How to Use Human Nature to Sell More Online
Alright, picture this: your online shop is like a posh boutique, gleaming and well-stocked. But it’s sitting smack in the middle of nowhere. You get visitors, sure, but they’re just browsing and window-shopping. Annoying, right? You're not alone.
See, folks don't whip out their wallets based on logic. Nope, they buy on instinct, emotions, and those funny little quirks that make us human. Here’s the secret sauce for boosting your online sales: think like a behavioural psychologist, not an accountant.
It’s high time you stop doodling your sales funnel around data-driven avatars. Real customers are wonderfully unpredictable. Let’s see how tweaking a few psychological knobs can turn ‘maybe next time’ into ‘take my money.’
Why the Mind Matters in Online Shopping
There’s a little bump in the road we call ecommerce: most buyers don’t know why they click ‘buy.’ And most brands aren’t sure why their visitors hit the back button.
- Could that low-converting product be mispriced, or are you overwhelming folks with too much info?
- Are abandoned carts due to poor design, or are people just worried they’ll regret their choices?
- If the £25 T-shirt gathers dust while the £60 one flies off the shelf, is it quality or the fancy name that’s doing the trick?
As the clever Dan Ariely once said, “We’re feeling machines that think—sometimes.” And he's spot on. Let’s dig into ten psychological tricks that turn hesitant browsers into loyal customers.
10 Psychological Tricks for Better Sales
Below are cunning little tactics from the brains of the biggest brands. These don't scream “SALE!” but gently whisper “Trust me, you want this.”
1. Anchoring to Set a Bargain
Most of us have no idea what things should cost. We compare. Put an £89 product next to a £149 version, and suddenly, £89 looks like a steal. Williams Sonoma, the purveyors of fancy breadmakers, know this trick well.
2. Social Proof to Ease Nerves
People feel better seeing others raving about things. Whether it’s a moisturiser that boasts 427 glowing reviews or popups announcing “Anna in Leeds just bought this,” it takes the edge off decision-making. Who wants to be the only one missing out?
3. Scarcity and Urgency for a Nudge
"Only 2 left!"—if it works for concert tickets, it works for gadgets. But don't overdo it. Talk about real stock levels or those seasonal offers your clock’s counting down on.
4. Loss Aversion Instead of Gains
A gentle tweak here: instead of shouting “20% off now,” say “Don’t miss your favourites—offer ends tonight!” Loss stings more than gains excite. It nudges folks towards action more than dangling a carrot ever could.
5. The Decoy Effect for Better Choices
Want to push that £79 option? Offer a slightly inferior version at nearly the same price. It’s like The Economist’s subscription trick. It sheds light on the value you really want to highlight.
6. Commit and Keep Going
People finish what they start. Get your customers to add an item to their wishlist or take a quick quiz. Those small engagements mean they’re more likely to come back and click ‘buy.’
7. Choice Architecture for Clear Decisions
Too many options confuse. Keep it simple like Apple. They offer just a few colours and minimal configurations, yet turn browsers into buyers with ease.
8. The Power of Reciprocity
Give a little to get a lot. Offer a size guide, a personalised nudge, or a freebie. It’s like giving a small gift—people feel inclined to return the favour.
9. Light Friction Adds Value
Invite buyers to customise a product just a tad. It’s a bit like building an IKEA chair; the more you work on it, the more you love the finished piece.
10. Cognitive Ease for Trust
If your site is a brain puzzle to navigate, folks will leave without warning. Make reading easy, smooth out that checkout process, and keep it all breezy. When things are easy, trust flows naturally.
Clever Brands, Savvy Shoppers
Take a look around. Watch ASOS with their commitment-style wishlists. Those aren’t just for convenience—they’re a clever little hook. Booking.com uses social proof and urgency so expertly, you won’t even realise you’re being nudged. Apple strips choices down to guide you toward those pricier options without breaking a sweat.
Chat with Your Shoppers, Don’t Just Sell
You’re not flogging firewood here. You’re offering easy living, thrills, a slice of identity, and a bit of peace. So next time you’re setting up that campaign or fiddling with your product page, think a bit deeper.
- What might make someone hesitate?
- Are you spoon-feeding or overwhelming?
- Is there a spark of warmth in your message?
These brands win by understanding, not just optimising. Lean into humanity. Because in ecommerce, it’s not manipulation, it’s a proper understanding of what gets people ticking.
Give It a Go
You don’t need to revamp the whole shop. Just try one cheeky little nudge:
- Turn your next sale into a nail-biter by using loss aversion
- Trim your product variant list for clarity
- Add a pinch of social proof so shoppers feel they’re in good company
Stop second-guessing strategies. Understand the delightful oddities of human nature, and craft your game plan to spark curiosity, connection, and a decision in the minds of your perfectly imperfect customers.
Fancy giving your conversions a real boost with a splash of psychology? Test a theory, take a chance, and always remember: in the world of ecommerce, it’s the nudge that sends the ripple.
