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RESEARCH, ANALYSIS & TRENDS

The role of psychology in eCommerce:

Bored customers as an opportunity -

the timing matters

In the digital age, customers always and everywhere
have the opportunity to find product and service offers, 1. Priming – it depends on the context
and buy them at the push of a button. Although today’s
conditions for online trading are perfect, it is in practice An action never stands alone on its own, from a psy-
not so easy to convince customers. It is crucial to make chological perspective, it rather always emanates from
the right offer, at the right time, with the right infor- an overall context. This so-called priming effect plays a
mation. major role as well regarding the impact of received
messages. Therefore, it is important to know what is
Online shopping is primarily fiduciary, which is why we going on in the mind of a potential customer when he
stay loyal to our favorite brands and buy at the same receives a message, where he is, what he does, what
online retailer again and again – even if another vendor he is just thinking about – since all that determines how
might offer the same product significantly cheaper. he ranks the information obtained.
Meaningless and blunt arguments of new providers are
no compelling argument anymore to lure us into a shop. 2. Bored customers as an opportunity
Dealers are successful, however, when giving their visi-
tors the appropriate messages en route. It is not only Marketing analyzes regularly who responds to certain
about simplifying processes and creating positive expe- messages and how the sales thereof develops as a
riences, but also about providing relevant information result. However, it is advisable to check on what didn’t
that help customers to make a decision. Key is to give happen as well:
the customer a good feeling.
How many recipients did not even look at the newslet-
Whoever sticks to the following tips, will be able to in- ter? Who clicked it away immediately, etc? Such ana-
crease sales and conversion rates significantly: lyzes help to adapt your strategy constantly and tailor it
20 Asian eMarketing - November 2015 eCommerce & Customer Lifetime
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