In Business-to-Consumer (B2C) electronic commerce, the conversion rate of lookers-to-buyers averages 2%, 2 buyers for every 100 lookers. We believe that this rate is due, in part, to decision aids that do not fit task complexity. The model developed in this research could have direct implications for electronic commerce enterprises that are trying to increase their conversion rates. Web stores could dynamically detect the current task complexity and either recommend or impose a particular decision aid. A dynamic detection could be tailored to the individual's customer profile or real-time behavior.