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15 PSYCH TIPS
TO HELP YOU SELL MORE ONLINE

THE WEB PSYCHOLOGIST @THEWEBPSYCH

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4 
5 

INTRODUCTION
BARRIERS
KEY QUESTIONS
TOP 15 PSYCH TIPS
EFFECTIVE SALES WEBSITES

THE WEB PSYCHOLOGIST @THEWEBPSYCH

All material © THE WEB PSYCHOLOGIST LTD. 2013. No unauthorised reproduction or distribution.

2	
  
1 
2 
3 
4 
5 

INTRODUCTION
BARRIERS
KEY QUESTIONS
TOP 15 PSYCH TIPS
EFFECTIVE SALES WEBSITES

THE WEB PSYCHOLOGIST @THEWEBPSYCH

All material © THE WEB PSYCHOLOGIST LTD. 2013. No unauthorised reproduction or distribution.

3	
  
1 
2 
3 
4 
5 

INTRODUCTION
BARRIERS
KEY QUESTIONS
TOP 15 PSYCH TIPS
EFFECTIVE SALES WEBSITES

THE WEB PSYCHOLOGIST @THEWEBPSYCH

All material © THE WEB PSYCHOLOGIST LTD. 2013. No unauthorised reproduction or distribution.

4	
  
1 
2 
3 
4 
5 

INTRODUCTION
BARRIERS
KEY QUESTIONS
TOP 15 PSYCH TIPS
EFFECTIVE SALES WEBSITES

THE WEB PSYCHOLOGIST @THEWEBPSYCH

All material © THE WEB PSYCHOLOGIST LTD. 2013. No unauthorised reproduction or distribution.

5	
  
1 
2 
3 
4 
5 

INTRODUCTION
BARRIERS
KEY QUESTIONS
TOP 15 PSYCH TIPS
EFFECTIVE SALES WEBSITES

THE WEB PSYCHOLOGIST @THEWEBPSYCH

All material © THE WEB PSYCHOLOGIST LTD. 2013. No unauthorised reproduction or distribution.

6	
  
1
INTRODUCTION

THE WEB PSYCHOLOGIST @THEWEBPSYCH

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7	
  
WEBS OF INFLUENCE
THE PSYCHOLOGY OF ONLINE PERSUASION

Pearson, 2012
UK | EU | USA | KOREA | JAPAN | CHINA
THE WEB PSYCHOLOGIST @THEWEBPSYCH

@THEWEBPSYCH
8	
  

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THE WEB PSYCHOLOGIST @THEWEBPSYCH

@THEWEBPSYCH
9	
  

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WEB PSYCHOLOGY

“

The empirical study of how
online environments influence
our attitudes and behaviours

THE WEB PSYCHOLOGIST @THEWEBPSYCH

”

@THEWEBPSYCH
10	
  

All material © THE WEB PSYCHOLOGIST LTD. 2013. No unauthorised reproduction or distribution.
neuroscience

behavioural
economics

cognitive
psychology

neuroaesthetics

THE WEB PSYCHOLOGIST @THEWEBPSYCH

HCI

WEB
PSYCHOLOGY

cross-cultural
psychology

user
experience

social
psychology

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11	
  
IT’S ABOUT

CONTEXT
PSYCHOLOGY

INDIVIDUAL

CULTURAL

THE WEB PSYCHOLOGIST @THEWEBPSYCH

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12	
  
3 SECRETS
TO ONLINE SUCCESS
THE WEB PSYCHOLOGIST @THEWEBPSYCH

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13	
  
1  KNOW WHO YOU’RE TARGETING
2  COMMUNICATE PERSUASIVELY
3  SELL WITH INTEGRITY
THE WEB PSYCHOLOGIST @THEWEBPSYCH

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14	
  
1  KNOW WHO YOU’RE TARGETING
2  COMMUNICATE PERSUASIVELY
3  SELL WITH INTEGRITY
THE WEB PSYCHOLOGIST @THEWEBPSYCH

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15	
  
1  KNOW WHO YOU’RE TARGETING
2  COMMUNICATE PERSUASIVELY
3  SELL WITH INTEGRITY
THE WEB PSYCHOLOGIST @THEWEBPSYCH

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16	
  
2
BARRIERS

THE WEB PSYCHOLOGIST @THEWEBPSYCH

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17	
  
SO, WHAT STOPS PEOPLE
FROM BUYING ONLINE?
THE WEB PSYCHOLOGIST @THEWEBPSYCH

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18	
  
RISK, TRUST & PRIVACY

“

A lack of trust and face-to-face
interaction prevents many people
from purchasing online

Peter	
  de	
  Vries	
  &	
  Ad	
  Pruyn	
  (2007)	
  

THE WEB PSYCHOLOGIST @THEWEBPSYCH

”

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19	
  
CONSUMER TRENDS
What stops us buying online?
Lack of customer service
Privacy / security concerns
No real salesperson

Ahuja	
  et	
  al	
  (2003)	
  

THE WEB PSYCHOLOGIST @THEWEBPSYCH

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20	
  
CONSUMER TRENDS
What information do we trust?
Consumer reviews
Earned media

Nielsen	
  (2012)	
  

THE WEB PSYCHOLOGIST @THEWEBPSYCH

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21	
  
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)	
  

THE WEB PSYCHOLOGIST @THEWEBPSYCH

All material © THE WEB PSYCHOLOGIST LTD. 2013. No unauthorised reproduction or distribution.

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)	
  

THE WEB PSYCHOLOGIST @THEWEBPSYCH

All material © THE WEB PSYCHOLOGIST LTD. 2013. No unauthorised reproduction or distribution.

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)	
  

THE WEB PSYCHOLOGIST @THEWEBPSYCH

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24	
  
3
KEY QUESTIONS

THE WEB PSYCHOLOGIST @THEWEBPSYCH

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25	
  
WHO ARE YOU
AS A BUSINESS?
THE WEB PSYCHOLOGIST @THEWEBPSYCH

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26	
  
WHO IS YOUR
TARGET MARKET?
THE WEB PSYCHOLOGIST @THEWEBPSYCH

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27	
  
WHAT IS YOUR WEBSITE’S
PRIMARY GOAL?
THE WEB PSYCHOLOGIST @THEWEBPSYCH

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28	
  
4
TOP 15 PSYCH TIPS

THE WEB PSYCHOLOGIST @THEWEBPSYCH

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29	
  
1
SCARCITY
THE WEB PSYCHOLOGIST @THEWEBPSYCH

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30	
  
THE WEB PSYCHOLOGIST @THEWEBPSYCH

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31	
  
THE WEB PSYCHOLOGIST @THEWEBPSYCH

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32	
  
2
AUTHORITY
THE WEB PSYCHOLOGIST @THEWEBPSYCH

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33	
  
THE WEB PSYCHOLOGIST @THEWEBPSYCH

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34	
  
THE WEB PSYCHOLOGIST @THEWEBPSYCH

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35	
  
TO ILLUSTRATE THE NEXT FEW POINTS,

WHAT DO YOU NOTICE HERE?
THE WEB PSYCHOLOGIST @THEWEBPSYCH

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36	
  
THE WEB PSYCHOLOGIST @THEWEBPSYCH

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37	
  
THE WEB PSYCHOLOGIST @THEWEBPSYCH

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38	
  
THE WEB PSYCHOLOGIST @THEWEBPSYCH

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39	
  
3
CHARM PRICES
THE WEB PSYCHOLOGIST @THEWEBPSYCH

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40	
  
THE WEB PSYCHOLOGIST @THEWEBPSYCH

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41	
  
4
POWER OF THREE
THE WEB PSYCHOLOGIST @THEWEBPSYCH

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42	
  
THE WEB PSYCHOLOGIST @THEWEBPSYCH

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43	
  
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)	
  

THE WEB PSYCHOLOGIST @THEWEBPSYCH

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44	
  
5
PAINLESS
THE WEB PSYCHOLOGIST @THEWEBPSYCH

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45	
  
THE WEB PSYCHOLOGIST @THEWEBPSYCH

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46	
  
6
RATINGS
THE WEB PSYCHOLOGIST @THEWEBPSYCH

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47	
  
THE WEB PSYCHOLOGIST @THEWEBPSYCH

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48	
  
7
TESTIMONIALS
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49	
  
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50	
  
8
CREDIBILITY
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51	
  
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52	
  
9
SECURITY
THE WEB PSYCHOLOGIST @THEWEBPSYCH

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53	
  
THE WEB PSYCHOLOGIST @THEWEBPSYCH

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54	
  
10
RECIPROCITY
THE WEB PSYCHOLOGIST @THEWEBPSYCH

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55	
  
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56	
  
11
SOCIAL PROOF
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57	
  
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58	
  
12
CONTRAST & CONCRETE
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59	
  
THE WEB PSYCHOLOGIST @THEWEBPSYCH

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60	
  
THE WEB PSYCHOLOGIST @THEWEBPSYCH

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61	
  
13
SALES BUTTONS
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62	
  
THE WEB PSYCHOLOGIST @THEWEBPSYCH

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63	
  
14
FRAME IN TERMS OF LOSS
THE WEB PSYCHOLOGIST @THEWEBPSYCH

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64	
  
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)	
  

THE WEB PSYCHOLOGIST @THEWEBPSYCH

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65	
  
15
TEST, TEST, TEST!
THE WEB PSYCHOLOGIST @THEWEBPSYCH

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66	
  
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

THE WEB PSYCHOLOGIST @THEWEBPSYCH

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67	
  
5
EFFECTIVE SALES
WEBSITES
THE WEB PSYCHOLOGIST @THEWEBPSYCH

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68	
  
ATTENTION OPTIMISATION
CASE STUDY
THE WEB PSYCHOLOGIST @THEWEBPSYCH

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69	
  
THE WEB PSYCHOLOGIST @THEWEBPSYCH

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70	
  
THE WEB PSYCHOLOGIST @THEWEBPSYCH

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71	
  
ATTENTION OPTIMISATION
CASE STUDY
THE WEB PSYCHOLOGIST @THEWEBPSYCH

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72	
  
THE WEB PSYCHOLOGIST @THEWEBPSYCH

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73	
  
THE WEB PSYCHOLOGIST @THEWEBPSYCH

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74	
  
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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75	
  
THANK YOU!
INSTITUTE OF WEB PSYCHOLOGY .COM

THE WEB PSYCHOLOGIST @THEWEBPSYCH

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76	
  

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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 THE WEB PSYCHOLOGIST @THEWEBPSYCH All material © THE WEB PSYCHOLOGIST LTD. 2013. No unauthorised reproduction or distribution. 1  
  • 2. 1  2  3  4  5  INTRODUCTION BARRIERS KEY QUESTIONS TOP 15 PSYCH TIPS EFFECTIVE SALES WEBSITES THE WEB PSYCHOLOGIST @THEWEBPSYCH All material © THE WEB PSYCHOLOGIST LTD. 2013. No unauthorised reproduction or distribution. 2  
  • 3. 1  2  3  4  5  INTRODUCTION BARRIERS KEY QUESTIONS TOP 15 PSYCH TIPS EFFECTIVE SALES WEBSITES THE WEB PSYCHOLOGIST @THEWEBPSYCH All material © THE WEB PSYCHOLOGIST LTD. 2013. No unauthorised reproduction or distribution. 3  
  • 4. 1  2  3  4  5  INTRODUCTION BARRIERS KEY QUESTIONS TOP 15 PSYCH TIPS EFFECTIVE SALES WEBSITES THE WEB PSYCHOLOGIST @THEWEBPSYCH All material © THE WEB PSYCHOLOGIST LTD. 2013. No unauthorised reproduction or distribution. 4  
  • 5. 1  2  3  4  5  INTRODUCTION BARRIERS KEY QUESTIONS TOP 15 PSYCH TIPS EFFECTIVE SALES WEBSITES THE WEB PSYCHOLOGIST @THEWEBPSYCH All material © THE WEB PSYCHOLOGIST LTD. 2013. No unauthorised reproduction or distribution. 5  
  • 6. 1  2  3  4  5  INTRODUCTION BARRIERS KEY QUESTIONS TOP 15 PSYCH TIPS EFFECTIVE SALES WEBSITES THE WEB PSYCHOLOGIST @THEWEBPSYCH All material © THE WEB PSYCHOLOGIST LTD. 2013. No unauthorised reproduction or distribution. 6  
  • 7. 1 INTRODUCTION THE WEB PSYCHOLOGIST @THEWEBPSYCH All material © THE WEB PSYCHOLOGIST LTD. 2013. No unauthorised reproduction or distribution. 7  
  • 8. WEBS OF INFLUENCE THE PSYCHOLOGY OF ONLINE PERSUASION Pearson, 2012 UK | EU | USA | KOREA | JAPAN | CHINA THE WEB PSYCHOLOGIST @THEWEBPSYCH @THEWEBPSYCH 8   All material © THE WEB PSYCHOLOGIST LTD. 2013. No unauthorised reproduction or distribution.
  • 9. THE WEB PSYCHOLOGIST @THEWEBPSYCH @THEWEBPSYCH 9   All material © THE WEB PSYCHOLOGIST LTD. 2013. No unauthorised reproduction or distribution.
  • 10. WEB PSYCHOLOGY “ The empirical study of how online environments influence our attitudes and behaviours THE WEB PSYCHOLOGIST @THEWEBPSYCH ” @THEWEBPSYCH 10   All material © THE WEB PSYCHOLOGIST LTD. 2013. No unauthorised reproduction or distribution.
  • 11. neuroscience behavioural economics cognitive psychology neuroaesthetics THE WEB PSYCHOLOGIST @THEWEBPSYCH HCI WEB PSYCHOLOGY cross-cultural psychology user experience social psychology All material © THE WEB PSYCHOLOGIST LTD. 2013. No unauthorised reproduction or distribution. 11  
  • 12. IT’S ABOUT CONTEXT PSYCHOLOGY INDIVIDUAL CULTURAL THE WEB PSYCHOLOGIST @THEWEBPSYCH All material © THE WEB PSYCHOLOGIST LTD. 2013. No unauthorised reproduction or distribution. 12  
  • 13. 3 SECRETS TO ONLINE SUCCESS THE WEB PSYCHOLOGIST @THEWEBPSYCH All material © THE WEB PSYCHOLOGIST LTD. 2013. No unauthorised reproduction or distribution. 13  
  • 14. 1  KNOW WHO YOU’RE TARGETING 2  COMMUNICATE PERSUASIVELY 3  SELL WITH INTEGRITY THE WEB PSYCHOLOGIST @THEWEBPSYCH All material © THE WEB PSYCHOLOGIST LTD. 2013. No unauthorised reproduction or distribution. 14  
  • 15. 1  KNOW WHO YOU’RE TARGETING 2  COMMUNICATE PERSUASIVELY 3  SELL WITH INTEGRITY THE WEB PSYCHOLOGIST @THEWEBPSYCH All material © THE WEB PSYCHOLOGIST LTD. 2013. No unauthorised reproduction or distribution. 15  
  • 16. 1  KNOW WHO YOU’RE TARGETING 2  COMMUNICATE PERSUASIVELY 3  SELL WITH INTEGRITY THE WEB PSYCHOLOGIST @THEWEBPSYCH All material © THE WEB PSYCHOLOGIST LTD. 2013. No unauthorised reproduction or distribution. 16  
  • 17. 2 BARRIERS THE WEB PSYCHOLOGIST @THEWEBPSYCH All material © THE WEB PSYCHOLOGIST LTD. 2013. No unauthorised reproduction or distribution. 17  
  • 18. SO, WHAT STOPS PEOPLE FROM BUYING ONLINE? THE WEB PSYCHOLOGIST @THEWEBPSYCH All material © THE WEB PSYCHOLOGIST LTD. 2013. No unauthorised reproduction or distribution. 18  
  • 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)   THE WEB PSYCHOLOGIST @THEWEBPSYCH ” All material © THE WEB PSYCHOLOGIST LTD. 2013. No unauthorised reproduction or distribution. 19  
  • 20. CONSUMER TRENDS What stops us buying online? Lack of customer service Privacy / security concerns No real salesperson Ahuja  et  al  (2003)   THE WEB PSYCHOLOGIST @THEWEBPSYCH All material © THE WEB PSYCHOLOGIST LTD. 2013. No unauthorised reproduction or distribution. 20  
  • 21. CONSUMER TRENDS What information do we trust? Consumer reviews Earned media Nielsen  (2012)   THE WEB PSYCHOLOGIST @THEWEBPSYCH All material © THE WEB PSYCHOLOGIST LTD. 2013. No unauthorised reproduction or distribution. 21  
  • 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)   THE WEB PSYCHOLOGIST @THEWEBPSYCH All material © THE WEB PSYCHOLOGIST LTD. 2013. No unauthorised reproduction or distribution. 22  
  • 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)   THE WEB PSYCHOLOGIST @THEWEBPSYCH All material © THE WEB PSYCHOLOGIST LTD. 2013. No unauthorised reproduction or distribution. 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)   THE WEB PSYCHOLOGIST @THEWEBPSYCH All material © THE WEB PSYCHOLOGIST LTD. 2013. No unauthorised reproduction or distribution. 24  
  • 25. 3 KEY QUESTIONS THE WEB PSYCHOLOGIST @THEWEBPSYCH All material © THE WEB PSYCHOLOGIST LTD. 2013. No unauthorised reproduction or distribution. 25  
  • 26. WHO ARE YOU AS A BUSINESS? THE WEB PSYCHOLOGIST @THEWEBPSYCH All material © THE WEB PSYCHOLOGIST LTD. 2013. No unauthorised reproduction or distribution. 26  
  • 27. WHO IS YOUR TARGET MARKET? THE WEB PSYCHOLOGIST @THEWEBPSYCH All material © THE WEB PSYCHOLOGIST LTD. 2013. No unauthorised reproduction or distribution. 27  
  • 28. WHAT IS YOUR WEBSITE’S PRIMARY GOAL? THE WEB PSYCHOLOGIST @THEWEBPSYCH All material © THE WEB PSYCHOLOGIST LTD. 2013. No unauthorised reproduction or distribution. 28  
  • 29. 4 TOP 15 PSYCH TIPS THE WEB PSYCHOLOGIST @THEWEBPSYCH All material © THE WEB PSYCHOLOGIST LTD. 2013. No unauthorised reproduction or distribution. 29  
  • 30. 1 SCARCITY THE WEB PSYCHOLOGIST @THEWEBPSYCH All material © THE WEB PSYCHOLOGIST LTD. 2013. No unauthorised reproduction or distribution. 30  
  • 31. THE WEB PSYCHOLOGIST @THEWEBPSYCH All material © THE WEB PSYCHOLOGIST LTD. 2013. No unauthorised reproduction or distribution. 31  
  • 32. THE WEB PSYCHOLOGIST @THEWEBPSYCH All material © THE WEB PSYCHOLOGIST LTD. 2013. No unauthorised reproduction or distribution. 32  
  • 33. 2 AUTHORITY THE WEB PSYCHOLOGIST @THEWEBPSYCH All material © THE WEB PSYCHOLOGIST LTD. 2013. No unauthorised reproduction or distribution. 33  
  • 34. THE WEB PSYCHOLOGIST @THEWEBPSYCH All material © THE WEB PSYCHOLOGIST LTD. 2013. No unauthorised reproduction or distribution. 34  
  • 35. THE WEB PSYCHOLOGIST @THEWEBPSYCH All material © THE WEB PSYCHOLOGIST LTD. 2013. No unauthorised reproduction or distribution. 35  
  • 36. TO ILLUSTRATE THE NEXT FEW POINTS, WHAT DO YOU NOTICE HERE? THE WEB PSYCHOLOGIST @THEWEBPSYCH All material © THE WEB PSYCHOLOGIST LTD. 2013. No unauthorised reproduction or distribution. 36  
  • 37. THE WEB PSYCHOLOGIST @THEWEBPSYCH All material © THE WEB PSYCHOLOGIST LTD. 2013. No unauthorised reproduction or distribution. 37  
  • 38. THE WEB PSYCHOLOGIST @THEWEBPSYCH All material © THE WEB PSYCHOLOGIST LTD. 2013. No unauthorised reproduction or distribution. 38  
  • 39. THE WEB PSYCHOLOGIST @THEWEBPSYCH All material © THE WEB PSYCHOLOGIST LTD. 2013. No unauthorised reproduction or distribution. 39  
  • 40. 3 CHARM PRICES THE WEB PSYCHOLOGIST @THEWEBPSYCH All material © THE WEB PSYCHOLOGIST LTD. 2013. No unauthorised reproduction or distribution. 40  
  • 41. THE WEB PSYCHOLOGIST @THEWEBPSYCH All material © THE WEB PSYCHOLOGIST LTD. 2013. No unauthorised reproduction or distribution. 41  
  • 42. 4 POWER OF THREE THE WEB PSYCHOLOGIST @THEWEBPSYCH All material © THE WEB PSYCHOLOGIST LTD. 2013. No unauthorised reproduction or distribution. 42  
  • 43. THE WEB PSYCHOLOGIST @THEWEBPSYCH All material © THE WEB PSYCHOLOGIST LTD. 2013. No unauthorised reproduction or distribution. 43  
  • 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)   THE WEB PSYCHOLOGIST @THEWEBPSYCH All material © THE WEB PSYCHOLOGIST LTD. 2013. No unauthorised reproduction or distribution. 44  
  • 45. 5 PAINLESS THE WEB PSYCHOLOGIST @THEWEBPSYCH All material © THE WEB PSYCHOLOGIST LTD. 2013. No unauthorised reproduction or distribution. 45  
  • 46. THE WEB PSYCHOLOGIST @THEWEBPSYCH All material © THE WEB PSYCHOLOGIST LTD. 2013. No unauthorised reproduction or distribution. 46  
  • 47. 6 RATINGS THE WEB PSYCHOLOGIST @THEWEBPSYCH All material © THE WEB PSYCHOLOGIST LTD. 2013. No unauthorised reproduction or distribution. 47  
  • 48. THE WEB PSYCHOLOGIST @THEWEBPSYCH All material © THE WEB PSYCHOLOGIST LTD. 2013. No unauthorised reproduction or distribution. 48  
  • 49. 7 TESTIMONIALS THE WEB PSYCHOLOGIST @THEWEBPSYCH All material © THE WEB PSYCHOLOGIST LTD. 2013. No unauthorised reproduction or distribution. 49  
  • 50. THE WEB PSYCHOLOGIST @THEWEBPSYCH All material © THE WEB PSYCHOLOGIST LTD. 2013. No unauthorised reproduction or distribution. 50  
  • 51. 8 CREDIBILITY THE WEB PSYCHOLOGIST @THEWEBPSYCH All material © THE WEB PSYCHOLOGIST LTD. 2013. No unauthorised reproduction or distribution. 51  
  • 52. THE WEB PSYCHOLOGIST @THEWEBPSYCH All material © THE WEB PSYCHOLOGIST LTD. 2013. No unauthorised reproduction or distribution. 52  
  • 53. 9 SECURITY THE WEB PSYCHOLOGIST @THEWEBPSYCH All material © THE WEB PSYCHOLOGIST LTD. 2013. No unauthorised reproduction or distribution. 53  
  • 54. THE WEB PSYCHOLOGIST @THEWEBPSYCH All material © THE WEB PSYCHOLOGIST LTD. 2013. No unauthorised reproduction or distribution. 54  
  • 55. 10 RECIPROCITY THE WEB PSYCHOLOGIST @THEWEBPSYCH All material © THE WEB PSYCHOLOGIST LTD. 2013. No unauthorised reproduction or distribution. 55  
  • 56. THE WEB PSYCHOLOGIST @THEWEBPSYCH All material © THE WEB PSYCHOLOGIST LTD. 2013. No unauthorised reproduction or distribution. 56  
  • 57. 11 SOCIAL PROOF THE WEB PSYCHOLOGIST @THEWEBPSYCH All material © THE WEB PSYCHOLOGIST LTD. 2013. No unauthorised reproduction or distribution. 57  
  • 58. THE WEB PSYCHOLOGIST @THEWEBPSYCH All material © THE WEB PSYCHOLOGIST LTD. 2013. No unauthorised reproduction or distribution. 58  
  • 59. 12 CONTRAST & CONCRETE THE WEB PSYCHOLOGIST @THEWEBPSYCH All material © THE WEB PSYCHOLOGIST LTD. 2013. No unauthorised reproduction or distribution. 59  
  • 60. THE WEB PSYCHOLOGIST @THEWEBPSYCH All material © THE WEB PSYCHOLOGIST LTD. 2013. No unauthorised reproduction or distribution. 60  
  • 61. THE WEB PSYCHOLOGIST @THEWEBPSYCH All material © THE WEB PSYCHOLOGIST LTD. 2013. No unauthorised reproduction or distribution. 61  
  • 62. 13 SALES BUTTONS THE WEB PSYCHOLOGIST @THEWEBPSYCH All material © THE WEB PSYCHOLOGIST LTD. 2013. No unauthorised reproduction or distribution. 62  
  • 63. THE WEB PSYCHOLOGIST @THEWEBPSYCH All material © THE WEB PSYCHOLOGIST LTD. 2013. No unauthorised reproduction or distribution. 63  
  • 64. 14 FRAME IN TERMS OF LOSS THE WEB PSYCHOLOGIST @THEWEBPSYCH All material © THE WEB PSYCHOLOGIST LTD. 2013. No unauthorised reproduction or distribution. 64  
  • 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)   THE WEB PSYCHOLOGIST @THEWEBPSYCH All material © THE WEB PSYCHOLOGIST LTD. 2013. No unauthorised reproduction or distribution. 65  
  • 66. 15 TEST, TEST, TEST! THE WEB PSYCHOLOGIST @THEWEBPSYCH All material © THE WEB PSYCHOLOGIST LTD. 2013. No unauthorised reproduction or distribution. 66  
  • 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 THE WEB PSYCHOLOGIST @THEWEBPSYCH All material © THE WEB PSYCHOLOGIST LTD. 2013. No unauthorised reproduction or distribution. 67  
  • 68. 5 EFFECTIVE SALES WEBSITES THE WEB PSYCHOLOGIST @THEWEBPSYCH All material © THE WEB PSYCHOLOGIST LTD. 2013. No unauthorised reproduction or distribution. 68  
  • 69. ATTENTION OPTIMISATION CASE STUDY THE WEB PSYCHOLOGIST @THEWEBPSYCH All material © THE WEB PSYCHOLOGIST LTD. 2013. No unauthorised reproduction or distribution. 69  
  • 70. THE WEB PSYCHOLOGIST @THEWEBPSYCH All material © THE WEB PSYCHOLOGIST LTD. 2013. No unauthorised reproduction or distribution. 70  
  • 71. THE WEB PSYCHOLOGIST @THEWEBPSYCH All material © THE WEB PSYCHOLOGIST LTD. 2013. No unauthorised reproduction or distribution. 71  
  • 72. ATTENTION OPTIMISATION CASE STUDY THE WEB PSYCHOLOGIST @THEWEBPSYCH All material © THE WEB PSYCHOLOGIST LTD. 2013. No unauthorised reproduction or distribution. 72  
  • 73. THE WEB PSYCHOLOGIST @THEWEBPSYCH All material © THE WEB PSYCHOLOGIST LTD. 2013. No unauthorised reproduction or distribution. 73  
  • 74. THE WEB PSYCHOLOGIST @THEWEBPSYCH All material © THE WEB PSYCHOLOGIST LTD. 2013. No unauthorised reproduction or distribution. 74  
  • 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 THE WEB PSYCHOLOGIST @THEWEBPSYCH All material © THE WEB PSYCHOLOGIST LTD. 2013. No unauthorised reproduction or distribution. 75  
  • 76. THANK YOU! INSTITUTE OF WEB PSYCHOLOGY .COM THE WEB PSYCHOLOGIST @THEWEBPSYCH All material © THE WEB PSYCHOLOGIST LTD. 2013. No unauthorised reproduction or distribution. 76