eCommerce Decision Making - How Customers Decide What To Buy

This slide deck is for my WordCamp Sacramento Presentation. It's focus is on #eCommerce and #decisionmaking.

Transcript

1. eCommerce Decision Making How Customers Decide What To Buy
2. Ever seen one of these?
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…
4. So why do we jump in less than 5% of that time?
5. In that case, it’s our Amygdala that protects us by spending less time on perfect detection and more time on your safety
6. OUR BRAIN IS INCREDIBLE! Sometimes it helps us and sometimes it can do things that don’t totally make sense.
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.
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?
9. So why are we talking about the brain? Because you can’t talk about decisions without an understanding of the brain.
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.
11. Great resources on Decisions
12. A practical way of thinking about ecommerce decision making Feel Need Feel Trust Make Decision Justify Decision Share
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!
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.
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
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/
17. https://liquidweb.com/products/managed-woocommerce-hosting/
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.
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.
20. Motivate People’s Brains! Photos Videos Reviews Testimonials Stories with Emotion Contrast - Before/After
21. CHRIS LEMA LIQUID WEB @chrislema Chrislema.com