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.

1. 15 PSYCH TIPS
TO HELP YOU SELL MORE ONLINE
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2. 1
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4
5
INTRODUCTION
BARRIERS
KEY QUESTIONS
TOP 15 PSYCH TIPS
EFFECTIVE SALES WEBSITES
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3. 1
2
3
4
5
INTRODUCTION
BARRIERS
KEY QUESTIONS
TOP 15 PSYCH TIPS
EFFECTIVE SALES WEBSITES
THE WEB PSYCHOLOGIST @THEWEBPSYCH
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4. 1
2
3
4
5
INTRODUCTION
BARRIERS
KEY QUESTIONS
TOP 15 PSYCH TIPS
EFFECTIVE SALES WEBSITES
THE WEB PSYCHOLOGIST @THEWEBPSYCH
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5. 1
2
3
4
5
INTRODUCTION
BARRIERS
KEY QUESTIONS
TOP 15 PSYCH TIPS
EFFECTIVE SALES WEBSITES
THE WEB PSYCHOLOGIST @THEWEBPSYCH
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6. 1
2
3
4
5
INTRODUCTION
BARRIERS
KEY QUESTIONS
TOP 15 PSYCH TIPS
EFFECTIVE SALES WEBSITES
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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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@THEWEBPSYCH
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9. THE WEB PSYCHOLOGIST @THEWEBPSYCH
@THEWEBPSYCH
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10. WEB PSYCHOLOGY
“
The empirical study of how
online environments influence
our attitudes and behaviours
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”
@THEWEBPSYCH
10
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11. neuroscience
behavioural
economics
cognitive
psychology
neuroaesthetics
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HCI
WEB
PSYCHOLOGY
cross-cultural
psychology
user
experience
social
psychology
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12. IT’S ABOUT
CONTEXT
PSYCHOLOGY
INDIVIDUAL
CULTURAL
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13. 3 SECRETS
TO ONLINE SUCCESS
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14. 1 KNOW WHO YOU’RE TARGETING
2 COMMUNICATE PERSUASIVELY
3 SELL WITH INTEGRITY
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15. 1 KNOW WHO YOU’RE TARGETING
2 COMMUNICATE PERSUASIVELY
3 SELL WITH INTEGRITY
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16. 1 KNOW WHO YOU’RE TARGETING
2 COMMUNICATE PERSUASIVELY
3 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
“
A lack of trust and face-to-face
interaction prevents many people
from purchasing online
Peter
de
Vries
&
Ad
Pruyn
(2007)
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”
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20. CONSUMER TRENDS
What stops us buying online?
Lack of customer service
Privacy / security concerns
No real salesperson
Ahuja
et
al
(2003)
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21. CONSUMER TRENDS
What information do we trust?
Consumer reviews
Earned media
Nielsen
(2012)
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22. RISK, TRUST & PRIVACY
1 Require greater trust / confidence online vs. face to face
2 First thing visitors do: subconsciously scan for trust cues
3 New visitors assess trust via your website’s functionality,
design & reputation
Ref:
(4)
(5)
(6)
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23. RISK, TRUST & PRIVACY
1 Require greater trust / confidence online vs. face to face
2 First thing visitors do: subconsciously scan for trust cues
3 New visitors assess trust via your website’s functionality,
design & reputation
Ref:
(4)
(5)
(6)
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23

24. RISK, TRUST & PRIVACY
1 Require greater trust / confidence online vs. face to face
2 First thing visitors do: subconsciously scan for trust cues
3 New visitors assess trust via your website’s functionality,
design & reputation
Ref:
(4)
(5)
(6)
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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 WEBSITE’S
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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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 – in value and location:
1 Wine experiment
2 Grocery stores
3 Online options
Rodway
et
al
(2012)
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45. 5
PAINLESS
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47. 6
RATINGS
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49. 7
TESTIMONIALS
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51. 8
CREDIBILITY
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53. 9
SECURITY
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55. 10
RECIPROCITY
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57. 11
SOCIAL PROOF
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59. 12
CONTRAST & CONCRETE
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62. 13
SALES BUTTONS
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64. 14
FRAME IN TERMS OF LOSS
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65. WHICH IS MORE PERSUASIVE?
1
You’ll save money by replacing the
insulation in your home.
2 You’re losing money by not replacing the
insulation in your home.
Rodway
et
al
(2012)
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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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72. ATTENTION OPTIMISATION
CASE STUDY
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75. REFERENCES
1 P. de Vries and A. Pruyn (2007). Source salience and the persuasiveness of peer recommendations: The mediating role of social trust. Persuasive, LNCS, 4744: 164–75.
2 M. Ahuja, B. Gupta, P. Raman (2003). An empirical investigation of online consumer purchasing behaviour. Communications of the ACM, 46: 145–51.
3 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
4 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: 41–8.
5 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:
350–3.
6 M. F. Wolfinbarger and M. C. Gilly (2002) .comQ: Dimensionalizing, measuring and predicting quality of the e-tailing experience. MSI Working Paper Series, No. 02-100.
7 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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