This slide deck is for my WordCamp Sacramento Presentation. It's focus is on #eCommerce and #decisionmaking.
How Customers Decide What To Buy
Ever seen one of these?
From seeing the snake, to
recognizing it’s a snake, to
realizing that snakes are
dangerous, to sending your
muscles an alarm takes
So why do we jump in
less than 5% of that time?
In that case, it’s our
Amygdala that protects us
by spending less time on
perfect detection and
more time on your safety
OUR BRAIN IS INCREDIBLE!
Sometimes it helps
us and sometimes it
can do things that
don’t totally make
We used to think dopamine was
the neurotransmitter for
pleasure. But it’s more than
that. It’s all about anticipation
and eagerness for pleasure.
Let’s talk about RATs.
Robert Sapolsky & Rats
SIGNAL WORK REWARD
25 or 75%
It’s all about
anticipation! Are you
leveraging this between
purchase and product
So why are we talking
about the brain? Because
you can’t talk about
of the brain.
You’ve probably said something
like, “People buy products after
evaluating the options and the
value that each delivers.”
That’s not exactly how it works. Our
brains are not computers. Our selection
process isn’t managed by spreadsheet.
Great resources on Decisions
A practical way of thinking
about ecommerce decision
Think about your own experience
Feel Need – You see something on Facebook or Instagram and
suddenly decide you need that.
Feel Trust – You land on a site (or two) and decide if the site is
trustworthy. You don’t know why you feel what you feel.
Make a Decision – The photos, the testimonials, the design – all
helps you feel that it’s worth buying or not. You click and pay. Or
don’t if you don’t like the checkout.
Justify Decision – You now spend time reading other reviews to
make sure you have good reasons for the decision you already
Share – You post pictures of your new purchase – which creates
need in someone else. While you’re there, you see something that
you know you need!
Need is a strong word. Our feelings of
need are driven by the stories we hear
and the images we see.
USE PHOTOS. LOTS. LARGE ONES.
AND CLOSE UPS. sHOW DETAILS.
People make snap judgements and either
trust or don’t trust websites without
spending almost any time reading.
Keep Your Design Current.
Aesthetics & Professionalism
matter. A Lot.
Make a decision
half of your visitors don’t check
payment options until checkout. They
do use reviews & product filters!
Make reviews & comparisons
easy and useful. Create
multiple ways to pay.
Justify a Decision
People want to know that they made the
right call. Imagine they had to explain
their decision to their spouse or boss.
Your onboarding emails are
critical. Don’t just sent
receipts. Send case studies.
70% of millennial consumers are influenced by the
recommendations of their peers in buying decisions.
30% consumers are more likely to buy a product
recommended by a non-celebrity blogger.
Make it easy to share purchases on
social, like facebook. Give them
coupons to share with friends.
Motivate People’s Brains!
Stories with Emotion
Contrast - Before/After