Monogo e-commerce news - How to influence customers choices? #38
In e-commerce it is difficult or even impossible to talk to the customer. Certainly not before a purchase. How then do you approach trying to manage purchasing decisions? It turns out that with Choice Architecture it is possible, up to a point. With ethics, of course. One tool to achieve better conversions and to take stronger care of customers' purchasing preferences is personalisation. How do you put such personalisation into practice, for example using Adobe Experience Cloud and Magento? It is best to have a partner who can help you find your way around this topic. In addition to this, today we are talking about popular payment methods and advertising. That is to say, we build the funnel, we walk with the customer along the purchase path, ending with a transaction. Check and mate. That's what it's all about!
1. Choice Architecture Ultimate Guide: How to Control Your Customers’ Decisions
Customers of your online shop make hundreds, if not thousands, of decisions every day. Such a large number of decisions indicates that some of them are made simplistically. Or automatically based on stimuli in general. Decision Architecture (Choice Architecture) is a concept created in 2008 by Thaler and Sunstein. It says that people's decisions can be influenced by organising the context in which these decisions are made in the right way. In e-commerce, there are many places where the customer has to make a decision. From choosing a shop, browsing specific products, putting them in the shopping cart and finally placing an order. You can ethically influence these decisions using the techniques described in the linked article. I emphasise - ethically. This is because we cannot resort to manipulation. On the other hand, when it is a question of satisfying the consumer with a good quality product or service, it makes sense to focus on the right choices.
2. Apple Pay Keeps Growing, but Can't Catch Visa or Paypal
Can the payment method affect conversions? The short answer is yes. But, which payment methods are favoured by customers? As it turns out in Europe, it's PayPal, Visa, MasterCard. This is the Top 3 payment methods on the old continent. Interestingly, in 5th place (also in the US) is Apple Pay. Personally, I use the Apple ecosystem and I make no secret of the fact that as soon as Apple Pay is available I always use it. Why? Because it is very convenient. Authentication via watch, fingerprint or facial scan feels natural and fast. Logging into a bank, or entering card details always and takes longer and is more prone to mistakes. For the Polish customer, blik can have a similar impact. Familiar logos also make the customer less apprehensive about entrusting money into your hands.
3. Tools to Monitor Competitors’ Ads
You have an advertising budget. You want to run advertising on social networks or search engines. You're probably asking yourself what creative and content will best reach your audience, who will then convert on your online shop? Well, all the major social media platforms (except X / Twitter) give you tools that will show you what the creatives of companies in your industry look like. Completely free of charge. You don't need to take screenshots anymore, just find what you need in the right place.
Read more: Tools to Monitor Competitors’ Ads