This document outlines 15 psychological tips for improving online sales. It begins with an introduction to the topic of web psychology and barriers to online purchasing such as risk, trust, and privacy concerns. It then asks three key questions about defining a business, target market, and website goals. The bulk of the document lists and describes the 15 tips, which include techniques like creating a sense of scarcity, establishing authority and credibility, using social proof like testimonials, ensuring security, and employing the power of contrast. The overall document provides research-backed recommendations for online retailers to utilize psychology and persuasion to increase sales and conversions.
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Nathalie Nahai - 15 psych tips to help you sell more online
1. 15 PSYCH TIPS
TO HELP YOU SELL MORE ONLINE
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7. 1
INTRODUCTION
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8. WEBS OF INFLUENCE
THE PSYCHOLOGY OF ONLINE PERSUASION
Pearson, 2012
UK | EU | USA | KOREA | JAPAN | CHINA
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10. WEB PSYCHOLOGY
โ
The empirical study of how
online environments influence
our attitudes and behaviours
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13. 3 SECRETS
TO ONLINE SUCCESS
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14. 1โฏ KNOW WHO YOUโRE TARGETING
2โฏ COMMUNICATE PERSUASIVELY
3โฏ SELL WITH INTEGRITY
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15. 1โฏ KNOW WHO YOUโRE TARGETING
2โฏ COMMUNICATE PERSUASIVELY
3โฏ SELL WITH INTEGRITY
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16. 1โฏ KNOW WHO YOUโRE TARGETING
2โฏ COMMUNICATE PERSUASIVELY
3โฏ SELL WITH INTEGRITY
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17. 2
BARRIERS
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18. SO, WHAT STOPS PEOPLE
FROM BUYING ONLINE?
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19. RISK, TRUST & PRIVACY
โ
A lack of trust and face-to-face
interaction prevents many people
from purchasing online
Peter
ย de
ย Vries
ย &
ย Ad
ย Pruyn
ย (2007)
ย
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20. CONSUMER TRENDS
What stops us buying online?
Lack of customer service
Privacy / security concerns
No real salesperson
Ahuja
ย et
ย al
ย (2003)
ย
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21. CONSUMER TRENDS
What information do we trust?
Consumer reviews
Earned media
Nielsen
ย (2012)
ย
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22. RISK, TRUST & PRIVACY
1โฏ Require greater trust / confidence online vs. face to face
2โฏ First thing visitors do: subconsciously scan for trust cues
3โฏ New visitors assess trust via your websiteโs functionality,
design & reputation
Ref:
ย (4)
ย (5)
ย (6)
ย
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23. RISK, TRUST & PRIVACY
1โฏ Require greater trust / confidence online vs. face to face
2โฏ First thing visitors do: subconsciously scan for trust cues
3โฏ New visitors assess trust via your websiteโs functionality,
design & reputation
Ref:
ย (4)
ย (5)
ย (6)
ย
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24. RISK, TRUST & PRIVACY
1โฏ Require greater trust / confidence online vs. face to face
2โฏ First thing visitors do: subconsciously scan for trust cues
3โฏ New visitors assess trust via your websiteโs functionality,
design & reputation
Ref:
ย (4)
ย (5)
ย (6)
ย
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25. 3
KEY QUESTIONS
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26. WHO ARE YOU
AS A BUSINESS?
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27. WHO IS YOUR
TARGET MARKET?
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28. WHAT IS YOUR WEBSITEโS
PRIMARY GOAL?
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29. 4
TOP 15 PSYCH TIPS
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30. 1
SCARCITY
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31. THE WEB PSYCHOLOGIST @THEWEBPSYCH
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32. THE WEB PSYCHOLOGIST @THEWEBPSYCH
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33. 2
AUTHORITY
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34. THE WEB PSYCHOLOGIST @THEWEBPSYCH
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35. THE WEB PSYCHOLOGIST @THEWEBPSYCH
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36. TO ILLUSTRATE THE NEXT FEW POINTS,
WHAT DO YOU NOTICE HERE?
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37. THE WEB PSYCHOLOGIST @THEWEBPSYCH
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38. THE WEB PSYCHOLOGIST @THEWEBPSYCH
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39. THE WEB PSYCHOLOGIST @THEWEBPSYCH
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40. 3
CHARM PRICES
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41. THE WEB PSYCHOLOGIST @THEWEBPSYCH
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42. 4
POWER OF THREE
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43. THE WEB PSYCHOLOGIST @THEWEBPSYCH
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44. CHOICE
When faced with graded options we go for the
middle one โ in value and location:
1โฏ Wine experiment
2โฏ Grocery stores
3โฏ Online options
Rodway
ย et
ย al
ย (2012)
ย
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45. 5
PAINLESS
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46. THE WEB PSYCHOLOGIST @THEWEBPSYCH
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47. 6
RATINGS
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48. THE WEB PSYCHOLOGIST @THEWEBPSYCH
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49. 7
TESTIMONIALS
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50. THE WEB PSYCHOLOGIST @THEWEBPSYCH
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51. 8
CREDIBILITY
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53. 9
SECURITY
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54. THE WEB PSYCHOLOGIST @THEWEBPSYCH
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55. 10
RECIPROCITY
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56. THE WEB PSYCHOLOGIST @THEWEBPSYCH
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57. 11
SOCIAL PROOF
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58. THE WEB PSYCHOLOGIST @THEWEBPSYCH
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59. 12
CONTRAST & CONCRETE
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62. 13
SALES BUTTONS
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63. THE WEB PSYCHOLOGIST @THEWEBPSYCH
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64. 14
FRAME IN TERMS OF LOSS
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65. WHICH IS MORE PERSUASIVE?
1โฏ
Youโll save money by replacing the
insulation in your home.
2โฏ Youโre losing money by not replacing the
insulation in your home.
Rodway
ย et
ย al
ย (2012)
ย
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66. 15
TEST, TEST, TEST!
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67. How users will look at your website within the
first few seconds of their visit
Computational neuroscientific model of human
attention
>90% predictive accuracy vs. empirical studies
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68. 5
EFFECTIVE SALES
WEBSITES
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69. ATTENTION OPTIMISATION
CASE STUDY
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71. THE WEB PSYCHOLOGIST @THEWEBPSYCH
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72. ATTENTION OPTIMISATION
CASE STUDY
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73. THE WEB PSYCHOLOGIST @THEWEBPSYCH
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74. THE WEB PSYCHOLOGIST @THEWEBPSYCH
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75. REFERENCES
1โฏ P. de Vries and A. Pruyn (2007). Source salience and the persuasiveness of peer recommendations: The mediating role of social trust. Persuasive, LNCS, 4744: 164โ75.
2โฏ M. Ahuja, B. Gupta, P. Raman (2003). An empirical investigation of online consumer purchasing behaviour. Communications of the ACM, 46: 145โ51.
3โฏ Nielsen (2012). Global trust in advertising and brand messages. Available online at:
www.nielsen.com/us/en/insights/reports-downloads/2012/global-trust-in-advertisingand-brand-messages.html
4โฏ H. Van der Heijden, T. Verhagen and M. Creemers (2003). Understanding online purchase intentions: Contributions from technology and trust perspectives. European
Journal of Information Systems, 12: 41โ8.
5โฏ E. Andrade, V. Kaltcheva and B. Weitz (2002). Self-disclosure on the Web: The impact of privacy policy, reward and brand reputation. Advances in Consumer Research, 29:
350โ3.
6โฏ M. F. Wol๏ฌnbarger and M. C. Gilly (2002) .comQ: Dimensionalizing, measuring and predicting quality of the e-tailing experience. MSI Working Paper Series, No. 02-100.
7โฏ P. Rodway, A.Schepman and J. Lambert (2012). Preferring the One in the Middle: Further Evidence for the Centre-stage Effect. Applied Cognitive Psychology, 26 (2),
215-222
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76. THANK YOU!
INSTITUTE OF WEB PSYCHOLOGY .COM
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