What Do Consumers Really Want? Simplicity - Karen Freeman, Patrick Spenner and Anna Bird - Harvard Business Review


 In fact, we found that the single biggest driver of "stickiness" — customers' likelihood of following through on a purchase, buying the product again, and recommending it — was, by far, "decision simplicity," the ease with which consumers can gather trustworthy information about a product and confidently and efficiently navigate their purchase options.

The bottom line: These days making a purchase decision easy is what makes customers choose your brand.

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