7 Ways to Hack the Mind of the Online Shopper: A Visual Guide for Retailers and Ecommerce Companies

Use the caveman brain to boost sales, with screenshots

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Use the caveman brain to boost sales, with screenshots

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Looks very handy. Just curious-- what's the most common mistake you see online retailers or ecommerce companies make?

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9yr ago

Maker

@fishstix312 There are 2 that come to mind as being super common. One is offering too many options, where retailers don't realize they are exhausting the "cognitive budget" of the shopper, not leaving them enough mental energy to complete their purchase. Another is trying to close a big sale without building in a Micro-Commitment to smooth the way. Getting a small "yes" first is way easier than trying to bridge to a big "yes" in the someone's first/only visit.

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9yr ago

@drjenniewong @fishstix312 Are you able to give a real world example of a "mirco-commitments?"

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9yr ago

Maker

@sharonvagley @fishstix312 For sure - the classic micro-commitment is subscribing to your email list prior to making a purchase. But a micro-commitment could also be watching a video before downloading an app. It's any action that is significantly less of a commitment than the ultimate conversion goal.

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9yr ago

@drjenniewong @fishstix312 Thank you!

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9yr ago

ShadowBid

Jennie, does this work for any type of online purchase (tickets, hotels, cars, etc), or is it retail focused?

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9yr ago

Maker

@goforwes Yes, this book is really about the psychology of conversion. Any time you are optimizing for a user decision, these principles will be relevant, even vital! #CRO

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9yr ago

This was very helpful! Are the results different when applying these principles to products vs services?

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9yr ago

Maker

@simon_yu I think some of these principles are even more important when it comes to services because services can be more complex to understand and the variations between service provides more opaque. As a service provider, I would think about how to position myself as a "happy medium" (Chapter 6) between 2 competitors where one is much higher cost and the other is much lower service/quality. Presenting this in a visual, at-a-glance way also leverages Simultaneous Choice Presentation (Chapter 5).

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9yr ago

Maker

I wrote this book to bring actionable behavioral science to CRO. The 7 principles I cover include the Paradox of Choice, Micro-Commitments, and Reactance Theory, and include screenshots from real ecommerce sites to illustrate the application.

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9yr ago

Maker

There are other books out there on increasing online sales, but I think our screenshot examples add a lot of value. Those graphics, and all the visual elements of this book, are thanks to @mariawrighter.

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9yr ago

Any counter intuitive things you've learned in your research?

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9yr ago

Maker

@adamvagley When you combine the concepts of Paradox of Choice AND Reactance Theory, you get an insight that is counter-intuitive in 2 ways. One the one hand, people often think choice is an unmitigated good, not realizing that even just 5 choices can overwhelm their shoppers. And on the other hand, people think shoppers want authoritative recommendations, not realizing that our brains can rebel when told what to do. So the best option is to help your customers quickly get down to 3 options, and then letting them exercise their own free will and judgement. This is typically NOT intuitive!

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9yr ago

Spend $10K a Day - Facebook Ad Split Testing

So happy to see this book on Product Hunt. @drjenniewong is an absolute expert on this stuff!

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9yr ago

Maker

@stewmarketing Thanks! High praise coming from a growth hacker like you.

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9yr ago

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