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

  1. 1. 10 X More Likely to Purchase
  2. 2. Confused
  3. 3. Quick and Easy
  4. 4. Perfect Choice
  5. 5. Mental Overload
  6. 6. Walk Away
  7. 7. Pick
  8. 8. Choose
  9. 9. Dilip Soman
  10. 10. John Gourville
  11. 11. Alignable vs. Non- Alignable
  12. 12. Alignable Trade-OffsLarge Medium Small
  13. 13. Alignable Trade-Offs vs
  14. 14. Non-Alignable Trade-Offs
  15. 15. Simplify Choices
  16. 16. Product Presentation
  17. 17. Unit Growth Revenue Growth +29% +28%
  18. 18. Help with Preferences
  19. 19. Show Trade-Offs
  20. 20. Conversion to Cart and Quote +50%
  21. 21. Organize andEliminate Options
  22. 22. Simple, Relevant Question
  23. 23. Show Applicable Products
  24. 24. Attribute-Based Decisions
  25. 25. Step-by-Step
  26. 26. Step-by-Step
  27. 27. Step-by-Step
  28. 28. Step-by-Step
  29. 29. Recommendations
  30. 30. Social Proof
  31. 31. Localized Social Proof
  32. 32. Targeted Social Proof
  33. 33. Localized Social Proof
  34. 34. Ownership bias
  35. 35. Anchor price
  36. 36. Time Scarcity
  37. 37. Qty scarcity
  38. 38. Get them to use it!
  39. 39. 10% 50% 25%
  40. 40. Simplify Choices
  41. 41. Help with Preferences
  42. 42. Organize andEliminate Options
  43. 43. Attribute-Based Decisions
  44. 44. Recommendations
  45. 45. Social Proof
  46. 46. Get them to use it!
  47. 47. Do Something
  48. 48. 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

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