4 Principles of Choice Architecture in Marketing
Choice architecture influences what option customers choose, or if they choose any option at all. Sam will teach you 4 principles to nudge customers to buy.
What you will learn
- How a decision-making context can have a huge impact on what your customers choose
- Why increasing the hassle from “add to cart” to “confirm purchase” can actually boost sales
- Why having too many options for customers to choose from might actually lead to a decrease in conversion rates
- Other ways you can use to help your product stand out in the crowd
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Content in detail
This module is divided into five parts. You will learn about the 4 most important principles to build effective choice architecture; and as a bonus, Sam will tell you how to use Behavioral Economics in a creative way.
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011 – Introduction to choice architecture
Meet Sam Tatam, behavioral strategy director at Ogilvy Consulting. Awarded strategist, psychologist, and advertising practitioner. Sam explains what is choice architecture, why it’s important, and gives jaw-dropping examples of its power.
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022 – Friction
When we shop, we generally like everything to go as smoothly and as easily as possible. But sometimes a process that is too hassle-free can actually harm sales. In this part, you’ll find out why increasing friction for your customers can be a surprising gold mine.
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033 – Choice overload
We think that the more choice we have the better. But actually, the opposite is true. Too many choices can make your customers feel overwhelmed. We need to be careful about what options we keep and which ones we cut out, which is exactly what you’ll learn in this part.
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044 – Defaults
Defaults are very powerful for nudging customers towards making a certain choice. They allow us to make a decision without the need to invest too much effort into thinking about it. But with great power comes great responsibility. Using defaults in the right way so that your customers don’t feel like you’re limiting their agency, or power to make their own decisions, can be an art form, which Sam will explain to you in this part.
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055 – Salience
Salience might seem like a pretty straight-forward principle, but you’ll find that there’s more to making your product or service stand out. In this part, you’ll learn how personalization, idiosyncratic fit, and salient feedback can help you gain a competitive advantage.
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066 – Creativity and Behavioral Economics
Creativity and Behavioral Economics seem like exact opposites. One is considered to be an art or talent that only a few people possess while the other is based on scientific research and rigorous practices. However, Sam and his team found a surprising connection between the two, which he’ll share with you in this part of the module.
Course instructor
Sam Tatam
Consulting Partner
Ogilvy UK
Award-winning strategist, psychologist, and advertising practitioner who develops interventions and shapes communication for some of the world's most influential brands and organizations.
Pricing
This Online Course
Lifetime access to:
- 1h30 video lectures
- (English, Portuguese & Italian subs)
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