We use cookie technology. Cookies
allow us to provide you with up-to-date information about your preferences and ensure that the site operates correctly. You can block cookies in your browser settings, but then you won't be able to interact with our site properly.
allow us to provide you with up-to-date information about your preferences and ensure that the site operates correctly. You can block cookies in your browser settings, but then you won't be able to interact with our site properly.
Psychology of Online Shopping
Online shopping has become a familiar and already quite routine process in our lives. We can choose products, compare prices and shop at any time of the day without leaving home. Virtual shop windows, availability of goods, simplicity of the process attract.
What drives consumer behaviour? TONOP managers have analysed what psychological mechanisms trigger a buyer's desire to buy, form a habit and a connection with the seller.
What drives consumer behaviour? TONOP managers have analysed what psychological mechanisms trigger a buyer's desire to buy, form a habit and a connection with the seller.
Aesthetics and functionality. ‘I have what I need here - I'm sure of it.’
The virtual world has its own unique aesthetic that can inspire and enthuse the customer. Websites with a consistent colour palette, high-quality photos, well-chosen fonts and composition, and a user-friendly interface attract attention and are memorable.
Are you promoting premium products? Bright product images, minimalistic design and intuitive navigation create a sense of premiumness and reliability that makes you trust the brand. Are you selling a mass-market product? If so, a website or online shop should have a clear and conventional structure. Remember that the buyer's eyes are the mirror of the website!
Tip: Use bright and clear images of products on the site. Simple and clear design will help customers quickly find the right products and make purchases without unnecessary effort.
Social pressure. ‘Share and inspire.’
We live in an age of social media and connections: online we search for reviews, watch ‘unboxings’, and study other people's experiences. Friends' opinions, influencer recommendations, customer ratings and reviews all have a huge impact on our decisions. Consumers trust the opinions of their peers. Therefore, it is important, having created a positive image for the business, to constantly maintain interest and trust with the consumer. Email marketing, social media and search engine advertising campaigns are still powerful tools to stimulate online shopping.
The virtual world has its own unique aesthetic that can inspire and enthuse the customer. Websites with a consistent colour palette, high-quality photos, well-chosen fonts and composition, and a user-friendly interface attract attention and are memorable.
Are you promoting premium products? Bright product images, minimalistic design and intuitive navigation create a sense of premiumness and reliability that makes you trust the brand. Are you selling a mass-market product? If so, a website or online shop should have a clear and conventional structure. Remember that the buyer's eyes are the mirror of the website!
Tip: Use bright and clear images of products on the site. Simple and clear design will help customers quickly find the right products and make purchases without unnecessary effort.
Social pressure. ‘Share and inspire.’
We live in an age of social media and connections: online we search for reviews, watch ‘unboxings’, and study other people's experiences. Friends' opinions, influencer recommendations, customer ratings and reviews all have a huge impact on our decisions. Consumers trust the opinions of their peers. Therefore, it is important, having created a positive image for the business, to constantly maintain interest and trust with the consumer. Email marketing, social media and search engine advertising campaigns are still powerful tools to stimulate online shopping.
Navigation and checkout. ‘Here to stay.’
Time is the most valuable resource, and no one wants to waste it on multi-step processes when placing online orders. Easy navigation, minimalistic design and an intuitive interface are what make the online shopping process enjoyable and convenient for consumers.
Airbnb is known for its simple and user-friendly website. The site's intuitive interface allows users to easily find and book accommodation without spending time on checkout.
Tip: Minimise the number of steps from the product page (card) to the checkout page (cart), and implement the ability to filter products. Implement quick search functionality with autocomplete order form and recommendations.
Time is the most valuable resource, and no one wants to waste it on multi-step processes when placing online orders. Easy navigation, minimalistic design and an intuitive interface are what make the online shopping process enjoyable and convenient for consumers.
Airbnb is known for its simple and user-friendly website. The site's intuitive interface allows users to easily find and book accommodation without spending time on checkout.
Tip: Minimise the number of steps from the product page (card) to the checkout page (cart), and implement the ability to filter products. Implement quick search functionality with autocomplete order form and recommendations.
Pricing strategy. ‘Buy more, pay less.’
The human brain processes information most often automatically, unconsciously, at the level of emotions. Only 5% of decisions are made rationally - consciously, after analysis. That is why price is the most accessible and visible factor we use when choosing goods and services. Pricing, discounts, promotions - all this creates an impression of the value of the product and can stimulate to make a purchase. But it's important to remember that price is not always the only selection criterion.
Tip: When advertising promotions and discounts, include not only the old and new price, but also the percentage discount. Create a loyalty programme with the opportunity to receive discounts and bonuses for each purchase.
Emotional Engagement. ‘His and My Story.’
Humans are emotional creatures, and emotions play an important role in the decision-making process. Success stories, case studies, videos and personalised messages help to create a positive impression of the salesperson and can drive sales.
Tip from TONOP Bulgaria. Interesting content on the website, useful materials in social networks help to form an emotional attachment to the company and brand in consumers.
The psychology of limitation. ‘Order button - press it!’
A sense of urgency drives us to action. Using techniques such as limited-quantity adverts or time-limited promotions can encourage customers to act right here and now, without putting off a decision until later.
IKEA often runs promotions and seasonal sales to incentivise customers to make even unplanned purchases. Black Friday or 2-for-1 promotions stimulate a sense of scarcity, triggering FOMO and thus increasing demand and sales. Anxious feeling of being late: the sale will end and the product will be gone!
Tip. Every shopper is unique. Buyers' preferences and habits can vary widely. Segment your customer base. Split your target audience into those who buy often and those who buy rarely. Into product groups. For each segment, prepare your advertising campaigns and creatives, conduct personalised mailings.
Understanding the psychology of the online consumer is a key success factor for any online shop. TON OP doo ltd develops promotional strategies taking into account the characteristic psychological aspects of consumers. TONOP doo ltd company experts analyse customers' online resources, formulate hypotheses for split tests (A/B testing), determine the sample size, and give recommendations on marketing promotion strategies.
The human brain processes information most often automatically, unconsciously, at the level of emotions. Only 5% of decisions are made rationally - consciously, after analysis. That is why price is the most accessible and visible factor we use when choosing goods and services. Pricing, discounts, promotions - all this creates an impression of the value of the product and can stimulate to make a purchase. But it's important to remember that price is not always the only selection criterion.
Tip: When advertising promotions and discounts, include not only the old and new price, but also the percentage discount. Create a loyalty programme with the opportunity to receive discounts and bonuses for each purchase.
Emotional Engagement. ‘His and My Story.’
Humans are emotional creatures, and emotions play an important role in the decision-making process. Success stories, case studies, videos and personalised messages help to create a positive impression of the salesperson and can drive sales.
Tip from TONOP Bulgaria. Interesting content on the website, useful materials in social networks help to form an emotional attachment to the company and brand in consumers.
The psychology of limitation. ‘Order button - press it!’
A sense of urgency drives us to action. Using techniques such as limited-quantity adverts or time-limited promotions can encourage customers to act right here and now, without putting off a decision until later.
IKEA often runs promotions and seasonal sales to incentivise customers to make even unplanned purchases. Black Friday or 2-for-1 promotions stimulate a sense of scarcity, triggering FOMO and thus increasing demand and sales. Anxious feeling of being late: the sale will end and the product will be gone!
Tip. Every shopper is unique. Buyers' preferences and habits can vary widely. Segment your customer base. Split your target audience into those who buy often and those who buy rarely. Into product groups. For each segment, prepare your advertising campaigns and creatives, conduct personalised mailings.
Understanding the psychology of the online consumer is a key success factor for any online shop. TON OP doo ltd develops promotional strategies taking into account the characteristic psychological aspects of consumers. TONOP doo ltd company experts analyse customers' online resources, formulate hypotheses for split tests (A/B testing), determine the sample size, and give recommendations on marketing promotion strategies.
Our Contacts
Do you have any questions? Send us an request via this form!
TON OP DOO LTD
Address: 8 BORBA STR., PLOVDIV, BULGARIA, 4021
Mail: info@tonop.bg
Address: 8 BORBA STR., PLOVDIV, BULGARIA, 4021
Mail: info@tonop.bg