Using psychology principles, marketers can increase online and in-store conversions. The fear of loss and paradox of choice affect buying decisions. Providing too many options makes purchase less likely. Imagery is more memorable than text. Social proof from reviews and urgency also influence purchases. Mapping the customer experience and making shopping fun can engage influencers and convert more browsers into buyers in both digital and physical retail environments.

1. Using Psychology to convert people into buyers

2. Keep in touch
lisa@keepitusable.com
Lisa Duddington
@usabilitygal

3. I’m going to talk about psychology in:
Digital experiences
Retail experiences

4. Omni-Channel Experience

5. Psychology in online
experiences

6. Fear of loss
We’re most afraid of losing
what we already have

8. Subtracting plays on the fear of loss principle

9. “The Jam Effect”

10. What percentage of people stopped to taste the jam?
40% 60%

11. People LOVE choices!
(because people think choice equals control)

12. What percentage of people bought a jar of jam?
30% 3%

13. Paradox of choice
(less is more)
Customers given too many choices are
10x less likely to buy
Iyengar: When choice is demotivating

14. Why? Decision paralysis
1. We end up making poor decisions
2. We’re more dissatisfied with our choices
3. We become paralysed and don’t choose at
all.

15. The power of ‘FREE’

17. Urgency Psychology

18. Urgency psychology

19. Urgency psychology - Travel industry

20. Urgency psychology

21. Urgency psychology

22. Imagery has greater influence and
emotion than text

23. Pictorial Superiority Effect (PSE)
We remember things we have seen
better than anything else
We only remember 10% of what we read

25. But video is even better

27. Persuade more by making the
image reflect your persona(s)

28. Social Proof - Reviews

29. How can we use psychology to
convert in-store?

30. Let’s look at a real world
example

31. “I’m going to try it on”
The words every other half dreads

32. Title

33. Meanwhile….

35. and it’s not just guys…

36. mum
someone
else

37. Know your decision makers and
their influencers

38. disengaged, bored
influencers
lost opportunities to convert

39. What can you do to engage with
and convert the other half?

40. Keep people happy
(mood influences the decision
making process)

41. Make in-store experiences fun

43. Look for opportunities not just
current barriers
(both online and offline)

44. Map their experience(s)

45. One last example

46. Be innovative

47. Keep in touch
lisa@keepitusable.com
Lisa Duddington
@usabilitygal