Consumers want things to be simple. Here's how you can meet that need.

If there’s one thing consumer psychologists and marketers can agree on, it’s that consumers appreciate simplicity. 

With so much noise in the market, consumers can easily become overwhelmed with marketing messages, purchase decisions and more. But simple interactions with brands help to ease that stress. The tactics below can help. 

4 ways to simplify the consumer experience

1. Compare and contrast

Consumers have options. From brands to products, there’s no shortage of choices consumers have to make during their journey. And when consumers feel an overwhelming amount of pressure to make the right decisions, having too many choices can lead to anxiety and uncertainty.

To make things simpler for consumers, eliminate some of the guesswork by comparing and contrasting for them. What does your brand do that a competitor doesn’t? How is your brand a better fit for your consumer than others on the market? Consumers want answers to these questions, and the easier it is for them to find them, the easier it will be to decide which brand is best suited to fit their needs.

2. Highlight key elements of your product 

Whether you’re hoping to acquire new customers or provide consumers with a better experience, you can hit either of those metrics by showing consumers the value of your products.

Customers aren’t looking to spend countless hours deciding what product they should buy. Instead, they’ll look for shortcuts to make their decision. You can offer a shortcut with genuine value: highlight the key elements of your product or service.

Clearly outline what your product does, the components that make it unique, and how it will benefit consumers. Answering these essential questions for consumers takes the hassle out of an otherwise stressful decision.

3. Leverage social proof

Who better to confirm an upcoming consumer purchase than someone who's already bought it? That’s the thinking behind concepts like reviews, testimonial and best-seller sections — and it’s also the basis for a psychological concept known as social proof. 

Social proof is the idea that people are more likely to follow the lead of others they know or trust. This psychology can be beneficial for consumers who need some guidance on what choices they should make. 

Allowing consumers to see what purchases other consumers have made, highlighting your best-selling products, including influencer marketing in any promotions and showcasing expert endorsements can help simplify consumer decisions. 

4. Implement personalization 

Personalization is a particularly powerful tool for two reasons: It increases feelings of competence and familiarity.

We’ve already established that consumers like their interactions to be simple, but did you know it’s because it makes them feel smarter?

When consumers can clearly see other customers who look like them or products that fit their particular needs, it becomes easier to understand how that product or brand is the best choice. Consumers can be confident that they’ve made the best decision for themselves, their family or their friends by engaging with your brand. 

Personalization can also help consumers feel stronger feelings of familiarity. The more familiar a consumer is with a product, either due to previous interactions or feelings of nostalgia, the more at ease they become. Uncertainty is less of an issue when you’ve experienced a situation, or something like it, before. The consumer knows how the product will work for them. 

Consumers want simple, seamless experiences with brands. To fulfill that desire, you can implement practices that alleviate feelings of uncertainty and amplify easy interactions with your products and services.