According to statistics, over $263 million consumers in the U.S shop online, and these figures are expected to reach a value of $291.2 million by 2025. Furthermore, U.S online sales will surpass $1 trillion in 2022.
However, each time a consumer makes an online purchase, there are a variety of factors that come into play. So, understanding the psychology behind online shopping can prove to be very beneficial to the success of an online marketplace.
Understanding buyer psychology is more than simply gaining sales; it’s about providing the consumers a better online experience and connecting with them on a deeper level.
Human Brain: The Decision Making Process
This decision-making model outlines four phases that play a central role in a buyer’s decision-making process.
This phase highlights the relationship between the business’s values, its target audience, and the individual attitude of each consumer. A business must understand and appeal to their target market when they market a specific product.
In this phase, the consumer researches a product that caught their eye. They then use this information to evaluate if this product will satisfy their needs.
Once a consumer feels satisfied, they will feel motivated to purchase. However, the decision-making process is still not over.
This is the most critical phase for a business. Not only does it determine the product’s value, but it also decides whether the business won or lost a consumer.
After using the product, the consumer will provide positive or negative feedback. This helps businesses improve their products and shape their offerings in a way that appeals to and satisfies the consumers.
Conscious vs. Unconscious Online Shopping
- Customers buy from sustainable brands
- Value quality over quantity
- Have clear needs and goals
- Shop under a budget
- Easy to influence customers
- Impulse shopping due to boredom, anger, or stress
- People around them influence their purchase decisions
How the Human Brain Works While Online Shopping
Customers Are Attracted to Pictures
According to experts, the human brain responds more promptly to pictures with faces. Facial expressions are universal, and certain emotions are associated with each of them. So, if businesses use happy faces for their product ads, consumers will respond positively to their brand.
Plus, people connect better with other people. So the businesses that use faces to represent their brands are likely to be more noticed by consumers.
Colors: Feelings and Actions
Colors also influence the human brain.
Red: Used to display signs of urgency. Great for sales, limited-time offers, or where consumers need to act fast. This color appeals to impulsive buyers.
Yellow: Great to grab attention, such as for pop-up ads.
Green: Used by businesses to communicate important information as it has a relaxing effect.
Pink: Frequently used to appeal to the feminine consumers.
Black: Represents luxury and class. Used by high-end brands.
Consumers React Quickly to Photos and Videos
Attention-grabbing images and videos coerce online shoppers to take action. The human brain processes images 60,000 times faster than text-based adverts. As online stores compete with brick-and-mortar stores, they need to compensate for the loss of touch, smell, and taste.
Hence, using images from different angles and highlighting details makes a significant difference. Similarly, consumers find videos more memorable and appealing. Viewers remember 95 percent of a message when they learn it through a video.
Chunk-sized Information is Preferred
The human brain can only process a certain quantity of information at a time. Too much information overwhelms the shoppers. Consumers understand information that is broken up and easy to read. This helps them understand a business’s values and offers much better.
Consumers Can Get Distracted
The human brain wanders at least 30 percent of the time. So, online stores that understand this concept and build their websites accordingly are more likely to succeed. Simplify things for users with easy navigation tools and remind them to complete their purchase using emails and other modes of marketing.
Consumers find slow and unresponsive websites to be the deal-breaker. They become frustrated, leave, and may even check out competitor sites.
Consumers respond to signs of urgency faster due to the fear of missing out. Words like hurry, limited, now, etc., motivate consumers to make a purchase right away.
Past client testimonials help establish trust, and consumers are willing to spend 31 percent more when they come across positive reviews.
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