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The combination of lower disposable incomes, cheaper prices and technology advances has made online shopping more attractive and easy for people. However, with just a laptop, tablet or mobile screen to convert browsers to buyers, online retailers need to evolve their websites to take advantage of human psychology and consumer behaviour.
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Browsers to Buyers: Converting online window-shoppers to customers
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01
High Street Stores
High street stores sell to people’s desires and emotions.
They can influence how much shoppers desire a product by exciting their kinesthetic, olfactory, visual and gustatory senses.
In contrast, online stores have to focus on the user experience and design of their site to appeal to shoppers.
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02
Online Retailers
Thinking about and actually spending money is a stressful experience so online retailers need to ensure that the user experience makes it easy to search for and purchase products.
Web Stress Apple
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03
Pricing Psychology
Minimizing the pain and stress customers feel when spending money is crucial.
Research found that removing decimals and the currency symbol from product prices significantly increases the amount customers spend.
Zucca Restaurant
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04
Registration Target
Checkout Process
A simple process without distractions and with all the necessary information will encourage customers to stay and complete their purchase.
For online shoppers, a registration form is a barrier to shopping. It can:
1. Imply commitment to shop that may not be likely2. Take unnecessary time to finish
The registration form is best included during the checkout process.
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04
Modify OrdersChicago L-Shirts
Checkout Process
Online retailers need to make it easy to modify an order during the checkout process.
This will limit customer stress and the likelihood of navigating away from the checkout process.
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04
Product DetailsThreadless
Checkout Process
Online retailers should provide as many details and options as possible for customers to review products before they complete their purchase
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05
BreadcrumbsCleartrip
Product Details
It is important the people know what the process will be if they make a purchase online.
Online retailers should show each step of the process clearly and include as few steps as possible.
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05
DisruptionApple
Product Details
Shoppers should not be disrupted during the checkout process.
Online retailers should Include information such as contact numbers and FAQs that customers may need to prevent them navigating from the checkout process to look for this information.
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06
Threadless
Shipping Costs
Research shows that the lack of shipping costs is the most important feature that significantly improve sales:
1. It removes uncertainty about what the final price will be2. Easy to compare prices across stores, especially brick and mortar stores
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07
Pottery Barn
Shopping Cart Design
Shopping carts should give shoppers the option to:
1. Add multiple products2. Edit the quantities3. See what other people bought to encourage upselling 4. Display the total cost without ever leaving the product page they are on
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08
User ExperienceNorth Face
Product Detail Page
It is important that all the information a customer needs or expects is present and structured in an intelligent way
The retailer should provide as much information as possible, such as:
1. Sizes2. Materials3. Weight4. Dimensions5. Colours6. Instructions
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08
PhotographyInfluenceJoby
Product Detail Page
Online retailers only have product photos to excite and convince shoppers to buy.
One strategy they can try is to influence shoppers by having product photographs that display how the product fits into the person’s life.
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08
PhotographyUpsellingAmazon
Product Detail Page
Online retailers can also display photographs of product accessories to help people imagine what else they can purchase to enhance the experience with their new product.
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08Online retailers can use photographs to reassure shoppers that the product fits their needs.
PhotographyReassureWilliams Sonoma
Product Detail Page
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09
Chicago L-Shirts
Typography
The most effective typography is simple and direct. Online retailers need to ensure that shoppers are not expending unnecessary effort reading and understanding the content.
Type should also not distract attention from the product photo.
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10
Amazon
Emotional Connect
Online retailers need to provide reasons for people to trust the product they are viewing and opportunities to socially validate their purchase decision. This will make it easier for people to decide whether or not to purchase an item. Online retailers can do this on their e-commerce site in 3 ways by providing:
1. Trustworthy reviews2. Personal stories3. Informative comments about products and how they work in the real world
