When visiting a website, there are so many factors that can affect the psychology of the user. If visitors feel dissatisfied or having something that makes them feel uncomfortable, they are more likely to click on the “exit” button. With an eCommerce website, it means that customers leave and don’t buy anything, which also means no sales, no revenue.
The important task of website owners should do is improving their site and ensures their customers will have a good experience on the website. So, in order to help website owners can create a good website, this article will bring research about e-commerce consumer psychology. You will see what factors can impact consumer psychology and how it works through the numbers.
- 93% of consumers consider visual appearance to be the key deciding factor in whether or not they make a purchase.
- 42% of users base their overall opinion of a site on its design alone.
- 52% of shoppers abandon sites and do not return because they dislike the overall aesthetics.
Read more: Responsive Web Design and 5 Big Impacts
- 96% of consumers find videos helpful when making purchase decisions online.
- Replacing image with video on the landing page increases conversion by 12.62%
- 73% of consumers are more likely to purchase a product or service if they can watch a video explaining it beforehand.
- 58% of customers assume companies that produce videos are more trustworthy.
- 76% of people say the most important characteristic of a website is ease of use.
- Improvements in usability, like upgrading navigation and information flow, can deliver up to 83% return on investment.
- Customer purchases increased by 45% when forced registration was removed from the checkout page.
Website loading speed
- Amazon discovered that for every 100 milliseconds on page load time, there was a 1% decrease in sales.
- Nearly 65% of global consumers are not willing to wait more than three seconds for a website to load.
- Customer satisfaction drops 7% for each second a website takes to load.
- Merchants promoting PayPal Credit upfront and on pages throughout their website reported on average 30% higher usage.
- PayPal transactions have a 70% higher checkout conversion than do non-PayPal transactions.
- Added Login and Pay with Amazon reduced the average checkout time by 70 seconds and resulted in a 34% uplift in conversion rate.
- 61% of online shoppers decided not to purchase a product because it was missing a trust seal.
- Adding VeriSign or Symantec SSLs helped Blue Foutain Media to increase sales by 42%.
- VWO increased a conversion rate by 32% by adding a “100% Money Back Guarantee” badge.
Shopping cart abandonment
- 56% of consumers dropped out of a checkout process when they were presented with unexpected costs.
- 68.63% is the average online shopping cart abandonment rate calculated based on 33 different studies.
- Approximately $4 trillion worth of merchandise was abandoned in online shopping carts in 2014.
- 36% of online shoppers didn’t finish a checkout process because they found a better price elsewhere.
- Only 58% of shoppers are satisfied with the ease of making online returns.
- 63% of US consumers check the returns policy before making a purchase.
- 48% of shoppers would shop more with online retailers that offer hassle-free returns.
- 57% of online shoppers prefer to use a phone to contact vendors.
- 76% of US shoppers view customer service as a true test of how much brand values them.
- 27% of young millennials will not try to resolve a customer experience failure, as compared to 13% of baby boomers.
- 68% of US online shoppers engage in live chat.
- Live chat helps to increase conversions of B2B customers by at least 20%
- 63% of US online shoppers prefer getting back to a website with live chat for a repeat purchase.
- Reviews produce an average of 18% uplift in sales.
- 77% of consumers read product reviews before making an online purchase
- 27% of mobile users read peer reviews and feedback on smartphones when in store
- 44% of consumers say a review must be written within one month to be relevant.
- 29% of consumers think testimonials are very important for building credibility.
- Adding testimonials to a website increase conversions by 34%
- Placing testimonials on the lead generation page increases conversions by 50%
- Engaged customers are 6 times more likely to try a new product or service from the brand as soon as it becomes available.
- Next, engaged customers are 7 times more likely to always respond to the brand’s promotional offers.
- Final, engaged customers are 4 times more likely to appreciate when the brand reaches out to them.
- 75% of smartphone users abandon sites that aren’t mobile optimized.
- 70% of shoppers use their mobile to look for a better price elsewhere.
- 38% of shoppers redeem coupons on their mobile devices.
Coupons & discounts
- 40% of shoppers prefer receiving discounts on purchases over loyalty program points or a gift basket.
- 68% of consumers strongly believe that digital coupons have a positive impact on a retailer’s brand.
- 40% of users look for or redeem coupons on mobile devices.
- Unconditional free shipping is the number one criterion for making a purchase.
- Orders with free shipping average around 30% higher in value.
- 47% of shoppers indicated they would abandon a purchase if they got to the checkout and found that free shipping was not included.
Read more: How Delivery Service Impact Your Business?
Customer loyalty programs
- The average repeat customer spent 67% more in months 31-36 of his or her shopping relationship than in months zero-to-six
- A shopper’s fifth purchase was 40% larger than the first, and the tenth purchase was nearly 80% larger than the first.
- 48% of customer members would like to engage with programs via a mobile device.
Read more: Ecommerce Loyalty Programs In My Eyes
- 3 out of 4 online shoppers report using social media and 43% of them discovered new products as a result.
- 37% of online shoppers indicated that a company’s social media activity wasn’t a factor in their buying process.
- Only 7% of online shoppers indicated that a company’s blog was very important in their decision-making process.
Corporate social responsibility
- A product from a brand known as environmentally friendly is a purchase driver for 45% of global respondents and 58% of those willing to pay more.
- 66% of global respondents are willing to pay more for products and services from companies dedicated to social and environmental change.
- A product from a brand known for its social value is a purchase driver for 43% of global respondents and 56% of those willing to pay more.
- 93% of online shoppers like to shop at small and local retailers.
- 61% of online shoppers say they find unique products unavailable elsewhere by shopping at local online retailers.
- 40% of consumers shop at small and local retailers to support the local business community.