10/01/2022
Has it ever happened to you that when you’re constantly making alot of decisions, your ability to make additional decisions becomes worse.
This in psychology is called Decision Fatigue, where the mind becomes fatigued after constantly making decisions over time.
So why should we care about this? Because when we begin a decision-making process, we start weighing our choices carefully. Over a period of time, our mental energies become drained from the effort spent weighing all the various trade-offs.
Once our mental energy is depleted, we’re reluctant to engage in the thinking that requires us to make these trade-offs due to the cognitive effort our brain must exert.
How do we tackle this? By reducing and automating the decisions we have to make and to structure our to-do lists to include important decisions that require the
most mental energy to be early in the day, to ensure they have mental energy to give to these items first.
In the case of digital products, make sure to design your customer path with as few choices as possible and that important decisions are early on - moving the customer down the path towards one conversion goal and one call to action.
In addition to reducing the choices available, you can also make default choices for your consumers, for example selecting more expensive add-ons and making them look like a good decision, subtly nudging them towards spending more.
Additionally, making customer journey paths that feel familiar with other daily routines a customer might already have can be helpful to reduce the amount of additional decision making that can lead to poor decisions around conversion.
By doing the decision making for your users, you free up their mental energy and attention to complete their desired objectives of your site, leading to higher conversions.
