Is your e-commerce website optimized to resonate with people’s feelings?Excuse me Website design Using psychology-based design to have a positive impact on visitors?
If not, you have missed the sale.
A poorly designed (or even mediocre) website may not be enough to persuade shoppers to give up their hard-earned money.
Let’s face it: very few entrepreneurs or small business owners set Brand strategy The goal is to create a normal website.
Good design is essential.
Among other things, good design can enhance your company’s logo. In fact, if you are Start a businessOf course, if you are trying to grow an existing business, this is crucial.
But good design is more than just beautiful design. Good design also includes cooperating with people’s natural psychological tendencies to eliminate friction for potential customers. This makes it easier for companies to win customers.
And, there is an area Marketing psychology This is especially powerful for e-commerce sites.
let’s see.
The phenomenon of completionism (or “what can we learn from gamers”)
In the gaming society, players who complete all possible tasks in the game are called “completers”.
However, this definition does not convey the actual scope. The completer completes everything…from the main storyline to the side missions, to every achievement, puzzle, trophy and prize.
This part (not unimportant) players may spend Hundreds of hours Complete a game. In the end, this investment will only make them feel satisfied and bragging.
So why would they do this? What drives these players for hundreds of hours of (usually tedious) “training”? And, what does it have to do with your e-commerce website?
The fact is, to some extent, most people have experienced the same shutdown needs.
The following three psychological principles will inspire completionist behavior.They can also help you E-commerce business Complete more sales.
Free brand identity guide
Uncover the secrets of accelerating business growth. Get the free guide now.
We just emailed you the brand identity guidelines.
Zeigarnik effect
The Ziegnarnik effect is a phenomenon discovered in 1927 by the German psychologist Bluma Zeigarnik.
When observing a series of subjects recalling interrupted tasks and uninterrupted tasks, Zeigarnik discover That Interrupted tasks are even more memorable.
However, this is not all.
When people They were interrupted while completing a task,
…Opposition, sometimes very strong, even if the experimenter insists, he is unwilling to stop.
What is the Zeigarnik effect?
The Zeigarnik effect shows that interruptions can cause stress and frustration, making interrupted tasks more memorable than completed tasks.
Just like me Mentioned before,”In non-scientific terms, interruption drives us crazy. Once we start a task, we want to complete that task. “
Being interrupted is stressful. with, This is why:
Every time we engage in a task-any task-we use mental and physical resources. Depending on the complexity of the task and the obstacles we encounter, investing these resources will lead to varying degrees of stress.
Completing a task means that you no longer need to use the mental or physical resources involved-stress relief.
However, when you are interrupted or completely unable to complete the task, these mental resources are still used in the background.
Imagine a computer-every interrupted task is an open tab. Moreover, each tab will take up some limited resources on your mental PC. Open enough tabs, and eventually, the fan began to hum and the efficiency of all programs began to decrease.
This desire to relieve stress by completing tasks can become an important driving force for e-commerce web design.
Here are some tips for optimizing websites to take advantage of this phenomenon:
- Display images of other products available for sale on each individual product page. This reminds users that there are other things to watch-their shopping task has not been completed.
- When users add products to the shopping cart, do not move users to the dedicated shopping cart page. Reaching the shopping cart page means the end-and release the tension. Instead, use an interstitial page (as a short break) to confirm that the item has been added to the shopping cart. This will motivate the user to take action again to overcome the interruption.
- Guide users’ behavior beyond interstitial ads through deliberate design:
- Including encouraging users to choose “go to shopping cart” or “continue shopping” button; and display pictures of other related items. If shoppers are ready to check out, they will click “Go to Cart”. However, if they are still willing to buy more, the “Continue Shopping” button and product pictures will motivate them to buy more.
- Use the shopping cart icon, which will change to indicate when there are items in the shopping cart. This reminds shoppers that they have unfinished tasks.
- Store the shopping cart content so that it can be retained even if the visitor leaves the page. Seeing a complete shopping cart when returning to the site will motivate shoppers to take action.
Motivation Theory
When designing an e-commerce website, the goal should always be to keep people moving forward.
If people never click on your homepage, you can’t make a sale.
And, if you want people to visit your website more deeply, you must give them a good reason to click more deeply.
The motivational theory of motivation can help.
What is the motivational theory of motivation?
The motivational theory of motivation points out that rewards and incentives motivate people to take action.
Biology supports this.As we are Shared before:
…Our brain has a complete complex system dedicated to identifying rewards. Our ancestors relied on this system to ensure that they found the rewards important to their survival-food, safety and sleep.
And, although the main purpose of the system is to keep us alive, it does recognize other less important rewards.
Deborah Halber explain:
Any object, event, or activity can be a reward as long as it motivates us, prompts us to learn, or induces pleasant feelings.
Video games are very good at using incentives to motivate players to continue playing the game. Some games include hundreds (if not thousands) of possible small rewards, achievements or incentives to keep players busy.
You can follow in their footsteps and add small incentive rewards and incentives to allow users to continue browsing your website or checkout process.
Here are some ideas for using incentive theory on e-commerce websites:
- Associate rewards with ideal shopping behaviors (for example, adding extra items to the shopping cart, checking out within a specified time, or spending a specific amount).
- The reward notification is automatically triggered when the customer adds a certain number of items to the shopping cart. Notify them of these rewards on the same screen or insert that confirms that their product has been added to the shopping cart. Show the rewards they have already received and the rewards they can get if they continue shopping.
- Clearly and frequently communicate what shoppers must do to receive discounts or rewards (for example, free shipping). Put this information in the same place on every screen so that it is always visible.
- Invite shoppers to participate in games (spin wheels, play slot games, etc.) to win rewards. Show this event early in the journey of shoppers on your website to inspire them throughout their shopping experience.
- Place incentives where they have the greatest impact:
- Encourage people to start shopping on the homepage,
- On the shopping cart summary page to motivate them to complete the order,
- And during the checkout process.
Target gradient effect
This psychological phenomenon can easily be demonstrated with a brief anecdote.
One day when I was 12 years old, I went horseback riding. My mount is a cunning 21-year-old Arab named Benub. Moreover, Benoub was not in the mood for a ride.
He wanted to go back to the barn and chew oats. Instead, he was trapped in a stable with me.
So, Benub Bolt.
When we played the ring again and again, I tried to control him. But every time we reach the straight road leading to the circular exit–and the barn in the distance– Benub will double his speed.
He could see that he was getting closer and closer to the target. He tried harder to get there.
This is the goal gradient effect in action.
What is the target gradient effect?
The goal gradient effect shows that the closer people are to the goal, the harder they will be to achieve the goal.
Now, your customer is (probably) not a horse. However, the gradient goal principle also affects people.
This research It is found that when people approach the desired goal, their buying behavior increases reliably.
So, how do you apply this principle to e-commerce web design?
There are several possibilities here:
- Use a progress bar or checklist to show the shopper’s progress during the checkout process. People need to see that they are close to the goal in order to work harder to achieve it.
- Provide visual progress updates on your website to let users know how close they are to their desired goal (for example, free shipping, gifts, or higher discounts).
- Use a point system that allows shoppers to get discounts or gifts. And by adding free points to help them start using the points account of seed users. The perception that they are closer to their goals will help motivate them.
Joined forces
The three psychological principles discussed above all support each other. Together they provide powerful motivation.
Weave these tips in your e-commerce site, and you will find more shoppers complete their purchases.
