15 Psych Tips to Help You Sell More Online

15 PSYCH TIPS
TO HELP YOU SELL MORE ONLINE

THE WEB PSYCHOLOGIST @THEWEBPSYCH

All material © THE WEB PSYCHOLOGIST LTD. 2013. No unauthorised reproduction or distribution.

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INTRODUCTION
BARRIERS
KEY QUESTIONS
TOP 15 PSYCH TIPS
EFFECTIVE SALES WEBSITES



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INTRODUCTION
BARRIERS
KEY QUESTIONS
TOP 15 PSYCH TIPS



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INTRODUCTION
BARRIERS
KEY QUESTIONS
TOP 15 PSYCH TIPS



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INTRODUCTION
BARRIERS
KEY QUESTIONS
TOP 15 PSYCH TIPS



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INTRODUCTION
BARRIERS
KEY QUESTIONS
TOP 15 PSYCH TIPS



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1
INTRODUCTION



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@THEWEBPSYCH
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WEB PSYCHOLOGY

“

The empirical study of how
online environments influence
our attitudes and behaviours


”

@THEWEBPSYCH
10


neuroscience

behavioural
economics

cognitive
psychology

neuroaesthetics


HCI

WEB
PSYCHOLOGY

cross-cultural
psychology

user
experience

social
psychology


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IT’S ABOUT

CONTEXT
PSYCHOLOGY

INDIVIDUAL

CULTURAL



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3 SECRETS
TO ONLINE SUCCESS


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1  KNOW WHO YOU’RE TARGETING
2  COMMUNICATE PERSUASIVELY
3  SELL WITH INTEGRITY


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2
BARRIERS



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SO, WHAT STOPS PEOPLE
FROM BUYING ONLINE?


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RISK, TRUST & PRIVACY

“

A lack of trust and face-to-face
interaction prevents many people
from purchasing online

Peter
de
Vries
&
Ad
Pruyn
(2007)


”


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CONSUMER TRENDS
What stops us buying online?
Lack of customer service
Privacy / security concerns
No real salesperson

Ahuja
et
al
(2003)



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CONSUMER TRENDS
What information do we trust?
Consumer reviews
Earned media

Nielsen
(2012)



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1  Require greater trust / confidence online vs. face to face
2  First thing visitors do: subconsciously scan for trust cues
3  New visitors assess trust via your website’s functionality,
design & reputation

Ref:
(4)
(5)
(6)



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design & reputation

Ref:
(4)
(5)
(6)



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design & reputation

Ref:
(4)
(5)
(6)



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3
KEY QUESTIONS



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WHO ARE YOU
AS A BUSINESS?


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WHO IS YOUR
TARGET MARKET?


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WHAT IS YOUR WEBSITE’S
PRIMARY GOAL?


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4
TOP 15 PSYCH TIPS



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1
SCARCITY


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2
AUTHORITY


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TO ILLUSTRATE THE NEXT FEW POINTS,

WHAT DO YOU NOTICE HERE?


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3
CHARM PRICES


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4
POWER OF THREE


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CHOICE
When faced with graded options we go for the
middle one – in value and location:
1  Wine experiment
2  Grocery stores
3  Online options

Rodway
et
al
(2012)



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5
PAINLESS


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6
RATINGS


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7
TESTIMONIALS


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CREDIBILITY


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9
SECURITY


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RECIPROCITY


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SOCIAL PROOF


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CONTRAST & CONCRETE


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13
SALES BUTTONS


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FRAME IN TERMS OF LOSS


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WHICH IS MORE PERSUASIVE?
1 

You’ll save money by replacing the
insulation in your home.

2  You’re losing money by not replacing the
insulation in your home.

Rodway
et
al
(2012)



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15
TEST, TEST, TEST!


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How users will look at your website within the
first few seconds of their visit
Computational neuroscientific model of human
attention
>90% predictive accuracy vs. empirical studies



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5
EFFECTIVE SALES
WEBSITES


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ATTENTION OPTIMISATION
CASE STUDY


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ATTENTION OPTIMISATION
CASE STUDY


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REFERENCES
1  P. de Vries and A. Pruyn (2007). Source salience and the persuasiveness of peer recommendations: The mediating role of social trust. Persuasive, LNCS, 4744: 164–75.
2  M. Ahuja, B. Gupta, P. Raman (2003). An empirical investigation of online consumer purchasing behaviour. Communications of the ACM, 46: 145–51.
3  Nielsen (2012). Global trust in advertising and brand messages. Available online at:
www.nielsen.com/us/en/insights/reports-downloads/2012/global-trust-in-advertisingand-brand-messages.html
4  H. Van der Heijden, T. Verhagen and M. Creemers (2003). Understanding online purchase intentions: Contributions from technology and trust perspectives. European
Journal of Information Systems, 12: 41–8.
5  E. Andrade, V. Kaltcheva and B. Weitz (2002). Self-disclosure on the Web: The impact of privacy policy, reward and brand reputation. Advances in Consumer Research, 29:
350–3.
6  M. F. Wolﬁnbarger and M. C. Gilly (2002) .comQ: Dimensionalizing, measuring and predicting quality of the e-tailing experience. MSI Working Paper Series, No. 02-100.
7  P. Rodway, A.Schepman and J. Lambert (2012). Preferring the One in the Middle: Further Evidence for the Centre-stage Effect. Applied Cognitive Psychology, 26 (2),
215-222



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THANK YOU!
INSTITUTE OF WEB PSYCHOLOGY .COM



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15 Psych Tips to Help You Sell More Online

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