prwd reveal online 2015: the psychology of shopping online - emma travis

@emma_travo #PRWDReveal

THE PSYCHOLOGY OF SHOPPING ONLINE

BEYOND USABILITY BEST PRACTICE

EMMA TRAVISOptimisation Strategist at PRWD

www.prwd.co.uk

@emma_travo #PRWDReveal

Beyond Usability

ABOUT ME

Over 500 hours of moderated user research

across websites, apps, print & in store

experiences

Facilitated through use of technology;

Eye tracking

EEG headset, GSR wristband

Optimisation Strategist @ PRWD

@emma_travo #PRWDReveal

Just because users can do

something, doesn’t mean that

they will…

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Human beings can'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.”

Seth Godin

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@emma_travo #PRWDReveal

“It is true 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.

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Which centre circle is

biggest?

Actually…

A B

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“The mind is like an iceberg, it floats with one-

seventh of its bulk above water.”

Sigmund Freud

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CONSCIOUS & SUBCONSCIOUS

Conscious;

Slow

Deliberate

Effortful

Logical

Conscious

Subconscious

Subconscious;

Fast

Automatic

Instinctive

Emotional

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CONSCIOUS & SUBCONSCIOUS

Conscious

Subconscious

Actions & behaviour

Emotions Self esteem Past experiencesValuesFears Beliefs

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CONSCIOUS & SUBCONSCIOUS

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SOCIAL PROOF

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“Human beings can'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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@emma_travo #PRWDReveal

ASCH (1951)

Even in situations where the

judgements of others appear to

be wrong, conformity occurs

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TYPES OF SOCIAL PROOF

Expert social proof

Celebrity social proof

User social proof

‘Wisdom of the crowds’ social proof

Peer social proof

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HOW TO USE SOCIAL PROOF

Provide points of identification & increase trust by humanising your reviews and providing information about the reviewer

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@emma_travo #PRWDReveal

HOW TO USE SOCIAL PROOF

Provide points of identification & increase trust by humanising your reviews and providing information about the reviewer

Don’t force conscious decision making by hiding reviews, testimonials and ratings

@emma_travo #PRWDReveal

@emma_travo #PRWDReveal

2.94% increase

in flight bookings

A B

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HOW TO USE SOCIAL PROOF

Provide points of identification & increase trust by humanising your reviews and providing information about the reviewer

Don’t force conscious decision making by hiding reviews, testimonials and ratings

Create and communicate community; make your users feel part of something

@emma_travo #PRWDReveal

A B

46.54% increase

in ride bookings

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@emma_travo #PRWDReveal

@emma_travo #PRWDReveal

HOW TO USE SOCIAL PROOF

Provide points of identification & increase trust by humanising your 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

@emma_travo #PRWDReveal

@emma_travo #PRWDReveal

HOW TO USE SOCIAL PROOF

Provide points of identification & increase trust by humanising your reviews and providing information about the reviewer

Don’t force conscious decision making by hiding reviews, testimonials and ratings

Encourage users to express their advocacy for your brand on social media

Create and communicate community; make your users feel part of something

@emma_travo #PRWDReveal

CHOICE PARALYSIS

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“Some choice is better than none, but more

choice isn’t better than some.”

The Paradox of Choice, Barry Schwartz

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LYENGAR AND LEPPER (2000)

Options can at first seem

highly appealing, but can

reduce subsequent

motivation to purchase.

A

B

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JOHNSON & GOLDSTEIN (2003)

Opt inOpt out

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HOW TO PREVENT CHOICE

PARALYSISChoice is initially attractive to users, so communicate range as a USP

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HOW TO PREVENT CHOICE

PARALYSISChoice is initially attractive to users, so communicate size of product range as a USP

Prevent users being overwhelmed with intuitive categorisation, pagination and filtering options

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@emma_travo #PRWDReveal

HOW TO PREVENT CHOICE

PARALYSIS

Prevent users being overwhelmed with intuitivecategorisation, pagination and filtering options

Allow users to create a personalised and more manageable experience through shortlist functionality

Choice is initially attractive to users, so communicate size of product range as a USP as

@emma_travo #PRWDReveal

@emma_travo #PRWDReveal

HOW TO PREVENT CHOICE

PARALYSIS

Prevent users being overwhelmed with appropriate categorisation, pagination and filtering options

Allow users to create a personalised and more manageable experience through shortlist functionality

Provide information in a way that means it can be easily compared

Choice is initially attractive to users, so communicate size of product range as a USP as

@emma_travo #PRWDReveal

@emma_travo #PRWDReveal

HOW TO PREVENT CHOICE

PARALYSIS

Prevent users being overwhelmed with appropriate categorisation, pagination and filtering options

Allow users to create a personalised and more manageable experience through shortlist functionality

Provide clear points of comparison between products to make decision making easier

Choice is initially attractive to users, so communicate size of product range as a USP as

Reassure users that they are making the right decision through positive reinforcement

@emma_travo #PRWDReveal

10.89% increase

in ride bookings

A B

@emma_travo #PRWDReveal

HOW TO PREVENT CHOICE

PARALYSIS

Prevent users being overwhelmed with appropriate categorisation, pagination and filtering options

Allow users to create a personalised and more manageable experience through shortlist functionality

Provide clear points of comparison between products to make decision making easier

Choice is initially attractive to users, so communicate size of product range as a USP as

Reassure users that they are making the right decision through positive reinforcement

@emma_travo #PRWDReveal

SCARCITY & URGENCY

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Hundreds of thousands 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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@emma_travo #PRWDReveal

Worchel, Lee, and Adewole (1975)

Participants valued the cookies

in the near-empty jar more

highly. Scarcity somehow

affected their perception of

value.

A B

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TYPES OF SCARCITY & URGENCY

Limited-number

Limited-time

One-of-a-kind Specials

Utilising competitions

Limited editions

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HOW TO USE SCARCITY &

URGENCYUse low stock messaging to create the impression of products being scarce

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@emma_travo #PRWDReveal

HOW TO USE SCARCITY &

URGENCYUse 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

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8.6% increase in

conversions

A B

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HOW TO USE SCARCITY &

URGENCYUse 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

@emma_travo #PRWDReveal

@emma_travo #PRWDReveal

HOW TO USE SCARCITY &

URGENCYUse 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

Look for opportunities to utilise limited editions

@emma_travo #PRWDReveal

@emma_travo #PRWDReveal

INCORPORATING

PSYCHOLOGICAL

PRINCIPLES INTO CRO

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TOOLS & TECHNIQUES

Get to know your users by conducting user research

Walk through your site and highlight potential opportunities to incorporate psychological principles

Look for opportunities to introduce psychological principles within planned tests

Encourage incorporation of relevant persuasion techniques into sketching workshops & concept design

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SUMMARY

Consumer decision making is driven by the influence of their subconscious

Draw on multiple research and data sources to get to know your users, their triggers and

motivations

We can influence decision making by understanding psychological principles and triggers

Usability is still fundamental in website optimisation and UX

Subconscious triggers affect everyone differently so introduce psychological techniques

through testing to really understand the impact on your users.

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WANT TO LEARN MORE?

EMMA TRAVIS

Optimisation Strategist

@emma_travo

THANK YOU FOR LISTENING

ANY QUESTIONS?