This document outlines a presentation on incorporating psychology into online shopping optimization. It discusses how consumer decision making is driven more by subconscious influences than conscious reasoning. To optimize websites, the presenter recommends drawing on user research to understand customers, and testing how psychological principles like social proof, choice paralysis, and scarcity can influence decisions. The key message is that while usability is important, subtle psychological triggers can also affect purchasing behavior, so these triggers should be tested to fully grasp their impact on a particular user base.

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THE PSYCHOLOGY OF SHOPPING ONLINE
BEYOND USABILITY BEST PRACTICE
EMMA TRAVIS
Optimisation Strategist at PRWD
www.prwd.co.uk

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Beyond Usability
ABOUT ME
Over 500 hours of moderated user research
across websites, apps, print & in store
experiences
Facilitated through use of technology;
Eye tracking
EEG headset, GSR wristband
Optimisation Strategist @ PRWD

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Just because users can do
something, doesn’t mean that
they will…

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Human beings can't help it: we need to belong.
One of the most powerful of our survival
mechanisms is to be part of a tribe, to contribute
to (and take from) a group of like-minded
people.”
Seth Godin

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“It is true that from a behavioural economics
perspective we are fallible, easily confused, not
that smart, and often irrational. We are more
like Homer Simpson than Superman.”
Predictably Irrational, Dan Ariely.

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Which centre circle is
biggest?
Actually…
A B

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“The mind is like an iceberg, it floats with one-
seventh of its bulk above water.”
Sigmund Freud

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CONSCIOUS & SUBCONSCIOUS
Conscious;
Slow
Deliberate
Effortful
Logical
Conscious
Subconscious
Subconscious;
Fast
Automatic
Instinctive
Emotional

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CONSCIOUS & SUBCONSCIOUS
Conscious
Subconscious
Actions & behaviour
Emotions Self esteem Past experiencesValuesFears Beliefs

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CONSCIOUS & SUBCONSCIOUS

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SOCIAL PROOF

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“Human beings can't help it: we need to belong.
One of the most powerful of our survival
mechanisms is to be part of a tribe, to contribute
to (and take from) a group of like-minded
people.”
The Purple Cow, Seth Godin

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ASCH (1951)
Even in situations where the
judgements of others appear to
be wrong, conformity occurs

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TYPES OF SOCIAL PROOF
Expert social proof
Celebrity social proof
User social proof
‘Wisdom of the crowds’ social proof
Peer social proof

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HOW TO USE SOCIAL PROOF
Provide points of identification & increase trust by
humanising your reviews and providing
information about the reviewer

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HOW TO USE SOCIAL PROOF
Provide points of identification & increase trust by
humanising your reviews and providing
information about the reviewer
Don’t force conscious decision making by hiding
reviews, testimonials and ratings

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2.94% increase
in flight bookings
A B

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HOW TO USE SOCIAL PROOF
Provide points of identification & increase trust by
humanising your reviews and providing information
about the reviewer
Don’t force conscious decision making by hiding
reviews, testimonials and ratings
Create and communicate community; make your
users feel part of something

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A B
46.54% increase
in ride bookings

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HOW TO USE SOCIAL PROOF
Provide points of identification & increase trust by
humanising your reviews and providing information
about the reviewer
Don’t force conscious decision making by hiding
reviews, testimonials and ratings
Give people a reason users to express their advocacy for
your brand on social media
Create and communicate community; make your
users feel part of something

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HOW TO USE SOCIAL PROOF
Provide points of identification & increase trust by
humanising your reviews and providing information
about the reviewer
Don’t force conscious decision making by hiding
reviews, testimonials and ratings
Encourage users to express their advocacy for your
brand on social media
Create and communicate community; make your
users feel part of something

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CHOICE PARALYSIS

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“Some choice is better than none, but more
choice isn’t better than some.”
The Paradox of Choice, Barry Schwartz

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LYENGAR AND LEPPER (2000)
Options can at first seem
highly appealing, but can
reduce subsequent
motivation to purchase.
A
B

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JOHNSON & GOLDSTEIN (2003)
Opt in
Opt out

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HOW TO PREVENT CHOICE
PARALYSIS
Choice is initially attractive to users, so communicate
range as a USP

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HOW TO PREVENT CHOICE
PARALYSIS
Choice is initially attractive to users, so communicate
size of product range as a USP
Prevent users being overwhelmed with intuitive
categorisation, pagination and filtering options

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HOW TO PREVENT CHOICE
PARALYSIS
Prevent users being overwhelmed with intuitive
categorisation, pagination and filtering options
Allow users to create a personalised and more
manageable experience through shortlist functionality
Choice is initially attractive to users, so communicate
size of product range as a USP as

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HOW TO PREVENT CHOICE
PARALYSIS
Prevent users being overwhelmed with appropriate
categorisation, pagination and filtering options
Allow users to create a personalised and more
manageable experience through shortlist functionality
Provide information in a way that means it can be
easily compared
Choice is initially attractive to users, so communicate
size of product range as a USP as

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HOW TO PREVENT CHOICE
PARALYSIS
Prevent users being overwhelmed with appropriate
categorisation, pagination and filtering options
Allow users to create a personalised and more
manageable experience through shortlist functionality
Provide clear points of comparison between
products to make decision making easier
Choice is initially attractive to users, so communicate
size of product range as a USP as
Reassure users that they are making the right
decision through positive reinforcement

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10.89% increase
in ride bookings
A B

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HOW TO PREVENT CHOICE
PARALYSIS
Prevent users being overwhelmed with appropriate
categorisation, pagination and filtering options
Allow users to create a personalised and more
manageable experience through shortlist functionality
Provide clear points of comparison between
products to make decision making easier
Choice is initially attractive to users, so communicate
size of product range as a USP as
Reassure users that they are making the right
decision through positive reinforcement

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SCARCITY & URGENCY

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Hundreds of thousands of years ago… food was
the focus of our day. If food was scarce, it
became more important to us in our chances of
survival, so it’s relative value rose.”
The Internet Psychologist, Graham Jones.

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Worchel, Lee, and Adewole (1975)
Participants valued the cookies
in the near-empty jar more
highly. Scarcity somehow
affected their perception of
value.
A B

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TYPES OF SCARCITY & URGENCY
Limited-number
Limited-time
One-of-a-kind Specials
Utilising competitions
Limited editions

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HOW TO USE SCARCITY &
URGENCY
Use low stock messaging to create the impression of
products being scarce

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HOW TO USE SCARCITY &
URGENCY
Use low stock messaging to create the impression of
products being scarce
Consider the use of countdown timers or time limits
where relevant to increase urgency

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8.6%
increase in
conversions
A B

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HOW TO USE SCARCITY &
URGENCY
Use low stock messaging to create the impression of
products being scarce
Consider the use of countdown timers or time limits
where relevant to increase urgency
Encourage immediate action through the use of limited
time special offers and discount codes

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HOW TO USE SCARCITY &
URGENCY
Use low stock messaging to create the impression of
products being scarce
Consider the use of countdown timers or time limits
where relevant to increase urgency
Encourage immediate action through the use of limited
time special offers and discount codes to increase
urgency
Look for opportunities to utilise limited editions

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INCORPORATING
PSYCHOLOGICAL
PRINCIPLES INTO CRO

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TOOLS & TECHNIQUES
Get to know your users by conducting user research
Walk through your site and highlight potential
opportunities to incorporate psychological principles
Look for opportunities to introduce psychological
principles within planned tests
Encourage incorporation of relevant persuasion
techniques into sketching workshops & concept design

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SUMMARY
Consumer decision making is driven by the influence of their subconscious
Draw on multiple research and data sources to get to know your users, their triggers and
motivations
We can influence decision making by understanding psychological principles and triggers
Usability is still fundamental in website optimisation and UX
Subconscious triggers affect everyone differently so introduce psychological techniques
through testing to really understand the impact on your users.

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WANT TO LEARN MORE?

62. EMMA TRAVIS
Optimisation Strategist
@emma_travo
THANK YOU FOR LISTENING
ANY QUESTIONS?