The document discusses how psychology is used in ecommerce to encourage buying. It explains that psychology has long been used in advertising and retail store layouts. Some key triggers for buying behavior include brand recognition, scarcity, and social proof. Online retailers address these triggers through trust signals like security badges, membership badges, testimonials, and guarantees. The document also outlines Robert Cialdini's six principles of influence - reciprocity, commitment, social proof, authority, liking, and scarcity - and how they can be applied in ecommerce.

1. How Do You Use
Psychology with
ECommerce

2. Psychology in
buying isn't a new
concept
used in magazines and print media
noticeable in broadcasting ads
evident in grocery store layouts
Psychology to encourage buying is:

3. How do people
buy?
Brand recognition
Scarcity
Social proof
Triggers & Emotional Behaviors:
Like Pavlov's dog, we're conditioned to respond to
certain stimuli:

4. How do we address
these triggers online?
People bought online before the big
shopping sites were around, but trust
signals were - and still are - huge.
Security badges
TRUSTe, McAfee SECURE, VeriSign
Social proof
Friends, peers, family members, business
associates, testimonials
Guarantee badges
Money back, free shipping, happy customer
https://www.yieldify.com/blog/trust-badges-boost-conversion-rates/
Membership badges
BBB, Google Ads Partner, Google Trusted Store

5. Reciprocity
Commitment/consistency
Social Proofing
Authority
Liking
Scarcity
Using Cialdini's 6
Principles of
Influence
"Influence: The Psychology of Persuasion"

6. Using Cialdini's 6
Principles of Influence
1 Reciprocity
Give a little something to
get a little something

7. Using Cialdini's 6
Principles of Influence
2 Commitment
Being consistent with our self-
image and commitments
we've made

8. Using Cialdini's 6
Principles of Influence
3 Social Proof
Feelings of validation and
belonging based on others'
actions

9. Using Cialdini's 6
Principles of Influence
4 Authority
Titles, special clothing, colors -
all trigger authoritative
responses

10. Using Cialdini's 6
Principles of Influence
5 Liking
The more you like someone,
the more they can persuade
you to act

11. Using Cialdini's 6
Principles of Influence
6 Scarcity
If you think it's in short
supply, you want it more

12. Attract
Convert
Close
Retain