Designing with Emotion for E-Commerce
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Transcript of Designing with Emotion for E-Commerce
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E-CommerceSuccess & Conversions
By Ross Johnson @3PointRoss
Designing For
Thursday, July 26, 12
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E-Commerce Design for Success & Conversions
Design for E-Commerce is All About Psychology
Thursday, July 26, 12
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E-Commerce Design for Success & Conversions
How does a user think? How can you persuade them to buy your product?
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E-Commerce Design for Success & Conversions
Focusing on:
Product Pages
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E-Commerce Design for Success & Conversions
Buyer psychology can be broken down into three major emotional categories.
VisceralBehavioralReflective
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E-Commerce Design for Success & Conversions
It’s important to preface this with an understanding that...
All of our behavior is ultimately driven by emotion, not logic.
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E-Commerce Design for Success & Conversions
Visceral Emotions
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E-Commerce Design for Success & Conversions
Subconscious
The first reaction you have
Survival Seeking and Threat Avoidance
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E-Commerce Design for Success & Conversions
In Design, This Means•Maximize Trust•Reduce Visual
Clutter•Minimal > Fancy•Cost Benefit
Principle•Hicks Law
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E-Commerce Design for Success & Conversions
Cluttered design produces physical, measurable anxiety.
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E-Commerce Design for Success & Conversions
Abercrombie & Fitch is clean but dark.
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E-Commerce Design for Success & Conversions
Clean, open & bright design mimics “safe” environment.
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E-Commerce Design for Success & Conversions
Hicks Law:Too many options makes it more difficult to decide.http://3.7designs.co/blog/2010/07/ten-laws-to-design-by/
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E-Commerce Design for Success & Conversions
Extremely cluttered design builds distrust as it mimics an “unsafe” environment.
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E-Commerce Design for Success & Conversions
We are a visual species. Realistic imagery that tie to survival (shelter, food, reproduction) create positive visceral reactions.
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E-Commerce Design for Success & Conversions
BehavioralEmotions
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E-Commerce Design for Success & Conversions
Semi-conscious
What it feels like to “use” something or perform an action.
Closely tied to usability.
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E-Commerce Design for Success & Conversions
Make all actions obvious and visible.
“Recall vs Recognition”
Give necessary affordances
Include calls to action.
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E-Commerce Design for Success & Conversions
Call to action
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E-Commerce Design for Success & Conversions
Actions visible and obvious
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E-Commerce Design for Success & Conversions
Cart withorder visible.
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E-Commerce Design for Success & Conversions
Buttons look like buttons (affordance.)
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E-Commerce Design for Success & Conversions
ReflectiveEmotions
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E-Commerce Design for Success & Conversions
Conscious
Slowest emotion
Tied to memories, experiences, self image, etc...
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E-Commerce Design for Success & Conversions
Trust Indicators
Social Validation
Authority
Imagery
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E-Commerce Design for Success & Conversions
Simple privacy policy presented the user at the time of submitting a form.
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E-Commerce Design for Success & Conversions
Reassurance that transactions are secure.
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E-Commerce Design for Success & Conversions
Social Validation
People are instinctively influenced by social pressures. Testimonials reassure users that other people like a product, therefor it must be good.
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E-Commerce Design for Success & Conversions
Social Validation
Amazon uses reviews rather than testimonials. Interestingly enough, all positive reviews are often seen as questionable. People expect a few average / bad reviews.
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E-Commerce Design for Success & Conversions
Questions?Follow me on the Twitters @3PointRoss
Thursday, July 26, 12