5 purely psychological tips that help you sell online
What exactly makes people decide whether to buy an item or not? Is it the need for the particular product or some kind of mental affinity towards it? There are a lot of questions for human behavioral patterns when it comes to making either positive or negative decisions. These decisions are also reflected in online shopping process.
So, we made a list of 5 common psychological tips that bring you more sales based on customers’ psychological reactions.
1. Turn it to emotions
In the previous text, we explained the emotional condition while shopping online. For sure, people show emotions while their buy – the feelings they experience belong to their emotional valence (pleasure or displeasure). Pleasure is connected with the level of happiness, while displeasure is connected with pain. This pain is also part of the decision process. Despite the fact that people feel the pain, they decide to buy.
Findings in neuroscience have shown that peoples’ decision-making process is not logical, but emotional. Even if we think that we’ve made a logical decision, it turns out that our decision was primarily guided by our emotions. It’s simple. Let’s say that each decision is a product of fulfilling self-interest (example: “Making this decision will do/serve me good”). Looking it this way, decisions do belong to emotions.
We apply the same principle while shopping online. Choosing the item to shop is a matter of decision (finding a store, comparing products and, of course, decide to buy) and it, of course, pulls some emotions. Fear – I’m not finding what I’m looking for; Expectation – I will find the best offer; Happiness – I found exactly what I was looking for; Pain – it is so expensive, but I really need to buy it. Et cetera.
2. Take advantage of anchoring (focalism)
Anchoring (or focalism) is often described as a cognitive process that determines human tendency to rely on the first piece of information offered. This first information is often crucial for making decisions. Again, it’s all about decision-making process.
In ecommerce world, anchoring is often related to a price offered to customers. Site visitors will usually remember a first price they see. So, if you decide to drop off the price and offer the item on sale, it will be good that the first price and the one on sale are similar. In this way, customers will have a realistic price overview, by connecting current price with the first offer. This is how you cleverly relate anchoring with online shopping decisions based on prices.
3. Apply motivating factors
In psychology, motivation is defined as the process that initiates, guides, and maintains goal-oriented behaviors. This term is usually used to describe why a person does something. There are many factors for motivation. Most of them are connected to the type of arousal (level of stimuli) we achieve by completing a specific goal. In online world, motivation is really easy to gain by displaying content that will initiate a specific action.
A good example is online sales season for Mother’s Day. Each online store should have “unique offers for your best mom”. Customers will feel motivated to surprise their mothers only by seeing and reading about the ways they can do it. And all these ways are connected to a product they will buy afterwards. So, customers feel motivated to do a nice gesture, their level of arousal is highly positive and they do online shopping to fulfill the goal. In this way, you improve your marketing, secure your revenue and offer a motivating content to your customers.
4. Stick to recency effect
Studies have shown that recently studied items have advantages over those that were studied earlier. In psychology, this behavior is known as “recency effect”, meaning that we remember items that we see either first or last in a line (the most recent ones).
Great example for first seen items: customers are about to enter a store. Merchants usually put attractive things at the entrance or even in front of the shop (e.g. colourful fruits, fancy accessories), which make people buy them. On the other hand, we are more likely to remember things offered at the end, especially if we need to remember a longer list. The same principle can be applied to ecommerce business – you offer great things on your webshop’s homepage, but also relate a product customer selected to the “recently visited” item. In this way, you will sell two products instead of one.
5. Rely on impulse buying
An impulse purchase is anything you didn’t have the intention to buying when you first entered the store, but bought anyway. There are many reasons why people buy impulsively. One of them is the emotion related to shopping – we just love it and feel enormously happy while shopping. The other is loss aversion, an intention to buy in order to avoid losses that happen afterwards. All in all, like we explained in the first point, people buy in order to call or avoid specific emotions.
While shopping online, we are usually attracted by bundle of products instead of only one. In fact, we need one, but we will buy 2 more because they either perfectly fit together, or we pay less for the entire package. So, when people buy online, they usually choose more than 1 product because: they get a better shipping fee, or they don’t experience shipping costs. On the other hand, impulse buying, combined with good products’ presentation, will result in more revenue for the shop. Since shoppers like to buy impulsively or buy a bundle of similar items, we recommend Younify’s extension for providing additional sales based on this type of purchase psychology.
Since this is the era of the customer and customers (we) can be very demanding, it is logical to apply at least some of these psychological methods in order to increase sales. Sharing joy and happiness doesn’t cost a lot, but the value is much bigger and it counts in online shop sales’ boost.
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