@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…
@emma_travo #PRWDReveal
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
@emma_travo #PRWDReveal
@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.
@emma_travo #PRWDReveal
Which centre circle is
biggest?
Actually…
A B
@emma_travo #PRWDReveal
“The mind is like an iceberg, it floats with one-
seventh of its bulk above water.”
Sigmund Freud
@emma_travo #PRWDReveal
CONSCIOUS & SUBCONSCIOUS
Conscious;
Slow
Deliberate
Effortful
Logical
Conscious
Subconscious
Subconscious;
Fast
Automatic
Instinctive
Emotional
@emma_travo #PRWDReveal
CONSCIOUS & SUBCONSCIOUS
Conscious
Subconscious
Actions & behaviour
Emotions Self esteem Past experiencesValuesFears Beliefs
@emma_travo #PRWDReveal
CONSCIOUS & SUBCONSCIOUS
@emma_travo #PRWDReveal
@emma_travo #PRWDReveal
SOCIAL PROOF
@emma_travo #PRWDReveal
“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
@emma_travo #PRWDReveal
@emma_travo #PRWDReveal
ASCH (1951)
Even in situations where the
judgements of others appear to
be wrong, conformity occurs
@emma_travo #PRWDReveal
TYPES OF SOCIAL PROOF
Expert social proof
Celebrity social proof
User social proof
‘Wisdom of the crowds’ social proof
Peer social proof
@emma_travo #PRWDReveal
HOW TO USE SOCIAL PROOF
Provide points of identification & increase trust by humanising your reviews and providing information about the reviewer
@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
@emma_travo #PRWDReveal
@emma_travo #PRWDReveal
2.94% increase
in flight bookings
A B
@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
Create and communicate community; make your users feel part of something
@emma_travo #PRWDReveal
A B
46.54% increase
in ride bookings
@emma_travo #PRWDReveal
@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
@emma_travo #PRWDReveal
“Some choice is better than none, but more
choice isn’t better than some.”
The Paradox of Choice, Barry Schwartz
@emma_travo #PRWDReveal
LYENGAR AND LEPPER (2000)
Options can at first seem
highly appealing, but can
reduce subsequent
motivation to purchase.
A
B
@emma_travo #PRWDReveal
JOHNSON & GOLDSTEIN (2003)
Opt inOpt out
@emma_travo #PRWDReveal
HOW TO PREVENT CHOICE
PARALYSISChoice is initially attractive to users, so communicate range as a USP
@emma_travo #PRWDReveal
@emma_travo #PRWDReveal
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
@emma_travo #PRWDReveal
@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
@emma_travo #PRWDReveal
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.
@emma_travo #PRWDReveal
@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
@emma_travo #PRWDReveal
TYPES OF SCARCITY & URGENCY
Limited-number
Limited-time
One-of-a-kind Specials
Utilising competitions
Limited editions
@emma_travo #PRWDReveal
HOW TO USE SCARCITY &
URGENCYUse low stock messaging to create the impression of products being scarce
@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
@emma_travo #PRWDReveal
8.6% increase in
conversions
A B
@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
@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
@emma_travo #PRWDReveal
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
@emma_travo #PRWDReveal
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.
@emma_travo #PRWDReveal
WANT TO LEARN MORE?
EMMA TRAVIS
Optimisation Strategist
@emma_travo
THANK YOU FOR LISTENING
ANY QUESTIONS?