eCommerce 101: Persuadability

eCommerce 101: Persuadability

eCommerce 101: Persuadability

The main obstacle for eCommerce platforms is achieving their customers’ trust so that they will buy online. This sometimes becomes a life or death struggle. Persuasion becomes crucial to get your potential customers to buy your products or services.

It is important to take into account certain aspects of human psychology in order to identify what can make a customer unconsciously trust you and your brand. Here are some ethical techniques that can help your online business to thrive.

3 Tips for eCommerce 101:


1. Show what others are doing.

Funnily enough, people trust strangers on the Internet more than brands – which is why sometimes Catfish effects take place. If you show them what others have done, said, or rated, people will take note and possibly do the same, particularly if they are hesitating. This interesting psychological process is known as “social proof,” and basically means that people feel supported when they take decisions on the basis of what others have done, assuming that they have more knowledge and information than themselves.

To improve your “social proof”, you can display, for example:

– Your bestselling items.

– “Customers who bought this also bought…” This is a mode of cross-selling based on your customers’ behavior (behavioral targeting).

– Testimonials.

– Unboxing.

2. Show reviews and actions generated by your users.

These reviews add great credibility to your eCommerce stores because they are highly influential on purchase decisions, thanks to the swift growth of the Web 2.0 and social media. It enables users to freely give their view about the products and services which you offer on your website. Having your customers become influencers generates engagement with your products or services. If people cannot find reviews of your products or services in your website, they will just go somewhere else to find them. You shouldn’t be afraid of bad reviews: never remove or hide them because that detracts from your website’s credibility. Manage online reputation crises with dignity and honesty.

3. Apparent product “scarcity” can be your ally

Scarcity generates demand – this is one of the principles of marketing, which drives people to buy in a more impulsive way. People like to have what they think they will be unable to have. In times of economic prosperity this mechanism speeds up, and social psychology shows that the feeling of loss is stronger than the feeling of gain. So you can encourage impulse buying by means of flash sentences or claims, such as:

– Stock Deals

– Deal until the end of this month

– 50% discount today only

– Add to my wishlist

– 2×1…

In the end, these are just good old shopkeeper’s tricks in a virtual form. Moving from offline to online channels is not so hard: you just need to be equally persuasive. 

Estela Gil Berlinches


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