At PurpleFire, much of our time is spent with the consumers and prospects of our retail clients. In particular, our time is spent 1-1 with these consumers, conducting in-depth research sessions to understand their expectations, motivational factors, primary influencers to purchase and their reaction to different elements of our client’s proposition during the online customer journey.
Having just completed our latest consumer research sessions, in my latest article on Econsultancy I have provided a comprehensive list of the some of the most influential persuasive techniques that are working for our retail clients and others.
Below is the list of 9 for quick reference. For a full breakdown and some valuable quick tips for each of these points, take a look at the full article;
- Having a FREE delivery proposition
- Provide a USP bar in your site-wide header
- Quick access to both new in and sale items from the primary navigation
- Having a view of all links with a variety of useful features
- Encourage and use customer ratings and reviews
- Provide multiple photos showing products in different use cases
- Make your payment options transparent on the shopping basket
- Provide visible security assurances and trustworthy logos during checkout
- Enclose your checkout to focus visitors attention and maintain buying momentum, and provide easy access to customer service details
- BONUS – encourage account creation at the end, not at the start
More insights and best practices on e-commerce persuasion
Below is a range of links you may find usable on the subject of e-commerce persuasion:
- Booking.com: improving conversion with best practice persuasive design
- Persuasive checkout best practice from ASOS
- Shopping basket best practice from ASOS
- Lings Cars and the art of persuading visitors to buy
