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Emma Travis - Camp Digital 2016
This document discusses how optimizing websites goes beyond usability to incorporate an understanding of psychology and decision making. While usability is still important, decision making is influenced more by subconscious feelings and emotions, resulting in sometimes irrational behaviors. To optimize websites, quantitative and qualitative research methods should be used to understand what influences a target audience. Principles of decision making psychology, like social proof, scarcity, and urgency, can then be incorporated into the design to positively influence decisions when implemented and tested appropriately.
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Similar to Emma Travis - Camp Digital 2016
Emma Travis - Camp Digital 2016
- 1. 1 @emma_travo #CampDigital BEYOND USABILITY‘BEST PRACTICE’ THE PSYCHOLOGY OF SHOPPING ONLINE EMMA TRAVIS Optimisation Strategist @ PRWD
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- 4. 4 @emma_travo #CampDigital Optimising for‘usability’ is nothing new
- 5. 5 @emma_travo #CampDigital It’s integralto get the fundamentals right…
- 6. 6 @emma_travo #CampDigital ** ** But optimisingfor usability is only the beginning…
- 7. 7 @emma_travo #CampDigital “UX doesn’thappen on the screen, it happens in the mind.” John Whalen, Brilliantexperience.
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- 11. 11 @emma_travo #CampDigital IT’S ALLABOUT DECISION MAKING
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- 14. 14 @emma_travo #CampDigital “It istrue 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.
- 15. 15 @emma_travo #CampDigital Read thecolour, not the word…
- 16. 16 @emma_travo #CampDigital CONSCIOUS &SUBCONSCIOUS
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- 18. 18 @emma_travo #CampDigital “The subconsciousmind is more susceptible to influence by impulses of thought mixed with ‘feeling’ or emotion, than by those originating solely in the reasoning portion of the mind.” Think and Grow Rich, Napoleon Hill.
- 19. 19 @emma_travo #CampDigital DELVING INTOTHE SUBCONSCIOUS
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- 22. 22 @emma_travo #CampDigital Quantitative dataprovides insight into subconscious decision making
- 23. 23 @emma_travo #CampDigital We canonly articulate actions & behaviours which we are consciously aware of
- 24. 24 @emma_travo #CampDigital To reallyunderstand what’s going on in there, we need to be more inventive...
- 25. 25 @emma_travo #CampDigital + 19% A B Framedprints added to cart
- 26. 26 @emma_travo #CampDigital “The informationwas displayed more clearly and was all present on the page as opposed to having to be directed onto other pages. ” “I found it much easier to choose the frame type on this site.” A B
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- 28. 28 @emma_travo #CampDigital “It’s nota hard sell… it feels approachable.” “Looks more upmarket than I thought.” A B
- 29. 29 @emma_travo #CampDigital UTILISING THESUBCONSCIOUS
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- 31. 31 @emma_travo #CampDigital “Human beingscan'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
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- 33. 33 @emma_travo #CampDigital ASCH (1951) Evenin situations where the judgements of others appear to be wrong, conformity occurs
- 34. 34 @emma_travo #CampDigital HOW TOUSE SOCIAL PROOF Provide points of identification & increase trust by humanising 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
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- 41. 41 @emma_travo #CampDigital “Hundreds ofthousands 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.
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- 43. 43 @emma_travo #CampDigital Worchel, Lee,and Adewole (1975) Participants valued the cookies in the near-empty jar more highly. Scarcity had somehow affected their perception of value. A B
- 44. 44 @emma_travo #CampDigital HOW TOUSE 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
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- 48. 48 @emma_travo #CampDigital 1 4 2 3 Summary Optimising forusability is still integral in website optimisation, but there’s a lot more than just usability influencing website visitors actions Decision making is driven by the influence of the subconscious, which is influenced by ‘feelings’, causing irrational & unpredictable behaviour To gather an understanding about what influencers are at play for any given target audience, quantitative and qualitative methods need to be used in conjunction We can positively influence decision making by incorporating decision making psychology into website optimisation efforts 5 Test, test, test!
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- 50. 50 @emma_travo #CampDigital Thank youfor your time. EMMA TRAVIS Optimisation Strategist @ PRWD