The Paradox of Choice – Standing Out From the Crowd in the Digital Age

Two Dam Creative

Save the Date

The bell rang for the 17th time that night. I smiled unconvincingly and muttered a muffled farewell at the similarly exhausted and uninspired brunette in front of me. I then listlessly moved to the next chair and killing another 5 minutes with the blond next to her, who spent more time fidgeting with her phone than engaging with me. I’d never been to a Speed Dating event before. I wasn’t even that interested in going to this one. A close friend of mine had hoodwinked me into being his wingman for the night, and in the fog of my 8th beer the previous Saturday evening, I had quite inexplicably agreed.


Who knows? In another setting, maybe Ms Brunette and I would have hit it off? At the very least, we may have enjoyed an interesting conversation over a drink? The problem, at least for me, was that I was simply so fatigued from the experience of brief, formulaic conversations with so many members of the opposite gender that I couldn’t muster the energy to care enough to find out. Overwhelmed with the plethora of choices, my brain had shut down and was unable to connect meaningfully with any of them. Fortunately, I’m fairly partial to the gorgeous lady that I ended up happily ever after with, so no regrets. However, I still find the experience fascinating for what it taught me about human nature.


The Science of Choice

Social scientists refer to it as “The Paradox of Choice”. The theory goes something like this: when faced with an excessive number of options from which to choose, humans will experience anxiety, or simply tune out, and default to a safe, familiar option, rather than try something new.


This is no truer than in the online world. Spoilt with options, the average consumer faces The Paradox of Choice daily. The majority will simply go with what they know, especially where issues of e-commerce and online security are concerned. Long gone are the days when you could just throw up a website, run a cheap and nasty SEO link building campaign and sit back waiting for the orders to come through. Consumers, the competition and search engines have become far too sophisticated and complex for that. To truly break in and win new clients, you need a digital strategy that is carefully planned and executed to meet your sales and marketing goals.


Powerful Digital Strategy

Not everyone is a digital expert, however. That is why you need the right advice and a team of experts that have the creative flair and technical nouse to deliver a digital presence that will help you to stand out from the crowd in a fiercely competitive world where run-of-the-mill just won’t cut it anymore.


A healthy digital strategy needs a few basic things to get your business to where it needs to be. Here are a few of the key pieces of the puzzle:



  • Beautiful Design


The average internet user has a short attention span. And we mean really short. Like seven seconds kind of short. You read that right. You have under seven seconds to give a visitor to your site a good reason to stay on it before they bounce off. Even goldfish are scientifically proven to be able to concentrate for at least nine seconds! Your website needs to grab users’ attention quickly. Today’s consumer is highly visual and will respond to appealing design.



  • Engaging Content


While visuals are incredibly important, words are still crucial to your strategy. You need to convey your message in a clear, engaging and persuasive fashion. The trick is to do it in a way that is concise and punchy to use those seven seconds to best effect. Once you have their attention, you need to back it up with informative, entertaining, useful content that will establish you as the go-to source for authoritative information.



  • Amazing User Experience (UX)


Once you have your user, you need to keep them. Sites with poor UX struggle to keep visitors past the first couple of clicks, or the first step of checkout. Your website is your 24/7/365 sales person. It doesn’t take smokos, vacation or sick leave or steal stationary. You don’t have to pay super or payroll tax. How much would a salesperson cost you in total over 3-5 years, the average lifespan of a website? Suddenly brilliant UX is starting to look like a pretty good deal, right?



  • Digital Integration


A major factor in the Paradox of Choice is nagging fear of the unknown. People feel more comfortable in familiar surroundings. Keeping all aspects of your strategy consistent and integrated across each digital platform that you employ will provide a compelling reason for visitors to become customers.



  • Savvy Marketing


Once you’ve got your presence humming, people need to know that you’re there. They can’t do that if they don’t know about you. Whether it’s SEO, PPC, Social Advertising or Sales Funnel building, a solid, well-constructed digital marketing campaign is an indispensable part of your overall marketing strategy and budget.


Sound overwhelming? It can be. Not, however, if you have the right partner. The team at 2 Dam Creative have the skill set and client focus that will deliver a digital presence that makes a powerful impact. We partner with our clients to understand your business needs and tailor the right solution to bring the results you want. Got a project that you want to discuss? Contact us today to discuss how we can make it a reality.


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