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The best performing e-commerce websites are designed with an understanding of human psychology. By understanding potential buyers and how emotions influence their actions you can craft product pages that make them feel safe, comfortable and ready to purchase. This happens on a conscious, semi-conscious and subconscious level.
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E-CommerceSuccess & Conversions
By Ross Johnson @3PointRoss
Designing For
Thursday, July 26, 12
E-Commerce Design for Success & Conversions
Design for E-Commerce is All About Psychology
Thursday, July 26, 12
E-Commerce Design for Success & Conversions
How does a user think? How can you persuade them to buy your product?
Thursday, July 26, 12
E-Commerce Design for Success & Conversions
Focusing on:
Product Pages
Thursday, July 26, 12
E-Commerce Design for Success & Conversions
Buyer psychology can be broken down into three major emotional categories.
VisceralBehavioralReflective
Thursday, July 26, 12
E-Commerce Design for Success & Conversions
It’s important to preface this with an understanding that...
All of our behavior is ultimately driven by emotion, not logic.
Thursday, July 26, 12
E-Commerce Design for Success & Conversions
Visceral Emotions
Thursday, July 26, 12
E-Commerce Design for Success & Conversions
Subconscious
The first reaction you have
Survival Seeking and Threat Avoidance
Thursday, July 26, 12
E-Commerce Design for Success & Conversions
In Design, This Means•Maximize Trust•Reduce Visual
Clutter•Minimal > Fancy•Cost Benefit
Principle•Hicks Law
Thursday, July 26, 12
E-Commerce Design for Success & Conversions
Cluttered design produces physical, measurable anxiety.
Thursday, July 26, 12
E-Commerce Design for Success & Conversions
Abercrombie & Fitch is clean but dark.
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E-Commerce Design for Success & Conversions
Clean, open & bright design mimics “safe” environment.
Thursday, July 26, 12
E-Commerce Design for Success & Conversions
Hicks Law:Too many options makes it more difficult to decide.http://3.7designs.co/blog/2010/07/ten-laws-to-design-by/
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E-Commerce Design for Success & Conversions
Extremely cluttered design builds distrust as it mimics an “unsafe” environment.
Thursday, July 26, 12
E-Commerce Design for Success & Conversions
We are a visual species. Realistic imagery that tie to survival (shelter, food, reproduction) create positive visceral reactions.
Thursday, July 26, 12
E-Commerce Design for Success & Conversions
BehavioralEmotions
Thursday, July 26, 12
E-Commerce Design for Success & Conversions
Semi-conscious
What it feels like to “use” something or perform an action.
Closely tied to usability.
Thursday, July 26, 12
E-Commerce Design for Success & Conversions
Make all actions obvious and visible.
“Recall vs Recognition”
Give necessary affordances
Include calls to action.
Thursday, July 26, 12
E-Commerce Design for Success & Conversions
Call to action
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E-Commerce Design for Success & Conversions
Actions visible and obvious
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E-Commerce Design for Success & Conversions
Cart withorder visible.
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E-Commerce Design for Success & Conversions
Buttons look like buttons (affordance.)
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E-Commerce Design for Success & Conversions
ReflectiveEmotions
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E-Commerce Design for Success & Conversions
Conscious
Slowest emotion
Tied to memories, experiences, self image, etc...
Thursday, July 26, 12
E-Commerce Design for Success & Conversions
Trust Indicators
Social Validation
Authority
Imagery
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E-Commerce Design for Success & Conversions
Simple privacy policy presented the user at the time of submitting a form.
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E-Commerce Design for Success & Conversions
Reassurance that transactions are secure.
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E-Commerce Design for Success & Conversions
Social Validation
People are instinctively influenced by social pressures. Testimonials reassure users that other people like a product, therefor it must be good.
Thursday, July 26, 12
E-Commerce Design for Success & Conversions
Social Validation
Amazon uses reviews rather than testimonials. Interestingly enough, all positive reviews are often seen as questionable. People expect a few average / bad reviews.
Thursday, July 26, 12
E-Commerce Design for Success & Conversions
Questions?Follow me on the Twitters @3PointRoss
Thursday, July 26, 12