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PRWD Reveal Online 2015: The Psychology of Shopping Online - Emma Travis

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This is Emma Travis' presentation at PRWD Reveal Online 2015.

Optimisation Strategist Emma Travis provides an introduction to consumer psychology and how to effectively apply its principles to tap into visitor’s subconscious and encourage them to buy.

PRWD Reveal is a one day conference that shows you how to implement a robust growth strategy which can deliver major uplifts in sales revenue and profitability, as well as changing the way you develop your brand, innovate your offering and redesign your website.

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PRWD Reveal Online 2015: The Psychology of Shopping Online - Emma Travis

  1. 1. @emma_travo #PRWDReveal THE PSYCHOLOGY OF SHOPPING ONLINE BEYOND USABILITY BEST PRACTICE EMMA TRAVIS Optimisation Strategist at PRWD www.prwd.co.uk
  2. 2. @emma_travo #PRWDReveal 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. 3. @emma_travo #PRWDReveal Just because users can do something, doesn’t mean that they will…
  4. 4. @emma_travo #PRWDReveal 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
  5. 5. @emma_travo #PRWDReveal
  6. 6. @emma_travo #PRWDReveal “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. 7. @emma_travo #PRWDReveal Which centre circle is biggest? Actually… A B
  8. 8. @emma_travo #PRWDReveal “The mind is like an iceberg, it floats with one- seventh of its bulk above water.” Sigmund Freud
  9. 9. @emma_travo #PRWDReveal CONSCIOUS & SUBCONSCIOUS Conscious; Slow Deliberate Effortful Logical Conscious Subconscious Subconscious; Fast Automatic Instinctive Emotional
  10. 10. @emma_travo #PRWDReveal CONSCIOUS & SUBCONSCIOUS Conscious Subconscious Actions & behaviour Emotions Self esteem Past experiencesValuesFears Beliefs
  11. 11. @emma_travo #PRWDReveal CONSCIOUS & SUBCONSCIOUS
  12. 12. @emma_travo #PRWDReveal
  13. 13. @emma_travo #PRWDReveal SOCIAL PROOF
  14. 14. @emma_travo #PRWDReveal “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
  15. 15. @emma_travo #PRWDReveal
  16. 16. @emma_travo #PRWDReveal ASCH (1951) Even in situations where the judgements of others appear to be wrong, conformity occurs
  17. 17. @emma_travo #PRWDReveal TYPES OF SOCIAL PROOF Expert social proof Celebrity social proof User social proof ‘Wisdom of the crowds’ social proof Peer social proof
  18. 18. @emma_travo #PRWDReveal HOW TO USE SOCIAL PROOF Provide points of identification & increase trust by humanising your reviews and providing information about the reviewer
  19. 19. @emma_travo #PRWDReveal
  20. 20. @emma_travo #PRWDReveal 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
  21. 21. @emma_travo #PRWDReveal
  22. 22. @emma_travo #PRWDReveal 2.94% increase in flight bookings A B
  23. 23. @emma_travo #PRWDReveal 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. 24. @emma_travo #PRWDReveal A B 46.54% increase in ride bookings
  25. 25. @emma_travo #PRWDReveal
  26. 26. @emma_travo #PRWDReveal
  27. 27. @emma_travo #PRWDReveal 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
  28. 28. @emma_travo #PRWDReveal
  29. 29. @emma_travo #PRWDReveal 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
  30. 30. @emma_travo #PRWDReveal CHOICE PARALYSIS
  31. 31. @emma_travo #PRWDReveal “Some choice is better than none, but more choice isn’t better than some.” The Paradox of Choice, Barry Schwartz
  32. 32. @emma_travo #PRWDReveal LYENGAR AND LEPPER (2000) Options can at first seem highly appealing, but can reduce subsequent motivation to purchase. A B
  33. 33. @emma_travo #PRWDReveal JOHNSON & GOLDSTEIN (2003) Opt in Opt out
  34. 34. @emma_travo #PRWDReveal HOW TO PREVENT CHOICE PARALYSIS Choice is initially attractive to users, so communicate range as a USP
  35. 35. @emma_travo #PRWDReveal
  36. 36. @emma_travo #PRWDReveal 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
  37. 37. @emma_travo #PRWDReveal
  38. 38. @emma_travo #PRWDReveal 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
  39. 39. @emma_travo #PRWDReveal
  40. 40. @emma_travo #PRWDReveal 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
  41. 41. @emma_travo #PRWDReveal
  42. 42. @emma_travo #PRWDReveal 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. 43. @emma_travo #PRWDReveal 10.89% increase in ride bookings A B
  44. 44. @emma_travo #PRWDReveal 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. 45. @emma_travo #PRWDReveal SCARCITY & URGENCY
  46. 46. @emma_travo #PRWDReveal 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.
  47. 47. @emma_travo #PRWDReveal
  48. 48. @emma_travo #PRWDReveal 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. 49. @emma_travo #PRWDReveal TYPES OF SCARCITY & URGENCY Limited-number Limited-time One-of-a-kind Specials Utilising competitions Limited editions
  50. 50. @emma_travo #PRWDReveal HOW TO USE SCARCITY & URGENCY Use low stock messaging to create the impression of products being scarce
  51. 51. @emma_travo #PRWDReveal
  52. 52. @emma_travo #PRWDReveal 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
  53. 53. @emma_travo #PRWDReveal 8.6% increase in conversions A B
  54. 54. @emma_travo #PRWDReveal 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
  55. 55. @emma_travo #PRWDReveal
  56. 56. @emma_travo #PRWDReveal 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
  57. 57. @emma_travo #PRWDReveal
  58. 58. @emma_travo #PRWDReveal INCORPORATING PSYCHOLOGICAL PRINCIPLES INTO CRO
  59. 59. @emma_travo #PRWDReveal 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. 60. @emma_travo #PRWDReveal 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. 61. @emma_travo #PRWDReveal WANT TO LEARN MORE?
  62. 62. EMMA TRAVIS Optimisation Strategist @emma_travo THANK YOU FOR LISTENING ANY QUESTIONS?

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