Psychology & Website Conversion
Part 3 of 5 of our most important insights for spare parts Web shops
Psychology is hot in marketing & sales. If you have a marketing & sales interest, you probably know about Robert Cialdini and his persuasion-methods.
(Bigger) companies have teams of psychologists helping to influence their customers and optimize conversion. Whenever you want to buy something at Amazon.com, or book a hotel at booking.com, you are constantly being ‘manipulated’ at a subconscious level into making the purchase. If that brings the conversion rate up just a few percent, that is still a lot of money.
Sales & psychology
Psychologist Daniel Kahneman described the relationship between your subconscious and conscious*. Most of the time (about 90-95%) you’re using your subconscious for instincts and daily routines.
Only in a difficult or divergent situation, is your conscious activated:
you have to think harder, you are aware that you’re thinking, and you don’t really enjoy it. Complex or prolonged thinking just makes people agitated and/or tired.
Sales psychology is based on keeping you on the subconscious ‘automatic pilot’ as much as possible or distracting the conscious. So you react instinctively or preprogrammed and don’t think to much about any negative aspects, such as the costs.
Psychology & spare parts?
There are many ways to influence people on a website: tests have shown that people prefer to choose the middle of three options, they perceive text in a clear type and color blue or red as ‘true’ and if you use a € or $ sign in your price this will decrease (!) the willingness to buy.
Most importantly, you’ll need ‘cognitive ease’ for your customers. If the site is logical and repetitive in structure, navigation is simple, descriptions are short and clear and they don’t have to think hard when ordering their parts, they will experience you as ‘more familiar’, ‘more true’, ‘better’ and ‘easy’. Perfect for brand loyalty.
Visual depiction effect
A specific psychological effect is known as the ‘visual depiction effect’. Tests have shown that if people can imagine how to use an object, they are more willing to buy it.
For example, tests were done with a photo of a soup package.
If the package had only a photo of soup, willingness to buy was considerably less than when the photo of the soup had a spoon in it. And if the spoon was on the right side of the plate, willingness to buy increased even more, as the majority of people are right-handed.
So it could definitely be worth using images in a Webshop that show how a specific part relates to other parts in a product, to increase conversion. If they can imagine it…!