Another principle of behavioral psychology, social herding, covers how humans typically follow the crowd in terms of decision-making, even though we may consider ourselves independent people. Instead, we find others with similar beliefs and values and assimilate ourselves into their group. On your e-commerce site, you can take advantage of this principle by giving your website a sense of community. For example, your product page could include information about how people have bought that product, or your newsletter sign-up could have a line that says “Join 3,000 others and subscribe to our newsletter today!”
You might think that offering your customers more choices is better, but in fact, a principle called “the tyranny of choice” has shown that when presented with too many options, consumers are likely to not make a purchase at all. Your e-commerce site might benefit from narrowing down the options you offer so that your customers can easily see the path you want them to take.
Finally, your customers appreciate default choices being made for them already. Pre-check the boxes on your website so that customers can opt-out rather than opt-in and take advantage of the extra brain space from not having to think over every small decision.
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