The Psychology of Shopping Online - Emma Travis
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Transcript of The Psychology of Shopping Online - Emma Travis
@emma_travo #brightonCRO
THE PSYCHOLOGY OF SHOPPING ONLINEBEYOND USABILITY BEST PRACTICE
EMMA TRAVISOptimisation Strategist at PRWD
www.prwd.co.uk
@emma_travo #brightonCRO
Beyond Usability
ABOUT ME
Over 500 hours of moderated user research across websites, apps, print & in store experiencesFacilitated through use of technology;
Eye tracking EEG headset, GSR wristbandOptimisation Strategist @ PRWD
@emma_travo #brightonCRO
Just because users can do something, doesn’t mean
that they will…
@emma_travo #brightonCRO
Human beings can't help it: we need to belong. One of the most powerful of our
survival mechanisms is to be part of a tribe, to contribute to (and take from) a
group of like-minded people.”Seth Godin
@emma_travo #brightonCRO
@emma_travo #brightonCRO
“It is true that from a behavioural economics perspective we are fallible,
easily confused, not that smart, and often irrational. We are more like Homer
Simpson than Superman.”Predictably Irrational, Dan Ariely.
@emma_travo #brightonCRO
Which centre circle is biggest?
Actually…
A B
@emma_travo #brightonCRO
“The mind is like an iceberg, it floats with one-seventh of its bulk above water.”
Sigmund Freud
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CONSCIOUS & SUBCONSCIOUS
Conscious;SlowDeliberateEffortfulLogical
Conscious
Subconscious
Subconscious;Fast AutomaticInstinctiveEmotional
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CONSCIOUS & SUBCONSCIOUS
Conscious
Subconscious
Actions & behaviour
Emotions
Self esteem
Past experiencesValues
Fears
Beliefs
@emma_travo #brightonCRO
CONSCIOUS & SUBCONSCIOUS
@emma_travo #brightonCRO
@emma_travo #brightonCRO
SOCIAL PROOF
@emma_travo #brightonCRO
“Human beings can't help it: we need to belong. One of the most powerful of our
survival mechanisms is to be part of a tribe, to contribute to (and take from) a
group of like-minded people.”The Purple Cow, Seth Godin
@emma_travo #brightonCRO
@emma_travo #brightonCRO
ASCH (1951)
Even in situations where the judgements of others
appear to be wrong, conformity occurs
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TYPES OF SOCIAL PROOFExpert social proof
Celebrity social proof
User social proof
‘Wisdom of the crowds’ social proof
Peer social proof
@emma_travo #brightonCRO
HOW TO USE SOCIAL PROOFProvide points of identification & increase trust by humanising your reviews and providing information about the reviewer
@emma_travo #brightonCRO
@emma_travo #brightonCRO
HOW TO USE SOCIAL PROOFProvide points of identification & increase trust by humanising your reviews and providing information about the reviewer
Don’t force conscious decision making by hiding reviews, testimonials and ratings
@emma_travo #brightonCRO
@emma_travo #brightonCRO
2.94% increase in
flight bookings
A B
@emma_travo #brightonCRO
HOW TO USE SOCIAL PROOFProvide points of identification & increase trust by humanising your reviews and providing information about the reviewer
Don’t force conscious decision making by hiding reviews, testimonials and ratings
Create and communicate community; make your users feel part of something
@emma_travo #brightonCRO
A B
46.54% increase in ride
bookings
@emma_travo #brightonCRO
@emma_travo #brightonCRO
@emma_travo #brightonCRO
HOW TO USE SOCIAL PROOFProvide points of identification & increase trust by humanising your reviews and providing information about the reviewer
Don’t force conscious decision making by hiding reviews, testimonials and ratings
Give people a reason users to express their advocacy for your brand on social media
Create and communicate community; make your users feel part of something
@emma_travo #brightonCRO
@emma_travo #brightonCRO
HOW TO USE SOCIAL PROOFProvide points of identification & increase trust by humanising your reviews and providing information about the reviewer
Don’t force conscious decision making by hiding reviews, testimonials and ratings
Encourage users to express their advocacy for your brand on social media
Create and communicate community; make your users feel part of something
@emma_travo #brightonCRO
CHOICE PARALYSIS
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“Some choice is better than none, but more choice isn’t better than some.”
The Paradox of Choice, Barry Schwartz
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LYENGAR AND LEPPER (2000)
Options can at first seem
highly appealing, but can reduce subsequent
motivation to purchase.
A
B
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JOHNSON & GOLDSTEIN (2003)
Opt in Opt out
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HOW TO PREVENT CHOICE PARALYSISChoice is initially attractive to users, so communicate range as a USP
@emma_travo #brightonCRO
@emma_travo #brightonCRO
HOW TO PREVENT CHOICE PARALYSISChoice is initially attractive to users, so communicate size of product range as a USP
Prevent users being overwhelmed with intuitive categorisation, pagination and filtering options
@emma_travo #brightonCRO
@emma_travo #brightonCRO
HOW TO PREVENT CHOICE PARALYSIS
Prevent users being overwhelmed with intuitive categorisation, pagination and filtering optionsAllow users to create a personalised and more manageable experience through shortlist functionality
Choice is initially attractive to users, so communicate size of product range as a USP as
@emma_travo #brightonCRO
@emma_travo #brightonCRO
HOW TO PREVENT CHOICE PARALYSIS
Prevent users being overwhelmed with appropriate categorisation, pagination and filtering optionsAllow users to create a personalised and more manageable experience through shortlist functionalityProvide information in a way that means it can be easily compared
Choice is initially attractive to users, so communicate size of product range as a USP as
@emma_travo #brightonCRO
@emma_travo #brightonCRO
HOW TO PREVENT CHOICE PARALYSIS
Prevent users being overwhelmed with appropriate categorisation, pagination and filtering optionsAllow users to create a personalised and more manageable experience through shortlist functionalityProvide clear points of comparison between products to make decision making easier
Choice is initially attractive to users, so communicate size of product range as a USP as
Reassure users that they are making the right decision through positive reinforcement
@emma_travo #brightonCRO
10.89% increase in ride
bookings
A B
@emma_travo #brightonCRO
HOW TO PREVENT CHOICE PARALYSIS
Prevent users being overwhelmed with appropriate categorisation, pagination and filtering optionsAllow users to create a personalised and more manageable experience through shortlist functionalityProvide clear points of comparison between products to make decision making easier
Choice is initially attractive to users, so communicate size of product range as a USP as
Reassure users that they are making the right decision through positive reinforcement
@emma_travo #brightonCRO
SCARCITY & URGENCY
@emma_travo #brightonCRO
Hundreds of thousands of years ago… food was the focus of our day. If food was scarce, it became more important to us in
our chances of survival, so it’s relative value rose.”
The Internet Psychologist, Graham Jones.
@emma_travo #brightonCRO
@emma_travo #brightonCRO
Worchel, Lee, and Adewole (1975)
Participants valued the cookies in the near-empty jar more highly. Scarcity somehow affected their
perception of value.
A B
@emma_travo #brightonCRO
TYPES OF SCARCITY & URGENCYLimited-number
Limited-time
One-of-a-kind Specials
Utilising competitions
Limited editions
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HOW TO USE SCARCITY & URGENCY
Use low stock messaging to create the impression of products being scarce
@emma_travo #brightonCRO
@emma_travo #brightonCRO
HOW TO USE SCARCITY & URGENCY
Use low stock messaging to create the impression of products being scarce
Consider the use of countdown timers or time limits where relevant to increase urgency
@emma_travo #brightonCRO
8.6% increase in conversion
s
A B
@emma_travo #brightonCRO
HOW TO USE SCARCITY & URGENCY
Use low stock messaging to create the impression of products being scarce
Consider the use of countdown timers or time limits where relevant to increase urgency
Encourage immediate action through the use of limited time special offers and discount codes
@emma_travo #brightonCRO
@emma_travo #brightonCRO
HOW TO USE SCARCITY & URGENCY
Use low stock messaging to create the impression of products being scarce
Consider the use of countdown timers or time limits where relevant to increase urgencyEncourage immediate action through the use of limited time special offers and discount codes to increase urgency
Look for opportunities to utilise limited editions
@emma_travo #brightonCRO
@emma_travo #brightonCRO
INCORPORATING PSYCHOLOGICAL
PRINCIPLES INTO CRO
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TOOLS & TECHNIQUESGet to know your users by conducting user research Walk through your site and highlight potential opportunities to incorporate psychological principles
Look for opportunities to introduce psychological principles within planned tests
Encourage incorporation of relevant persuasion techniques into sketching workshops & concept design
@emma_travo #brightonCRO
SUMMARYConsumer decision making is driven by the influence of their subconscious
Draw on multiple research and data sources to get to know your users, their triggers and motivations
We can influence decision making by understanding psychological principles and triggersUsability is still fundamental in website optimisation and UX
Subconscious triggers affect everyone differently so introduce psychological techniques through testing to really understand the impact on your users.
@emma_travo #brightonCRO
WANT TO LEARN MORE?
EMMA TRAVISOptimisation Strategist
@emma_travo
THANK YOU FOR LISTENINGANY QUESTIONS?