store in Louisville, Kentucky, U.S., on Wednesday, May 29, 2019.
It may not feel like much to click a box - but it does make a difference.Ī customer pushes a shopping cart past pallets of toilet paper at a Costco Wholesale Corp. So companies look for persuasion tactics to get shoppers to follow through and click the “buy” button.Īmazon’s tactic to display a coupon option, instead of just automatically showing a discounted price, gives shoppers an extra incentive to make the purchase right away, say marketing experts.Ĭustomers also want to be rewarded for the effort they put in to shop. The top reason customers walk away: They say they were just browsing and weren’t ready to make a purchase, according to the firm. They miss out on billions of dollars of potential sales annually because of shoppers thinking twice about buying a product.Īround 70% of online shopping carts containing at least one item are eventually abandoned, according to the Baymard Institute, an e-commerce consultancy based in Copenhagen. That’s a big challenge for online retailers. The answer lies in the subtle but highly effective way Amazon and other stores use shopping psychology to influence our buying decisions.īy making us click a box, Amazon hopes to avoid the “cart abandonment” problem - when shoppers add something to their virtual shopping cart but don’t end up buying it.
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