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


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


Just because users can do something, doesn’t mean

that they will…


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


“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.


Which centre circle is biggest?

Actually…

A B


“The mind is like an iceberg, it floats with one-seventh of its bulk above water.”

Sigmund Freud


CONSCIOUS & SUBCONSCIOUS

Conscious;SlowDeliberateEffortfulLogical

Conscious

Subconscious

Subconscious;Fast AutomaticInstinctiveEmotional



Conscious

Subconscious

Actions & behaviour

Emotions

Self esteem

Past experiencesValues

Fears

Beliefs


SOCIAL PROOF


“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


ASCH (1951)

Even in situations where the judgements of others

appear to be wrong, conformity occurs


TYPES OF SOCIAL PROOFExpert social proof

Celebrity social proof

User social proof

‘Wisdom of the crowds’ social proof

Peer social proof


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


2.94% increase in

flight bookings

A B




Create and communicate community; make your users feel part of something


A B

46.54% increase in ride

bookings




Give people a reason users to express their advocacy for your brand on social media





Encourage users to express their advocacy for your brand on social media



CHOICE PARALYSIS


“Some choice is better than none, but more choice isn’t better than some.”

The Paradox of Choice, Barry Schwartz


LYENGAR AND LEPPER (2000)

Options can at first seem

highly appealing, but can reduce subsequent

motivation to purchase.

A

B


JOHNSON & GOLDSTEIN (2003)

Opt in Opt out


HOW TO PREVENT CHOICE PARALYSISChoice is initially attractive to users, so communicate range as a USP


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


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



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




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


Reassure users that they are making the right decision through positive reinforcement


10.89% increase in ride

bookings

A B



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


Reassure users that they are making the right decision through positive reinforcement


SCARCITY & URGENCY


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.


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


TYPES OF SCARCITY & URGENCYLimited-number

Limited-time

One-of-a-kind Specials

Utilising competitions

Limited editions


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


8.6% increase in conversion

s

A B




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




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


INCORPORATING PSYCHOLOGICAL

PRINCIPLES INTO CRO


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


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.


WANT TO LEARN MORE?

EMMA TRAVISOptimisation Strategist

@emma_travo

THANK YOU FOR LISTENINGANY QUESTIONS?