An eCommerce website is easy to create but difficult to perfect. That's why we spoke to the experts on human behaviour and came up with five important points for every eCommerce business to consider.
Martin Lucas (Chief Executive Officer) and Simon Jack (Chief Science Officer) of Mastermindset have created 6 businesses (4 together), published 2 books, received 16 awards and solved problems for hundreds of companies.
The pair uses psychology, science, behavioural economics, emotional intelligence and mathematics to examine what drives behaviours in any given marketplace. They begin with the underlying premise that behaviours are manifestations of how we think and act - demonstrations of prior actions and beliefs. Here's what they told us.
More often than not, human behaviour defies principles of clear logic. This isn’t necessarily a bad thing, although it does make the job of reading your customers mind much more complex.
Renowned psychologist, Sigmund Freud was the first to postulate a model of the mind involving three tiers. Our conscious mind represents the surface level of all our thoughts. This is often described as the tip of the iceberg. It involves our perception of ourselves and the world surrounding us.
Secondly the subconscious mind, which is in constant contact with the conscious mind, involves all the things we may not currently be aware of but can easily pull into our conscious mind when necessary.
It exists just below the level of consciousness and is commonly thought of as ‘the waiting room’. Our unconscious mind, whereas, drives 92% of everything we do and is the primary source of human behaviour. It is a bank of all past experiences and memories.
If the titanic has taught us anything, it is that the most important point of the iceberg is what you cannot see.
It's possible to conclude then that visitors to your eCommerce website don’t make purchases based on rational facts or emotions alone. To truly enter their mind, you need to discover precisely what they’re thinking and the desires they want fulfilling. This can be achieved through carefully thought out questioning techniques:
Furthermore, it’s important to remember that customers are people and not just users. By utilising simple customer insights, you can ensure that the content you produce for your eCommerce website meets its goals. Here are our top tips:
Our ego is a fundamental part of our psyche. Although we are irrational, we act to make us feel better about ourselves and feel good as much as possible. Therefore, a successful eCommerce website identifies who we are and who we want to become.
In simple terms, you get what you project – positive content reinforces positive imagery. As a brand, if you are projecting something negative or neutral that doesn’t invoke desire, then it won't speak to customer egos and will consequently be ignored.
The same applies in terms of brand imagery. People know how they want to be perceived so will buy certain brands if they fit into this categorisation. For instance, before it was re-branded, Tesco’s value range had a functional blue, red and white design which was easily identifiable. Customers didn’t like this as it was obvious when they carried around Tesco value products that they were shopping on a budget. Now the value line has been rebranded, the connotations surrounding that brand have also adapted.
The ego implicit in our brain means we are more attracted to people who remind us of ourselves. The same applies to an eCommerce website – our sense of acceptance comes from familiarity and prior experiences. Customers are turned off when their expectations are not upheld. Here are our top tips on living up to expectations:
Are you looking for expert insight to create your own eCommerce website? We can provide an outsourced head of eCommerce to support your business with every element of research, planning and execution. Get in touch to find out more.