Presented at MagentoLive Germany event, this session illustrates how understanding basic aspects of consumer behavior and human psychology can influence the bottom line. The presentation zooms in on five different themes based on Maslow's Hierarchy of Needs, demonstrating practical steps that can be implemented within the checkout process.

1. People-Focused Checkout
for Higher Sales
Noam Inbar,
VP Business Development

2. Your Users
are more than numbers on your Excel chart…
Source: Getty images

3. Why Do
PEOPLE
Shop Online?

4. Some things are
getting between
your user and your product
Time
Pre- Buyer’s
Remorse
Trust
issues

5. Abraham Maslow (1908-1970)
Created Maslow's Hierarchy of Needs,
a psychological theory based on fulfilling innate human
needs in priority, culminating in self-actualization.
SelfActualization
Esteem
Belonging
Safety
Basic needs

6. Basic needs: keep it
Simple
24% of the top 100 grossing websites don’t
offer their customers a Guest Checkout
option, but force them to create accounts
Source: Smashingmagazine 2012

7. Basic needs: keep it
Simple
“creating an account”
turns a fun shopping experience
to something complicated…
****
Takes longer
Consumers hate
passwords!
Perception
of privacy
Offline stores don’t
request registration

8. Safety: Give Your Users Peace of Mind
42%
of consumers have stopped or
abandoned a purchase on a website because
of a safety or security concern.
Source: Marketing Charts

9. Safety: Give Your Users Peace of Mind
Its all about Perception
Blue
creates a sense of trust
and safety, and is often used for branding banks
and businesses.
Source: Kissmetrics
Source: Marketing Charts

10. Belonging: Create a Familiar Environment
Repeat online purchasers spend
23%
more money over time!
 iTunes purchase creates an experience similar to the one returning
customers get, even when its their first time purchasing from a specific app
 Creating a standard experience without getting creative will give the user a
sense of familiarity almost like he’s a returning user
Source: Clickz

11. Belonging: Create a Familiar Environment
40%
of consumers would shop with a retailer
which enables The option to conduct
one-click checkout online
 Leverage the advantages of being a returning
customer
If your users took the time to create an account,
reward them with a better experience
Source: Comscore – the multi screen path to purchasing October 2013

12. Esteem: Let them run the show
49%
of consumers consider having a variety
of payment options important.
 Shift control to the user – letting the consumer choose between options turns him from
PASSIVE to ACTIVE
 Reach global users – different forms of payment enable commerce in different geographies
Source: Comscore: Choices, Channels and Convenience, Sep 2013

13. Esteem: Let them run the show
30% purchased
30% purchased
3% purchased
3% purchased
A Columbia study showed that giving consumers too many options can be confusing and lead to less purchases
Offer only those methods that your users would look for a and would perceive as valuable
Source: Columbia study

14. Self-Actualization: Respect Your
Users
32% of websites automatically sign up their
users for their newsletter during the checkout
process with no way of opting out
Your users are shopping online for a reason, make a
minimal effort to give them what they came for….
Source: Smashingmagazine 2012
“ It’s less stressful
(no sales people
hunting you down) ”

15. Self-Actualization: Respect Your
Users
50% of websites ask for the same information
twice instead of pre-filling
it from previous steps
Source: Smashingmagazine 2012
“To save time”

16. Our Interpretation of a People-Focused Checkout
One Click Guest Checkout across two different Magento websites
1st time payment
2nd time payment

17. Some Takeaways:
Give your users credit and treat them with respect
Offer multiple payment methods according to your region
Create a familiar environment, don’t get too creative
Create a secure look and feel to provide a sense of trust
Facilitate a simple checkout, avoid forcing the user to create an account

18. Thank You
noam@zooz.com
www.zooz.com
@InbarNoam
linkedin.com/in/noaminbar