Hand the reins to your customers

Customization, personalization, build-your-own bundles…

The more custom options you offer to your customers, the greater they feel a sense of control.

Even small choices reinforce this sense of autonomy. For example, selecting a delivery date or personalizing a product with a name or color.

Warby Parker goes a step further, offering a home try-on program for glasses where customers can select up to five pairs and try them at home. For free.

This “controlled choice environment” helps empower customers and improve their decision-making. And the brand reinforces this with specific customization options like different lens colors and coatings.

But be wary. Too many choices can lead to another cognitive bias—The Paradox of Choice.

Even Warby Parker provides a limited number of options not to overwhelm you.

This isn’t limited to the number of products, either. Intuitive navigation can help your shopper feel in charge—and not like a character from the TV show “Lost.”

Use verbal cues to “hand over control”

The way you frame a question for your customers can make them feel empowered, even when they’re making an inevitable decision.

It’s the very essence of the illusion of control—you’re giving people a sense of agency, even when the outcome remains the same.

See how Disney store subtly words it with their question?

They want you to pay. But at the same time, they are handing over the control of “payment” to you by asking how you would like to pay. You’re in charge of the transaction.

The bottom line: Framing your wording like this reduces resistance and eases the decision. And here are some examples of how to apply it elsewhere:

• Subscription Signups. Instead of “Subscribe now,” say “Choose your ideal plan.”
• Product Bundles. Instead of a fixed bundle, offer “Pick the features that suit you.”

See the difference?

Approach with guided questions

What we don’t like: Salesy or pushy copy.

What we do like: Questions that put your needs and wants in the first place.

Logically, using strategic questions that guide conversation often work better than just directly selling to customers.

For instance, rather than listing all your products and features, offer a questionnaire where you ask customers about their preferences—allowing them to arrive at their own conclusions.

One good example is Helix Mattress, which uses a quiz to match you with a perfect mattress:

The only thing is, Helix doesn’t have an infinite number of mattress variations. You’ll eventually choose one of the few from their list.

But this creates the illusion that you’re making the decision independently, while the questionnaire is subtly guiding you towards it.