Framing Finally, the pricing framework is another useful tool for those of us who run eCommerce sites. This is the idea that the only way we can establish the value of something is by comparing it to something else. This means that we are often reluctant to buy until we can compare our products with others. This in turn leads us to look at the competition before buying. This is not something we want to encourage. The way we can reduce this problem is to frame the value of a product on your client’s website. For example, let’s say your client sold project management software. Visitors will want to compare that software to something else, to judge if it’s worth the money. Don’t force them to look at the competition.
Instead, frame the value of your client’s software by offering three versions. Psychology for Shaping Ecommerce Success: Member Plans Offering multiple versions of a product is a good way to frame users’ perception of value. In addition to a standard version, we offer a basic Palestine Email List version and an enterprise level. The basic version will be cheaper but will have fewer features. The enterprise level version will be more expensive but packed with many features. The idea is not to sell the basic or enterprise versions. But rather use them to show that the standard version is of good value. The basic version will be so underpowered that it won’t be able to meet the needs of most people.
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Meanwhile, the enterprise level will be out of reach of most people’s budget. This will make the standard version look like a great option. The dangers of going too far You may feel that this is all manipulative. And you would have a point. In fact, psychological traits are so powerful that you can manipulate people into doing a lot of things. This has led to what many call dark patterns; unethical design approaches that exist only to trick people into behaving in a certain way. Psychology to shape e-commerce success: Sport direct Automatically adding items to a user’s basket is just one example of an obscure pattern. But if you manipulate people into buying, they will suffer from buyer’s remorse. This will increase the number of returns you receive and the number of support inquiries.
This, in turn, will eat into your profit margin. But worst of all, it will leave your customer with a lot of unhappy customers. Customers with a meaningful voice to complain through social media and the web. In the long run, this will damage your customer’s reputation and make it harder to acquire customers. You can avoid these problems by following a simple rule. Just use psychology to encourage users to do what they’ve already decided they want to do. The two biggest challenges we face have nothing to do with convincing people to buy. The fact that they are visiting our website shows that they are already interested. Our challenge is to convince them to buy from us and not put off the decision for later. Because if they wait, they could buy from a competitor.
If we focus on this task, we are less likely to drift into the world of dark patterns. Above all, we are less likely to end up with unhappy customers. This is because once they buy, they will be happy with what they bought. Psychology is powerful. Without a doubt, psychology is a powerful factor in running a successful eCommerce site. But like I said before, this is just the tip of the iceberg. There is much more to learn and I encourage you to delve into this fascinating area. If you do, I can guarantee that it will improve conversion and create a better customer experience. Do you take buyer psychology into account when working on client projects? Tell us about it in the comments section below!