eCommerce Best Practices Blog How to Steal Hearts in eCommerce Lihi Pinto Fryman October 11, 2017 4 Min Read A lot of work goes behind becoming a successful online retailer. It takes more than great products, a great website, a great mobile experience, great customer experience, and great chatbots. In fact, it requires something that isn’t completely analytical, yet very obvious, and that is emotions. As with most any decision, emotions play a large role in the final stages of making purchases, especially in eCommerce. A lot of A/B testing is required to narrow down on the best ideas and approaches for your website, and the fruits that come from the labor will make it all worth it. Tapping into the emotions of your customers and stealing their hearts goes hand in hand with understanding basic consumer psychology. Their purchase decisions are the product of several conscious and subconscious emotional triggers. In order to understand what triggers them, and use those to help boost revenue and drive conversions, there are several tips and tricks worth trying that can certainly be worth your while. The common denominator between each of the following tips/tricks is pleasure. Pleasure is the driving force that leads others to act. As such, your marketing strategy needs to incorporate elements that will make it easier for the consumer to associate your products with pleasure. Plant Ideas and Emotions with Stories Stories trigger emotions. As such, you may want to experiment replacing product descriptions with stories about the product. Only consider this if it aligns with your branding. For example, if you’re a lifestyle brand, and you’re featuring a pair of oversized sunglasses, you can try writing a product story like this: “This timeless design was inspired by the popular piece worn by Audrey Hepburn in Roman Holiday. The original was recently auctioned off for $4M, but you can still indulge in that old Hollywood charm…” Share your Story Offer your brand story to your readers, which would help establish a connection. So in the “About Us” section of your site, instead of jumping into your mission statement, get more personal. Share something like, “Our founder noticed she had a knack for sales since her days as a girl scout in Ohio in the early 80’s. She later created handmade jewelry using organic materials, and used the proceeds to pay her way through college. She became known as the ultimate female entrepreneurial powerhouse. As demand began to exceed her supply, she realized it was time to expand…” Humanize your Brand Did you realize how people feel personally connected to Facebook, because Mark Zuckerberg puts himself out there? The same applies with Amazon and Jeff Bezos, and we can never forget the fandom created by Steve Jobs. Putting faces to the brand goes a long way in making consumers feel that the brand is their friend. Capitalize on FOMO- Fear Of Missing Out It sounds negative, but really isn’t: fear drives conversions. Consumers are quick to jump on limited time offers (redeem this code by midnight.) They are also quick to jump on anything needed to eliminate pain and increase pleasure (show mom you care with this holiday bouquet.) These tactics require a lot of experimentation, and mind hacks. You’ll have to use words such as “exclusive,” “reward” and “gain.” You’ll also have to explain what they can stand to lose, while putting emphasis on personal benefits. Market Giving Back Consumers have a more positive image of online retailers that support charities they care about, and would even go as far as switching between retailers if it meant supporting a cause with each transaction. It’s not for nothing that companies such as TOMS and Warby Parker became extremely popular very quickly. Use Social Proof Social proof helps build trust, and there are many ways this can be done. Some of the more popular methods include reviews, testimonials, celebrity endorsements, numbers (500+ orders placed today; or 15 of your friends ordered this month), and listing of awards and certifications in your industry. Tapping into the emotions of your consumers and prospects using these tricks will make a noticable difference in your conversions. But again- it requires a lot of A/B testing in the beginning to really get it right. Some will work better than others. Regardless of the approaches you decide to take, remember to be respectful and keep your honesty and integrity front and center.