Online Decision Simplicity = Age-friendly

Decision Simplicity the number one driver of likelihood to buy online and the impact of simplifying purchase decisions for consumers is four times stronger than the favored marketing strategy of engagement. As ‘simplicity is a driver for age-friendliness, it seems that creating simpler online experiences could be more effective for all.

The IBM Institute for Business Value found that 60-65% of business leaders who believe that consumers follow their brands on social media sites because they want to be a part of a community. Only 25-30% of consumers agree. The top reason consumers follow a brand? To get discounts – not exactly ideal for a company’s bottom line.

According to this article in Forbes, .comes about when these factors are used together to create Decision Simplicity as defined by the Conference Board;

  • Trust the information they receive – providing recommendations by consumer advisors, ratings and reviews. e.g. Intuit provides more than 160,000 unfiltered user reviews and ratings on the TurboTax website and helps people find the information most relevant to them.
  • Learn effectively without distraction – simplifying the research process by offering clear and streamlined brand-specific product information targeted to each decision stage. e.g. Intuit offers a live forum – TurboTax Live Community – where people can ask questions and share information.
  • Weigh options confidently – making transparent buying guides and brand differentiated information easily available. e.g. Intuit has designed the TurboTax home page to show basic product choices side by side for easy comparison. The company even goes one step further and includes a “help me choose” function that guides people through an exercise to determine the best provide for them.

Sounds like the sort of thing older online users would find really valuable. So I declare that Decision Simplicity = age-friendly.