Shopping according to your gut feeling; our subconscious plays a decisive role in purchasing decisions. In the first part of our series on behaviour patterns in e-commerce, you will learn how to support your customers in their product selection.
Generations of philosophers have racked their brains about it, but at least from a psychological point of view it seems clear — humans are not rational beings. At least not usually; human decisions are strongly emotionally conditioned. Imagine, for example, an experiment in which another person receives 100 Euros and has to share it with you. Would you accept less than half the amount as a fair share? From a purely economic point of view, an amount of just one euro would be a gain for you, but it would probably not correspond to your understanding of fairness.
Experts assume that 95 percent of our decisions are made on an intuitive basis — even in e-commerce!
In contrast to shopping in a shop, you have only a few seconds on average to convince customers to buy something in your web shop. We can show you how to profitably use the intuitive behaviour patterns of your customers in your online shop.
Simplify product selection with behaviour patterns
According to a study by e-commerce consulting elaboratum, online stores have so far hardly optimized their websites to the intuitive decision-making processes of the brain. The study shows that using behaviour patterns can help you to considerably improve the user experience in your web shop. The following three behaviour patterns make it easier for your customers to select products.
#1: Cast some bait — the decoy effect
When customers have a choice between a cheaper option A and a more expensive option B, they will usually choose the cheaper option A. With this reference price logic, the decoy comes into play.
Either you offer a third, significantly more expensive alternative option C, which makes option B in the middle more attractive. Or you can offer all three options at the same entry price, which greatly enhances the higher-quality alternative. Use insights from price psychology for the human perception of prices. An example of the second variant is provided by the US weekly New Yorker Magazine. The entry price for the options of print edition, digital edition or print + digital edition is the same; the overall package appears most attractive. Once the favourable entry phase is over, however, the print + digital version is by far the most expensive.
#2: A choice with only one real option — Hobson’s+1 choice
With Hobson’s choice, you give your customer an option that he either chooses or does not choose. The Hobson’s+1 choice, on the other hand, offers your customer a second choice, but with the same objective — to encourage your customers to shop. An example from the fashion industry: if you have found an item of clothing that you like, you will find the options “shopping basket” or “wish list” in most online fashion shops. Even if you don’t buy a product on your wish list immediately, this option allows you to make the purchase later. The dimension “do not buy” is not prominently represented in any step of the buying process and therefore receives less attention.
Combine behaviour patterns with intelligent market observation
You can be sure that your customers will compare prices — whether on comparison portals or between different web shops. The effects of behaviour patterns are thereby strongly limited. As soon as your customer finds more attractive offers from your competitors, simply optimizing your own web shop will no longer help. In order to keep up with these price comparisons, it makes sense for you to also develop a dynamic price management system. To do this, you need reliable and in-depth information about the prices set by your competitors.
Our innovative solution blackbee helps you to collect this market data. blackbee searches worldwide for data on prices, products and suppliers and prepares the information for you. Secure a test account now.