The Psychology of Shopping Online - Emma Travis
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A review of some psychology and persusian techniques used in the online shopping experience
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The Psychology of Shopping Online - Emma Travis
- 1. @emma_travo #brightonCRO THE PSYCHOLOGY OF SHOPPING ONLINE BEYOND USABILITY BEST PRACTICE EMMA TRAVIS Optimisation Strategist at PRWD www.prwd.co.uk
- 2. @emma_travo #brightonCRO Beyond Usability ABOUT ME Over 500 hours of moderated user research across websites, apps, print & in store experiences Facilitated through use of technology; Eye tracking EEG headset, GSR wristband Optimisation Strategist @ PRWD
- 3. @emma_travo #brightonCRO Just because users can do something, doesn’t mean that they will…
- 4. @emma_travo #brightonCRO 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
- 6. @emma_travo #brightonCRO “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.
- 7. @emma_travo #brightonCRO Which centre circle is biggest? Actually… A B
- 8. @emma_travo #brightonCRO “The mind is like an iceberg, it floats with one- seventh of its bulk above water.” Sigmund Freud
- 9. @emma_travo #brightonCRO CONSCIOUS & SUBCONSCIOUS Conscious; Slow Deliberate Effortful Logical Conscious Subconscious Subconscious; Fast Automatic Instinctive Emotional
- 10. @emma_travo #brightonCRO CONSCIOUS & SUBCONSCIOUS Conscious Subconscious Actions & behaviour Emotions Self esteem Past experiencesValuesFears Beliefs
- 11. @emma_travo #brightonCRO CONSCIOUS & SUBCONSCIOUS
- 14. @emma_travo #brightonCRO “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
- 16. @emma_travo #brightonCRO ASCH (1951) Even in situations where the judgements of others appear to be wrong, conformity occurs
- 17. @emma_travo #brightonCRO TYPES OF SOCIAL PROOF Expert social proof Celebrity social proof User social proof ‘Wisdom of the crowds’ social proof Peer social proof
- 18. @emma_travo #brightonCRO HOW TO USE SOCIAL PROOF Provide points of identification & increase trust by humanising your reviews and providing information about the reviewer
- 20. @emma_travo #brightonCRO HOW TO USE SOCIAL PROOF Provide 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
- 22. @emma_travo #brightonCRO 2.94% increase in flight bookings A B
- 23. @emma_travo #brightonCRO HOW TO USE SOCIAL PROOF Provide 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 Create and communicate community; make your users feel part of something
- 24. @emma_travo #brightonCRO A B 46.54% increase in ride bookings
- 27. @emma_travo #brightonCRO HOW TO USE SOCIAL PROOF Provide 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 Give people a reason users to express their advocacy for your brand on social media Create and communicate community; make your users feel part of something
- 29. @emma_travo #brightonCRO HOW TO USE SOCIAL PROOF Provide 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 Encourage users to express their advocacy for your brand on social media Create and communicate community; make your users feel part of something
- 31. @emma_travo #brightonCRO “Some choice is better than none, but more choice isn’t better than some.” The Paradox of Choice, Barry Schwartz
- 32. @emma_travo #brightonCRO LYENGAR AND LEPPER (2000) Options can at first seem highly appealing, but can reduce subsequent motivation to purchase. A B
- 33. @emma_travo #brightonCRO JOHNSON & GOLDSTEIN (2003) Opt in Opt out
- 34. @emma_travo #brightonCRO HOW TO PREVENT CHOICE PARALYSIS Choice is initially attractive to users, so communicate range as a USP
- 36. @emma_travo #brightonCRO HOW TO PREVENT CHOICE PARALYSIS Choice 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
- 38. @emma_travo #brightonCRO HOW TO PREVENT CHOICE PARALYSIS Prevent users being overwhelmed with intuitive categorisation, pagination and filtering options Allow 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
- 40. @emma_travo #brightonCRO HOW TO PREVENT CHOICE PARALYSIS Prevent users being overwhelmed with appropriate categorisation, pagination and filtering options Allow users to create a personalised and more manageable experience through shortlist functionality Provide information in a way that means it can be easily compared Choice is initially attractive to users, so communicate size of product range as a USP as
- 42. @emma_travo #brightonCRO HOW TO PREVENT CHOICE PARALYSIS Prevent users being overwhelmed with appropriate categorisation, pagination and filtering options Allow users to create a personalised and more manageable experience through shortlist functionality Provide clear points of comparison between products to make decision making easier Choice is initially attractive to users, so communicate size of product range as a USP as Reassure users that they are making the right decision through positive reinforcement
- 43. @emma_travo #brightonCRO 10.89% increase in ride bookings A B
- 44. @emma_travo #brightonCRO HOW TO PREVENT CHOICE PARALYSIS Prevent users being overwhelmed with appropriate categorisation, pagination and filtering options Allow users to create a personalised and more manageable experience through shortlist functionality Provide clear points of comparison between products to make decision making easier Choice is initially attractive to users, so communicate size of product range as a USP as Reassure users that they are making the right decision through positive reinforcement
- 45. @emma_travo #brightonCRO SCARCITY & URGENCY
- 46. @emma_travo #brightonCRO 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.
- 48. @emma_travo #brightonCRO 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
- 49. @emma_travo #brightonCRO TYPES OF SCARCITY & URGENCY Limited-number Limited-time One-of-a-kind Specials Utilising competitions Limited editions
- 50. @emma_travo #brightonCRO HOW TO USE SCARCITY & URGENCY Use low stock messaging to create the impression of products being scarce
- 52. @emma_travo #brightonCRO 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
- 54. @emma_travo #brightonCRO 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 Encourage immediate action through the use of limited time special offers and discount codes
- 56. @emma_travo #brightonCRO 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 Encourage immediate action through the use of limited time special offers and discount codes to increase urgency Look for opportunities to utilise limited editions
- 59. @emma_travo #brightonCRO TOOLS & TECHNIQUES Get 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
- 60. @emma_travo #brightonCRO SUMMARY Consumer 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 triggers Usability 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.
- 61. @emma_travo #brightonCRO WANT TO LEARN MORE?
- 62. EMMA TRAVIS Optimisation Strategist @emma_travo THANK YOU FOR LISTENING ANY QUESTIONS?
Editor's Notes
- Mention iterative and innovative testing – we are not just tweaking buttons but that optimisation is also about an understanding of our users and not just what they say in user research or what our analytics is telling us, this is about really understanding their influencers and motivators, understanding the elements of their subconscious that can persuade action. Range of sectors in the room – learnings to be applied across Explain the planned talk structure – will start off by talking through the theory of psychological decision making & why it’s important to incorporate into CRO, then I’ll go on to provide some examples & case studies of how to incorporate psychological principles into A/B tests
- GSR – galvanic skin response
- Worst nightmare. The idea that our website is difficult to use and frustrating for our visitors. Conduct usability studies and best practice reviews, we fix bugs and analyse data, we run A/B tests… Optimising for usability is nothing new. UX is integral to the success of all websites... but just because the user can do something, doesn’t necessarily mean that they will…
- Homossapiens have been on earth for around 200,000 years and our basic human instincts and behaviours that have existed since then are still at play today Psychology is the study of human behaviour To influence the ‘will do’, we need to look to these psychological principles and triggers that have been ingrained in human behaviour since we looked like this…
- It’s all about decision making
- If I asked most of you in this room, I have a feeling that you would like to think that you are rational people, who are very much in control of your own actions, behaviors and decisions. We think we are superman…
- The point of sharing these illusions is to illustrate how the brain tricks us into making predictable, repeatable, irrational decisions. It’s a metaphor for the way in which the our brain tricks us in day to day decision making.
- Talk through the characteristics of conscious and subconscious… It is these subconscious triggers that drive our decision making and when influenced can persuade us to take action.
- This slide shows the factors that influence our subconscious The subconscious feeds into our conscious, resulting in actions and behaviour We may not consciously know that these things are influencing our decisions…
- To illustrate the way the subconscious leads and causes us to make irrational decisions… Read the colour, not the word
- So what are these principles that influence our subconscious decision making? There are lots! I’ve selected three principles to discuss in more detail, but each & every one of these cards has a similar story to tell – the opportunities are endless.
- Aspects of human behaviour which involve other people. Where people assume the actions of others in an attempt to reflect correct behaviour for a given situation and is Related to the concept of conformity.
- If I asked most of you in this room, I’d suggest that you wouldn’t like to readily admit that you want to fit in, conformity is increasingly seen as a negative characteristic, however, our actions and behaviours don’t tend to fit with this perception of ourselves…
- Actually quite needy… Looking for reassurance, advice, guidance and approval from others.
- One ‘naïve’ participant Which of the 3 comparison lines was the same as the standard line Majority of participants would answer either 1 or 3 (clearly shorter lines)
- Which ASOS Trip advisor Following the crowd (holiday restaurant example) Social media
- Take things one step further to really provide potential customers with a point of identification… Allow the user identify with and feel a connection to the reviewer
- Sweaty betty Modcloth
- Reading reviews can create a very conscious type of decision to be made Providing visibility of reviews and testimonials reassures the subconscious, preventing the conscious to step in
- 2.94%
- Make your users feel part of something wider They feel included and connected to others through a mutual appreciation for your brand
- Mod cloth Minki
- Encourage and give people a reason to like your brand on social media This could be seen as ready made peer social proof
- - Twitter campaigns - # - Or competitions - Access to exclusive features
- The result of having too many choices or options, which can result in us simply choosing not to make a choice at all.
- We tend to shy away from difficult decisions through an anxiety about making the wrong one; Having a lot of options creates the perception that there is a lot of decision making to be done, even if the consequences of the decision are minimal.
- - 6 flavours = 40% tasting the jam and 30% purchased - 24 flavours = 60% tasting but only 3% purchased
- Jam – a trivial decision Why the difference when culturally similar? It’s actually all about the way the decision / question was presented Draws on questions of religion, culture, morality etc. Small percentages of people actually make the decision at all, they ‘opt out’. The difficulty and emotionality of this decision that means people just don’t know what to do, so they simply adopt the default option.
- The internet is essentially the world’s biggest shopping centre… there’s a lot of decisions to be made to even get users to your site so how can we reduce this once they arrive on your websites?? Draw people in, make them feel confident there will be something for them We aren’t daunted by decisions before we have to make them
- Usability best practice meets psychology
- Two socks Rayban Schuh
- Create their own category of products which are of interest to them, the range of options they have to choose between. vastly reducing
- Reduce the required cognitive load for visitors
- We are anxious about making the wrong decision When user has shown signs of converting, reassure them
- 10.89% Reitterate USPs Provide reassurance about key concerns, e.g. delivery, security symbols ect
- - One is the result of the other
- A modern day example of scarcity and urgency at play is black Friday. The scarcity here was created not through the scarcity of the products but the price. I think you’ll all agree that Black Friday brought out the caveman in many of us.
- One jar had 10 cookies (abundant supply), the other had 2 (scarce supply) Asked to rate the cookies on a range of criteria Cookies in scarce supply were rated as more desirable than those in abundant supply
- Transparent stock messaging; specifically low stock messaging. This creates a perception around the popularity of the product and also encourages users to act quickly through a fear of missing out.
- 8.6%
- Groupon is an example of a website that bases its whole business model on the concept of scarcity and urgency, through limited time offers. Deals are available for a limited time only, so the desire to buy is influenced by the countdown that lets visitors know how long they have left to buy.
- Everyone is different & therefore will be effected differently by psychological principles; for example, for a young female fashion brand may find that their customers react more to social proof, so make sure you know what’s important to your users & then focus on relevant psychological principles. Although speaking to your users is a great way of doing this – running tests based around psychological principles will give you invaluable insight into the effect different messaging has on your customers. Therefore, walk through your site and assess the extent to which psychological principles are utilised – highlight initial testing opportunities & incorporate into your testing schedule. Once you start gathering insight around what works for your customers, look for opportunities to incorporate psychological principles into planned larger scale tests.