Never face “decision paralysis” due to a few one-star reviews on items you’re buying online, thanks to the “SURPRISE ME” purchase randomizer!

Background:

In the post-online-shopping world, there are now nearly innumerable purchasing options for every style of item.

If a person wanted to buy a particular style of baseball cap in the pre-Internet world, they would have the following option:

  • Go to a store
  • Purchase one of the, say, 4 or 5 suitable caps that are in stock.

But in the Internet-shopping era, the process is as follows:

  • Go online
  • Find literally thousands of options at nearly all price points
  • Find hundreds of reviews for each cap, ranging from “This hat saved my life ★★★★★.” to “This hat burned down my village and destroyed everything I ever loved. However, shipping was fast: ★★★☆☆.”

The issue:

A person may be unable to decide on a suitable purchase due to two factors:

  1. The overwhelming quantity of options (“overchoice“).
  2. The incredible amount of information available about each option (“analysis paralysis“). This is especially seen in purchasing of consumer electronics (e.g. a new stereo system or a television).

The solution:

Fortunately, the solution is very straightforward, and can be implemented by any web shopping site (see mockup in Figure 1):

  1. The user finds an item on the web site that is similar to what they’re looking for.
  2. The user adds this item to their shopping cart with a special button marked “SURPRISE ME.”
  3. Instead of adding the exact clicked-on item to their cart, the web site adds a similar randomly-chosen item that costs anywhere between 75% and 125% of the price of the clicked on item.
  4. The user is not informed of the actual contents of their shopping cart at checkout, only the total cost.
  5. A few days later, the mystery item arrives at the user’s house by mail.
1-shop-online

Fig. 1: Here, we see an online store that has a “surprise me” button that will allow the user to purchase a random item that matches their requirements (at left). (This is an alternate version of the situation described in the “solution” section above).

Conclusion:

Using the system above, decision paralysis can be avoided. This increases both the rate of all-devouring consumption of your customers, AND your company’s profit margins!

PROS: Could be legitimately implemented, probably does not break any local or national laws!

CONS: The rate of returns might be extremely high.