Designing with Emotion for E-Commerce
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Designing with Emotion for E-Commerce

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The best performing e-commerce websites are designed with an understanding of human psychology. By understanding potential buyers and how emotions influence their actions you can craft product pages ...

The best performing e-commerce websites are designed with an understanding of human psychology. By understanding potential buyers and how emotions influence their actions you can craft product pages that make them feel safe, comfortable and ready to purchase. This happens on a conscious, semi-conscious and subconscious level.

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Designing with Emotion for E-Commerce Designing with Emotion for E-Commerce Presentation Transcript

  • Designing For E-Commerce Success & Conversions By Ross Johnson @3PointRossThursday, July 26, 12
  • Design for E-Commerce is All About Psychology E-Commerce Design for Success & ConversionsThursday, July 26, 12
  • Howyou persuadea user your product? How can does them to buy think? E-Commerce Design for Success & ConversionsThursday, July 26, 12
  • Focusing on: Product Pages E-Commerce Design for Success & ConversionsThursday, July 26, 12
  • Buyer psychology can be broken down into three major emotional categories. Visceral Behavioral Reflective E-Commerce Design for Success & ConversionsThursday, July 26, 12
  • It’s important to preface this with an understanding that... All of our behavior is ultimately driven by emotion, not logic. E-Commerce Design for Success & ConversionsThursday, July 26, 12
  • Visceral Emotions E-Commerce Design for Success & ConversionsThursday, July 26, 12
  • Subconscious The first reaction you have Survival Seeking and Threat Avoidance E-Commerce Design for Success & ConversionsThursday, July 26, 12
  • In Design, This Means •Maximize Trust •Reduce Visual Clutter •Minimal > Fancy •Cost Benefit Principle •Hicks Law E-Commerce Design for Success & ConversionsThursday, July 26, 12
  • Cluttered design produces physical, measurable anxiety. E-Commerce Design for Success & ConversionsThursday, July 26, 12
  • Abercrombie & Fitch is clean but dark. E-Commerce Design for Success & ConversionsThursday, July 26, 12
  • Clean, open & bright design mimics “safe” environment. E-Commerce Design for Success & ConversionsThursday, July 26, 12
  • Hicks Law: Too many options makes it more difficult to decide. http://3.7designs.co/blog/2010/07/ten-laws-to-design-by/ E-Commerce Design for Success & ConversionsThursday, July 26, 12
  • Extremely cluttered design builds distrust as it mimics an “unsafe” environment. E-Commerce Design for Success & ConversionsThursday, July 26, 12
  • We are a visual species. Realistic imagery that tie to survival (shelter, food, reproduction) create positive visceral reactions. E-Commerce Design for Success & ConversionsThursday, July 26, 12
  • Behavioral Emotions E-Commerce Design for Success & ConversionsThursday, July 26, 12
  • Semi-conscious What it feels like to “use” something or perform an action. Closely tied to usability. E-Commerce Design for Success & ConversionsThursday, July 26, 12
  • Make all actions obvious and visible. “Recall vs Recognition” Give necessary affordances Include calls to action. E-Commerce Design for Success & ConversionsThursday, July 26, 12
  • Call to action E-Commerce Design for Success & ConversionsThursday, July 26, 12
  • Actions visible and obvious E-Commerce Design for Success & ConversionsThursday, July 26, 12
  • Cart with order visible. E-Commerce Design for Success & ConversionsThursday, July 26, 12
  • Buttons look like buttons (affordance.) E-Commerce Design for Success & ConversionsThursday, July 26, 12
  • Reflective Emotions E-Commerce Design for Success & ConversionsThursday, July 26, 12
  • Conscious Slowest emotion Tied to memories, experiences, self image, etc... E-Commerce Design for Success & ConversionsThursday, July 26, 12
  • Trust Indicators Social Validation Authority Imagery E-Commerce Design for Success & ConversionsThursday, July 26, 12
  • Simple privacy policy presented the user at the time of submitting a form. E-Commerce Design for Success & ConversionsThursday, July 26, 12
  • Reassurance that transactions are secure. E-Commerce Design for Success & ConversionsThursday, July 26, 12
  • Social Validation People are instinctively influenced by social pressures. T estimonials reassure users that other people like a product, therefor it must be good. E-Commerce Design for Success & ConversionsThursday, July 26, 12
  • 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. E-Commerce Design for Success & ConversionsThursday, July 26, 12
  • Questions? Follow me on the Twitters @3PointRoss E-Commerce Design for Success & ConversionsThursday, July 26, 12