The Psychology of
Hidden factors that influence online purchases.
Before the Purchase
Darken the Top Border of the Interface
A dark border separates the exit tabs in the browser from the main interface.
Use Visuals in the Early Stages of Choice
Customers prefer visual options in early stages of choice.
Arrange Products Horizontally for Browsing
Customers browse horizontally, but they search for specific products vertically.
Activate a Which-to-Choose Mindset
A single choice primes people to make more choices.
Insert the User's Photo into the Interface
Bridge the intangible gap between the real and digital world.
Restrict the Quantity of Status Products
Scarcity intensifies the competition for status.
Reframe Products to Be Chronologically Newer
People like new stuff merely because it's new.
Show Imperfect Reviews
Imperfect ratings are more persuasive.
Insert Persuasive Content into Reviews
Reviews are more persuasive when they show the reviewer's name, verification status, and product imagery.
Respond to Negative Reviews
Only 4 percent of businesses respond to negative reviews, yet these responses boost sales.
Reviews With Swears Are More Persuasive
Profanity communicates stronger feelings about products.
Bring Buttons to the Foreground
Buttons feel more clickable when they appear physically closer.
Describe the Concrete Next Step
Choose concrete words that depict a vivid image of the next immediate action.
Avoid Cutesy Text and Exclamation Points
Choose button text that people would normally say (and how they would say it).
Display Ugly Rejection Options
You could uglify rejection options with weird fonts, unbalanced positioning, or wide letter-spacing.
Show a Positive Statement Near Buttons
When users look at a button, they imagine taking this action. Nearby positive statements trigger a more pleasant simulation of the action.
Mention the Word "Click" or "Tap" Near Buttons
While reading verbs, you simulate the depicted motor actions.
Ease the Symbolic Motion of Progress
Downward motion seems stronger because of gravity. A downward progress bar feels more capable of reaching the end.
Hide Exit Links in the Checkout
Links in your navigation menu will dilute the purchase.
Deemphasize Your Coupon Field
Seeing this field is painful for customers who don't possess a coupon.