Human Emotions & Impact on eCommerce sales - Vikrant Shukla
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The presentation was done during Meet Magento Singapore 2020. It highlighted how Human Emotions play an important role during eCommerce sales. The presentation also highlights some of the important emotions that play an important part to ignite the purchase experience. #supermageman
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Human Emotions & Impact on eCommerce sales - Vikrant Shukla
- 2. Hello #MM20SG ● ● ● ● ● https://twitter.com/vikrantshukla https://www.linkedin.com/in/shuklavikrant/ https://vikrantshukla.com/ The views are my own and don’t represent the views or process of my employer.
- 3. Today’s Presentation ● Emotional Systems and Buying Motivation ● Emotional Design Pyramid ● Concepts of Emotional Design ● Psychological Patterns for Sales ● The Wheel of Persuasion ● Color Psychology ● Emotions Drive Sales
- 4. The three emotional systems The Dominance emotional system Which focuses on performance, self-assertion, the suppression of competition, and achieving status, power, and autonomy. This system’s desire is pride or a feeling of victory. And its aversion is anger, rage and powerlessness. The Stimulance emotional system Which aims to discover new things and learn new skills. This part of the brain is triggered by novelty, curiosity, change, surprise, and excitement. This system avoids boredom but is drawn to new sensations. The Balance emotional system Which is motivated by risk avoidance, and stability. This area may be triggered by fear and anxiety, but it is also associated with harmony and conformity, as it seeks security. Studies have reflected that about 95% of purchasing decisions whether online or offline are based on emotional impulses
- 6. Concept of Emotional Design
- 7. Concept of Emotional Design
- 8. Psychological patterns that may lead to increased sales Urgency
- 9. Psychological patterns that may lead to increased sales Social Proof
- 10. Psychological patterns that may lead to increased sales Social Proof
- 11. Psychological patterns that may lead to increased sales Authority
- 12. Psychological patterns that may lead to increased sales Reciprocation
- 13. Psychological patterns that may lead to increased sales Offering the right number of choices
- 14. Psychological patterns that may lead to increased sales Greed + Free
- 15. Psychological patterns that may lead to increased sales Loyalty
- 17. Color Psychology Influences Buyer’s Emotions 85% of shoppers said color as their primary reason for why they purchase a certain project.
- 18. An Approach to Engendering Emotional Loyalty • Empathize – As people feel vulnerable, empathy and commitment are two ways that will bind them to a brand through trust. Customers acknowledge and respond to positive and inspiring content that calls for acknowledging the social, financial and other realities of this pandemic. Therefore, messages sent to customers should be humane and include health, empathy, courage and humility to project reassurance and relevance. • Educate – Act as an information agent, by transforming the brand’s authority and media presence into reliable information. Brands should inform people about the crisis, how to protect themselves during it, and the progress being made to fight against it. Given the prevalence of fake news, consumers are looking to the brands they trust to provide the straight story. • Engage – Bring people together by facilitating community connect and providing social support. We have witnessed high social engagement with customer support, instant replies and conversational commerce being rapidly adopted during this pandemic • Evolve – Evolve your products and services. This can be through offering new schemes, new modes of usage and better pricing – all towards creating brand culture and inculcate endorsement. Such efforts will have resounding effects on customer memory, and in turn, for loyalty.
- 20. COVID-19 Effect on Online Shopping Behavior
- 23. Why the Lady?
- 24. Reference Links • https://www.widerfunnel.com/blog/emotional- marketing-tactics/ • https://hbr.org/2015/11/the-new-science-of- customer-emotions • https://hbr.org/2016/08/an-emotional-connection- matters-more-than-customer-satisfaction • https://smith.co/assets/docs/SMITH-POV-8-modes- of-shopping-report.pdf • https://zoovu.com/blog/8-emotional-states-that- influence-purchase-decisions/ • https://brandequity.economictimes.indiatimes.com/ news/business-of-brands/emotional-pathways-to- customer-loyalty-in-a-pandemic-world/77455159 • https://medium.muz.li/the-art-of-emotion-normans- 3-levels-of-emotional-design-88a1fb495b1d • https://persuasionatwork.com/the-persuasion- wheel-125839dafe35
Editor's Notes
- Emotion is paramount in customer experience. The value proposition needs to align with the vistor’s emotional needs and states. Variation A was designed to address these. Variation B addressed the Dominance emotional system by focusing on the exclusivity of membership.
- Human motivation is based on people seeking fulfillment and change through personal growth as stated in Maslow’s hierarchy of needs. Functional and attractive things are actually perceived by people to “work better.”
- Before people can love an experience, they must first desire that experience. This could be through marketing or how you present the experience.
- Personalization and Customization — Personalize the user experience so your users feel a sense of ownership. Allow users to tailor the experience as an extension and manifestation of themselves. Expressive Imagery — Use images, illustrations, and animations that your users can relate to — the visuals, themselves, can demonstrate emotion and help your users empathize. Positive Surprise — Evoke positive emotional reactions by surprising your users with delight. Relatable Voice— Use a tone and voice that speaks with your users in a more human way. Express emotion, empathy, and encouragement through conversational UI. Humor — Laughing and glee are very strong positive emotions that alleviate fear and uncertainty, while evoking a sense of joy. Storytelling — Helps people understand the journey of the experience, frame their interactions, and recall their experiences even after using the product. Microinteractions — Subtle affordances and indicators make interfaces feel more alive and fun, which encourages interaction.
- To persuade, we must get inside the minds of our audience at the moment of decision and think what they think. Social Proof — We do what we think everyone else does. Defaults – We go with the default option unless there’s strong reason to change. Scarcity — We feel loss more than we feel gain. Fear of loss is one of the strongest behavior motivators. Reciprocity — We easily feel indebted to others. Small indebtedness may lead us to respond disproportionately. Attention — We give more causal weight to the things we focus on. If something is prominent, we notice it and give it more importance. Messenger — We respond to the messenger sometimes even more than the message itself. Commitment — We want to be consistent with what we have committed to publicly. Priming — We respond to subconscious cues in our environment, particularly when we are uncertain or lack domain knowledge.
- With Variation A, the clicks to close the pop-up window were reduced by -51.3%. And the number of subscribers increased by +29.2%.
- An increase of 4.8 percentage points for the first half of 2020 compared to 4.5 for the five previous years. Moreover, while US ecommerce saw an average quarterly increase of 14.9% throughout 2019 (compared to 2018), Q2 2020’s increase was a staggering 44.5% YoY. Perhaps most striking, ecommerce’s 16.1% US market share jumps to 26.4% when only “core retail” categories are taken into consideration.