the contacts, all the messages, all the landing pages, and all the interactions, engagements, promotions, offers that each contact receives. Want a better understanding of how consumers make decisions? Of course Shares are better for driving traffic. Now try to purchase a new TV today. We didn’t set out to be the “anything and everything” tool– there are plenty of those. The theory that less choice can be more -- what psychologist Barry Schwartz called "The Paradox of Choice" -- is under attack as scientific hogwash. With choice comes a wider audience and the ability to appeal to a more diverse customer base. Hiring Healthcare Success was one of the best business decisions I have ever made.”, The idea of choice overload and the anxiety and paralysis it can produce has sparked conversation since the turn of the century—most notably in Barry Schwartz’s 2004 book. For serious information, they turn to you—and the best place for this is in your office. And this can guide your approach to patient care as well as the marketing that brings patients through your doors. First, is explained above. How do you get your site’s visitors to market your content for you? Kathy’s clients include practices with annual revenues well over $10 million and with annual marketing budgets up to $900,000. May I ask what is it about a like button that you prefer over the share button? He meticulously measured his signup quantity (how many people were signing up) and quality (how many of those people were opening the emails, clicking links, etc.). And when it comes to your website, remember that patients on your site might only be in the market for one particular product or service. It’s yours. Landing pages provide a great framework to explore how this works to increase sales and conversions. Sound familiar? The author cites numerous studies showing this to be true. In practice, it’s beyond powerful. I could had shared, but, my friends would not care much cause they are into some other business, other problems, other fancies. If you’ve taken a philosophical stance against having a Like then it’s good to know. Consider purchasing a new TV. Find out what’s working, what isn’t working, and what can be improved. I bought 2 licences. Autonomy and Freedom of choice are critical to our well being, and choice is critical to freedom and autonomy. So on their site, social sharing doesn’t really do much for their audience. For example, we had a corporate client that makes electronic widgets. This is the Paradox of Choice in a nutshell. On Quick Sprout, I only offer three social sharing options… Facebook, Twitter and Google Plus. It does the opposite. somebody please explain), (PS I know about psychology. -Barry Schwartz[zotpressInText item=”{M3DTXB9B}” format=”%num%”]. But unless they do, I simply can’t compromise the speed of the plugin for such a tiny feature. I believe there is a lot of value to Likes. [zotpressInText format=”%num%” item=”{N2DRDKF9}”], This non-choice actively engages users and compels them to face a positive consequence or a negative one. 79 They view your brand. © 2020 Healthcare Success, LLC. When they examined that data, they found an interesting trend. If a patient is also balancing conditions that require specialists’ care, all of which may have their own approach to treatment, how can a patient determine what’s right? So, yep, I’d go with the less is more option, for sure. I wish there was a like button. You’re reading through an article and suddenly you’re interrupted with a beautiful popup offering a free resource to help grow your business. Since, fortunately, most of our decisions are less weighty, one way to tackle the choice problem is to become more comfortable with the idea of “good enough,” said … For every 10 mutual funds that folks were offered to choose from in their company 401K plans, 2% fewer people participated. The paradox of choice, popularized by psychologist Barry Schwartz in a 2004 book, is the theory that having more options, or choices, makes it harder for people to make a decision, potentially hurting their well-being in the process. If this is not the case then, again, I request. – David. The Paradox of Choice in Marketing The idea of choice overload and the anxiety and paralysis it can produce has sparked conversation since the turn of the century—most notably in Barry Schwartz’s 2004 book The Paradox of Choice . This concept is never more apparent than in e-commerce shopping. And if, for some reason, you weren’t happy with the TV, who’s fault was it? What narked me was the reasons I was being given before (too many buttons, too much code overhead. Practical Marketing Applications for the Paradox of Choice. The paradox of choice. Shares have the potential to drive far more traffic and social signals than a like button. If you have one primary goal, then that should be the largest and most obvious (if not the only) call to action on a page. Increasingly the scientific/academic community, as well as the marketing world, have been churning out studies that prove emphatically that more options always leads to fewer actions. 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