The combination of lower disposable incomes, cheaper prices and technology advances has made online shopping more attractive and easy for people. However, with just a laptop, tablet or mobile screen to convert browsers to buyers, online retailers need to evolve their websites to take advantage of human psychology and consumer behaviour.

1. Browsers to Buyers: Converting
online window-shoppers to customers
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2. 01
High street stores sell to
people’s desires and
emotions.
They can influence how much
shoppers desire a product by
High exciting their kinesthetic,
olfactory, visual and gustatory
Street senses.
Stores In contrast, online stores have
to focus on the user
experience and design of
their site to appeal to
shoppers.
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3. 02
Thinking about and actually
spending money is a stressful
experience so online retailers
need to ensure that the user
experience makes it easy to
search for and purchase
products.
Online
Retailers
Web Stress
Apple
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4. 03
Minimizing the pain and
stress customers feel when
spending money is crucial.
Research found that
removing decimals and the
currency symbol from product
Pricing prices significantly increases
the amount customers spend.
Psychology
Zucca Restaurant
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5. 04
A simple process without
distractions and with all the
necessary information will
encourage customers to stay
and complete their purchase.
For online shoppers, a
Checkout registration form is a barrier to
shopping. It can:
Process 1. Imply commitment to shop
that may not be likely
2. Take unnecessary time to
finish
Registration The registration form is best
included during the checkout
Target process.
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6. 04
Online retailers need to make
it easy to modify an order
during the checkout process.
This will limit customer stress
and the likelihood of
navigating away from the
Checkout checkout process.
Process
Modify Orders
Chicago L-Shirts
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7. 04
Online retailers should
provide as many details and
options as possible for
customers to review products
before they complete their
purchase
Checkout
Process
Product Details
Threadless
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8. 05
It is important the people
know what the process will be
if they make a purchase
online.
Online retailers should show
each step of the process
Product clearly and include as few
steps as possible.
Details
Breadcrumbs
Cleartrip
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9. 05
Shoppers should not be
disrupted during the checkout
process.
Online retailers should
Include information such as
contact numbers and FAQs
Product that customers may need to
prevent them navigating from
Details the checkout process to look
for this information.
Disruption
Apple
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10. 06
Research shows that the lack
of shipping costs is the most
important feature that
significantly improve sales:
1. It removes uncertainty
about what the final price will
Shipping be
2. Easy to compare prices
Costs across stores, especially brick
and mortar stores
Threadless
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11. 07
Shopping carts should give
shoppers the option to:
1. Add multiple products
2. Edit the quantities
3. See what other people bought
to encourage upselling
Shopping 4. Display the total cost without
ever leaving the product page
Cart they are on
Design
Pottery Barn
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12. 08
It is important that all the
information a customer needs
or expects is present and
structured in an intelligent way
The retailer should provide as
much information as possible,
Product such as:
Detail 1. Sizes
2. Materials
Page 3. Weight
4. Dimensions
5. Colours
6. Instructions
User Experience
North Face
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13. 08
Online retailers only have
product photos to excite and
convince shoppers to buy.
One strategy they can try is to
influence shoppers by having
product photographs that display
Product how the product fits into the
person’s life.
Detail
Page
Photography
Influence
Joby
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14. 08
Online retailers can also display
photographs of product
accessories to help people
imagine what else they can
purchase to enhance the
experience with their new
product.
Product
Detail
Page
Photography
Upselling
Amazon
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15. 08
Online retailers can use
photographs to reassure
shoppers that the product fits
their needs.
Product
Detail
Page
Photography
Reassure
Williams Sonoma
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16. 09
The most effective typography is
simple and direct. Online
retailers need to ensure that
shoppers are not expending
unnecessary effort reading and
understanding the content.
Type should also not distract
attention from the product
Typography photo.
Chicago L-Shirts
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17. 10
Online retailers need to provide
reasons for people to trust the
product they are viewing and
opportunities to socially validate
their purchase decision. This will
make it easier for people to
decide whether or not to
purchase an item. Online
retailers can do this on their e-
Emotional commerce site in 3 ways by
providing:
Connect 1. Trustworthy reviews
2. Personal stories
3. Informative comments about
products and how they work in
the real world
Amazon
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18. ThankYou
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