Creating a clear and efficient purchase path requires marketers to minimize the number of information touchpoints consumers must traverse as they move towards purchasing.
In the context of decision simplification, trusting product information is more important than trusting the brand. Unbiased reviews given by trusted advisers (review bloggers, consumers’ friends and family, etc.) are generally your best marketing asset.
Cut down the number of available product choices. If that’s impossible, create transparent buying guides with side-by-side product comparisons to help customers feel confident about their purchases. Or, even better, create step-by-step online decision guides that auto-generate the best choice for their needs.