The psychology of shopping is an interesting discipline practiced today, even by marketing amateurs, while global companies invest significant funds in their customers’ psychology.
Understanding how consumers search, browse, and choose the articles they intend to acquire, can assist e-commerce businesses in increasing sales and growing business. To do this, the company must recognize the fundamentals of the psychology of online buying and exactly how this varies from physical shop buyer choice making.
This article will explain the fundamentals of the psychology behind online shopping. The basic principles of applied consumer psychology are very adaptable and can help every e-commerce organization increase its income, no matter the size.
The origins of consumer psychology #
Customer psychology and behavior is entrusted with determining:
- what people want to purchase
- why do people wish to buy it
- what makes the distinction between an abandoned cart and an effective purchase
- how to incentivize the customer journey to raise sales
The core principle of customer psychology has its origins in the research study of behaviorism, or how outside aspects can influence and drive a person’s buying decisions. American John B. Watson first originated the study of customer practices in the first half of the 20th century. Also, as the real-world results of Watson’s study began to substantiate his theories, the research of customer psychology has grown.
Today, customer psychology is used to great impact by widely known brands across all types of particular niches and sectors. Netflix is among the most important and best-known businesses that incorporate consumer psychology right into their platform to keep visitors engaged and return for even more.
The application of customer psychology is responsible for auto-play countdowns, following episodes of the show, and even the detailed thumbnails made use of for every show. These features are personalized to interest various types of visitors and might differ from person to person depending on their passions.
The similarities and differences between online and offline sales psychology #
Integrating consumer behaviorism and psychology into online marketing and sales is vastly different from managing a consumer’s journey through a real-world store and all that this entails, but the core principles remain the same.
The key to effective manipulation of shopper behavior with consumer psychology has its roots in finding out what shoppers want or can be made to want and creating a message, tone, and impression that reinforces the perception that this can be provided by the particular online store.
While the company can’t physically channel online shoppers on a set route around a website or pump enticing aromas out of their browsing devices, there are correlations between online and offline retail psychology that apply equally well to either enterprise.
For instance, if a retail store sets its routes within the store to maximize the amount of distance a shopper walks and the number of products and incentives that they are exposed to along the way, emulating this effect online can be tackled in many different ways.
Integrated suggestions of alternative or complementary products within item pages, suggestions on what other people have viewed or bought, and navigation options that take the consumer on a journey through the different facets of a website and product range all work well.
However, making the website hard to navigate or forcing the visitors to follow a set route isn’t achievable successfully online. It will lead to checkout abandonment and frustrated buyers. It is because they can click away to a competitor rather than trying to figure out how to finish the purchase.
Utilizing consumer behavior tactics into a company approach should be integrated into a website at every stage of the process; from the design choice, color scheme, and navigation right through to each product description itself.
Knowing the audience demographics is just the beginning and provides foundation building blocks for increasing sales. This principle is shared between both real-world and virtual stores, but how this information is applied in practice is very different when targeting online audiences.
Getting store’s theme and color scheme right #
The appearance and impression given by an online store have just as much impact on online consumer behavior as it does for offline businesses. This means that the website’s theme and color scheme should be planned to appeal to the target demographics and support sales. 93% of buyers focus on the visual appearance of the products they are considering and the store they are browsing for them in.
Bright, bold colors generate a sense of energy and momentum. In contrast, pastel or muted tones generate a relaxed or calming impression.
If the company is trying to market to impulse buyers and shoppers ready to make a purchase now, generating a sense of urgency with bright, bold shades and incentives will work best. In addition, if the business is looking to engage shoppers who will potentially purchasing multiple goods or high-value items, something calmer and more relaxing as blue shades would probably be a better fit.
Taking the customer perception #
Viewing the individual webshop experience with the eyes of the consumers can assist the company in recognizing potential troubles or losses throughout the sales funnel, thus allowing it to determine and mitigate imperfections and issues.
Normally, many entrepreneurs will have a fairly biased view of their own website’s allure and functionality. This can introduce implicit predisposition and make it more challenging to see issues preventing buyers from completing an acquisition. It is important to take this impact into account.
An e-commerce business should look at its competitors and see if it can determine things they do well or poorly. Furthermore, using the website’s analytics and information records can help to determine how buyers browse the website and where they leave it. Pinpointing where visitors lose their emotional commitment to purchasing is crucial for increasing e-commerce sales.
Do you want to learn more about e-commerce? Continue reading about → Gamification.