eCommerce Decision Making - How Customers Decide What To Buy

Transcript

1. eCommerce
   Decision Making
   How Customers Decide What To Buy
   

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2. Ever seen one of these?
   

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3. From seeing the snake, to
   recognizing it’s a snake, to
   realizing that snakes are
   dangerous, to sending your
   muscles an alarm takes
   100-500 milliseconds…
   

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4. So why do we jump in
   less than 5% of that time?
   

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5. In that case, it’s our
   Amygdala that protects us
   by spending less time on
   perfect detection and
   more time on your safety
   

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6. OUR BRAIN IS INCREDIBLE!
   Sometimes it helps
   us and sometimes it
   can do things that
   don’t totally make
   sense.
   

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7. 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.
   

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8. Robert Sapolsky & Rats
   SIGNAL WORK REWARD
   100%
   25 or 75%
   50%
   It’s all about
   anticipation! Are you
   leveraging this between
   purchase and product
   delivery?
   

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9. So why are we talking
   about the brain? Because
   you can’t talk about
   decisions
   without an
   understanding
   of the brain.
   

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10. 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.
    

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11. Great resources on Decisions
    

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12. A practical way of thinking
    about ecommerce decision
    making
    Feel
    Need
    Feel
    Trust
    Make
    Decision
    Justify
    Decision
    Share
    

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13. 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
    made.
    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!
    

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14. Feel 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.
    Leverage testimonials.
    

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15. Feel TRUST
    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.
    https://www.sciencedirect.com/science/article/pii/S074756321500312X
    

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16. 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.
    https://barn2.co.uk/wordpress-plugins/woocommerce-product-table/
    

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17. https://liquidweb.com/products/managed-woocommerce-hosting/
    

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18. 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.
    

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19. Share
    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.
    

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20. Motivate People’s Brains!
    Photos
    Videos
    Reviews
    Testimonials
    Stories with Emotion
    Contrast - Before/After
    

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21. CHRIS LEMA
    LIQUID WEB
    @chrislema
    Chrislema.com
    

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