Designing with Emotion for E-Commerce

E-CommerceSuccess & Conversions

By Ross Johnson @3PointRoss

Designing For

Thursday, July 26, 12

E-Commerce Design for Success & Conversions

Design for E-Commerce is All About Psychology



How does a user think? How can you persuade them to buy your product?



Focusing on:

Product Pages



Buyer psychology can be broken down into three major emotional categories.

VisceralBehavioralReflective



It’s important to preface this with an understanding that...

All of our behavior is ultimately driven by emotion, not logic.



Visceral Emotions



Subconscious

The first reaction you have

Survival Seeking and Threat Avoidance



In Design, This Means•Maximize Trust•Reduce Visual

Clutter•Minimal > Fancy•Cost Benefit

Principle•Hicks Law



Cluttered design produces physical, measurable anxiety.



Abercrombie & Fitch is clean but dark.



Clean, open & bright design mimics “safe” environment.



Hicks Law:Too many options makes it more difficult to decide.http://3.7designs.co/blog/2010/07/ten-laws-to-design-by/


http://3.7designs.co/blog/2010/07/ten-laws-to-design-by/

http://3.7designs.co/blog/2010/07/ten-laws-to-design-by/


Extremely cluttered design builds distrust as it mimics an “unsafe” environment.



We are a visual species. Realistic imagery that tie to survival (shelter, food, reproduction) create positive visceral reactions.



BehavioralEmotions



Semi-conscious

What it feels like to “use” something or perform an action.

Closely tied to usability.



Make all actions obvious and visible.

“Recall vs Recognition”

Give necessary affordances

Include calls to action.



Call to action



Actions visible and obvious



Cart withorder visible.



Buttons look like buttons (affordance.)



ReflectiveEmotions



Conscious

Slowest emotion

Tied to memories, experiences, self image, etc...



Trust Indicators

Social Validation

Authority

Imagery



Simple privacy policy presented the user at the time of submitting a form.



Reassurance that transactions are secure.



Social Validation

People are instinctively influenced by social pressures. Testimonials reassure users that other people like a product, therefor it must be good.



Social Validation

Amazon uses reviews rather than testimonials. Interestingly enough, all positive reviews are often seen as questionable. People expect a few average / bad reviews.



Questions?Follow me on the Twitters @3PointRoss


Designing with Emotion for E-Commerce

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