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Using Psychology to Increase e-Commerce Conversion
 

Using Psychology to Increase e-Commerce Conversion

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Using Psychology to Increase e-Commerce Conversion presentation from SXSW 2012 by Joe Rawlinson returncustomer.com

Using Psychology to Increase e-Commerce Conversion presentation from SXSW 2012 by Joe Rawlinson returncustomer.com

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    Using Psychology to Increase e-Commerce Conversion Using Psychology to Increase e-Commerce Conversion Presentation Transcript

    • 10 X More Likely to Purchase
    • Confused
    • Quick and Easy
    • Perfect Choice
    • Mental Overload
    • Walk Away
    • Pick
    • Choose
    • Dilip Soman
    • John Gourville
    • Alignable vs. Non- Alignable
    • Alignable Trade-OffsLarge Medium Small
    • Alignable Trade-Offs vs
    • Non-Alignable Trade-Offs
    • Simplify Choices
    • Product Presentation
    • Unit Growth Revenue Growth +29% +28%
    • Help with Preferences
    • Show Trade-Offs
    • Conversion to Cart and Quote +50%
    • Organize andEliminate Options
    • Simple, Relevant Question
    • Show Applicable Products
    • Attribute-Based Decisions
    • Step-by-Step
    • Step-by-Step
    • Step-by-Step
    • Step-by-Step
    • Recommendations
    • Social Proof
    • Localized Social Proof
    • Targeted Social Proof
    • Localized Social Proof
    • Ownership bias
    • Anchor price
    • Time Scarcity
    • Qty scarcity
    • Get them to use it!
    • 10% 50% 25%
    • Simplify Choices
    • Help with Preferences
    • Organize andEliminate Options
    • Attribute-Based Decisions
    • Recommendations
    • Social Proof
    • Get them to use it!
    • Do Something
    • References• Sheena S. Iyenga and Mark R. Leppe. "When Choice is Demotivating: Can One Desire Too Much of a Good Thing?" http://www.columbia.edu/~ss957/articles/Choice_is_Demotivating.pdf• Soman, Dilip. “Option Overload: How to Deal with Choice Complexity.” Rotman Magazine: Fall 2010: 43-47.• Richard Chase and Sriram Dasu. “Want to Perfect Your Company’s Service? Use Behavioral Science.” Harvard Business Review. http://hbr.org/2001/06/want-to-perfect-your-companys-service-use- behavioral-science/ar/1• John Gourville and Dilip Soman. "Pricing and the Psychology of Consumption" Harvard Business Review http://hbr.org/2002/09/pricing-and-the-psychology-of-consumption/ar/1