Nathalie Nahai - 15 psych tips to help you sell more online

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15 PSYCH TIPS
TO HELP YOU SELL MORE ONLINE

THE WEB PSYCHOLOGIST @THEWEBPSYCH

All material © THE WEB PSYCHOLOGIST LTD. 20...

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INTRODUCTION
BARRIERS
KEY QUESTIONS
TOP 15 PSYCH TIPS
EFFECTIVE SALES WEBSITES

THE WEB PSYCHOLOGIST @THEW...

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INTRODUCTION
BARRIERS
KEY QUESTIONS
TOP 15 PSYCH TIPS
EFFECTIVE SALES WEBSITES

THE WEB PSYCHOLOGIST @THEW...

1 
2 
3 
4 
5 

INTRODUCTION
BARRIERS
KEY QUESTIONS
TOP 15 PSYCH TIPS
EFFECTIVE SALES WEBSITES

THE WEB PSYCHOLOGIST @THEW...

1 
2 
3 
4 
5 

INTRODUCTION
BARRIERS
KEY QUESTIONS
TOP 15 PSYCH TIPS
EFFECTIVE SALES WEBSITES

THE WEB PSYCHOLOGIST @THEW...

1 
2 
3 
4 
5 

INTRODUCTION
BARRIERS
KEY QUESTIONS
TOP 15 PSYCH TIPS
EFFECTIVE SALES WEBSITES

THE WEB PSYCHOLOGIST @THEW...

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INTRODUCTION

THE WEB PSYCHOLOGIST @THEWEBPSYCH

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WEBS OF INFLUENCE
THE PSYCHOLOGY OF ONLINE PERSUASION

Pearson, 2012
UK | EU | USA | KOREA | JAPAN | CHINA
THE WEB PSYCHOL...

THE WEB PSYCHOLOGIST @THEWEBPSYCH

@THEWEBPSYCH
9

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WEB PSYCHOLOGY

“

The empirical study of how
online environments influence
our attitudes and behaviours

THE WEB PSYCHOLO...

neuroscience

behavioural
economics

cognitive
psychology

neuroaesthetics

THE WEB PSYCHOLOGIST @THEWEBPSYCH

HCI

WEB
PS...

IT’S ABOUT

CONTEXT
PSYCHOLOGY

INDIVIDUAL

CULTURAL

THE WEB PSYCHOLOGIST @THEWEBPSYCH

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3 SECRETS
TO ONLINE SUCCESS
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1  KNOW WHO YOU’RE TARGETING
2  COMMUNICATE PERSUASIVELY
3  SELL WITH INTEGRITY
THE WEB PSYCHOLOGIST @THEWEBPSYCH

All mat...

1  KNOW WHO YOU’RE TARGETING
2  COMMUNICATE PERSUASIVELY
3  SELL WITH INTEGRITY
THE WEB PSYCHOLOGIST @THEWEBPSYCH

All mat...

1  KNOW WHO YOU’RE TARGETING
2  COMMUNICATE PERSUASIVELY
3  SELL WITH INTEGRITY
THE WEB PSYCHOLOGIST @THEWEBPSYCH

All mat...

2
BARRIERS

THE WEB PSYCHOLOGIST @THEWEBPSYCH

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SO, WHAT STOPS PEOPLE
FROM BUYING ONLINE?
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RISK, TRUST & PRIVACY

“

A lack of trust and face-to-face
interaction prevents many people
from purchasing online

Peter ...

CONSUMER TRENDS
What stops us buying online?
Lack of customer service
Privacy / security concerns
No real salesperson

Ahu...

CONSUMER TRENDS
What information do we trust?
Consumer reviews
Earned media

Nielsen
(2012)

THE WEB PSYCHOLOGIST @...

RISK, TRUST & PRIVACY
1  Require greater trust / confidence online vs. face to face
2  First thing visitors do: subconscio...

RISK, TRUST & PRIVACY
1  Require greater trust / confidence online vs. face to face
2  First thing visitors do: subconscio...

RISK, TRUST & PRIVACY
1  Require greater trust / confidence online vs. face to face
2  First thing visitors do: subconscio...

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KEY QUESTIONS

THE WEB PSYCHOLOGIST @THEWEBPSYCH

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WHO ARE YOU
AS A BUSINESS?
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WHO IS YOUR
TARGET MARKET?
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WHAT IS YOUR WEBSITE’S
PRIMARY GOAL?
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TOP 15 PSYCH TIPS

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SCARCITY
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AUTHORITY
THE WEB PSYCHOLOGIST @THEWEBPSYCH

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TO ILLUSTRATE THE NEXT FEW POINTS,

WHAT DO YOU NOTICE HERE?
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CHARM PRICES
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POWER OF THREE
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CHOICE
When faced with graded options we go for the
middle one – in value and location:
1  Wine experiment
2  Grocery stor...

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PAINLESS
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RATINGS
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TESTIMONIALS
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CREDIBILITY
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SECURITY
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RECIPROCITY
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SOCIAL PROOF
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CONTRAST & CONCRETE
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SALES BUTTONS
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14
FRAME IN TERMS OF LOSS
THE WEB PSYCHOLOGIST @THEWEBPSYCH

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WHICH IS MORE PERSUASIVE?
1 

You’ll save money by replacing the
insulation in your home.

2  You’re losing money by not r...

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TEST, TEST, TEST!
THE WEB PSYCHOLOGIST @THEWEBPSYCH

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How users will look at your website within the
first few seconds of their visit
Computational neuroscientific model of hum...

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EFFECTIVE SALES
WEBSITES
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ATTENTION OPTIMISATION
CASE STUDY
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THE WEB PSYCHOLOGIST @THEWEBPSYCH

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ATTENTION OPTIMISATION
CASE STUDY
THE WEB PSYCHOLOGIST @THEWEBPSYCH

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THE WEB PSYCHOLOGIST @THEWEBPSYCH

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REFERENCES
1  P. de Vries and A. Pruyn (2007). Source salience and the persuasiveness of peer recommendations: The mediati...

THANK YOU!
INSTITUTE OF WEB PSYCHOLOGY .COM

THE WEB PSYCHOLOGIST @THEWEBPSYCH

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