Brain Studies Behind Conversion Behavior

Four weeks ago, I gave a speech at eCommerce Brazil 2012 in Sao Paulo, (which was a fun event, see a short coverage) on what drives conversion and brain studies behind this human behavior online.  I took my audience to a journey into a human brain and shared 3 principles of how to influence customer behavior through managing their attention.

These principles are universal since they are based on how our brain works and applicable to any human being and any site, well developed or evolving at any country.

In ecommerce, no matter which path brought each of us here, all we do is managing attention. Attention is indeed mental money. Yet, it is rather elusive and hard to keep. Unless, you get down the hood of human brain to understand all the magic that happens with attention, which drives our decisions.

After reviewing tons of articles and publications on how our brain works, and mapping against the behavior seen in online shopping, I funneled my findings into 3 strategies:

1) Be a magician. Control the experience of your shoppers.

We all think we are paying attention to the world around us, yet it is a delusion. We are wired to be selective with our mental currency and only focus on one mystery at a time.  We switch back and forth fast, yet only spotlighting the selected at any given moment.  This is due to the fact that our decision-making mechanism is limited in terms of space. When we are trying to make a decision, our mind works as a producer of a play, with a stage of a size of a children’s room, not a Theatro Municipal or Carnegie Hall, where the actors are the new information flowing in, and the audience is our past experience. Through that process we spotlight the play and do not see anything else that might be going on. Successful retailers help shoppers maintain the stage, reducing the number of interacting elements and making some guides implicit or automated via technology leading shoppers to buy faster…leading them to a great play finale!

Driving simplicity and helping your customer make a decision is how you control their stage, knowing that they can only spotlight a few actors – attributes, recommendations or featured selections. Sometimes, you will have to reduce features that you do not want people to use – hide elements or function to prevent usage or material properties. For example, Fab.com, while helping you become a member, asks only 1 question at a time, per screen to keep you focused on that action.  While, soap.com allows to have just 1 cart, in 6 sites.

So, think of each site page – having one explicit goal, that implicitly guides your shoppers to accomplish it or not. Remember, that no mater how much you would try to squeeze from a real estate of your page, your shoppers can only see in a spotlight or a tunnel, which is what you can help them do. There is a reason why conversion rate is higher in preset funnels. Guide their attention like a magician, where you want it to go, but be picky where.  If it is a search results page – make it super awesome for search, if it is a product page – make this act a decisive one for a great finale!  Now, it would be a perfect world if every visitor on your site came with one and only goal – to buy! Wouldn’t it?  But, that is not happening, whether it is your brain or their attention which is mental money, both could be going to other thoughts. To spring it back to action, you need to sprinkle some dopamine into the site experience!

2) Sprinkle some dopamine into the site experience.

Dopamine? What’s that? Dopamine is a chemical we generate in our brain and body that springs our thoughts and muscles in action once activated, it helps us focus or refocus! Without it, we cannot notice a potential mate and fall in love or get creative on demand. It is the oo-la-la feeling or eureka moment or a time you chuckle! Surprise, novelty, humor – do the trick! Or sometimes, simply meeting customer expectations of getting what they expect from shopping for your product and the exact way they are trained elsewhere online and wired through consistency, is enough.  Unique products, like Chicken poncho, on Etsy.com or hillarious reviews on Amazon.com or Gemvara’s weekly home page pick from customer Pinterest boards – all bring enough dopamine to bring attention back where it should be. Managing attention requires re-focus, realignment and naturally, a healthy dose of dopamine delivers just that! Variety is spice of life, and dopamine is a key ingredient of enjoyable site experience.

Once you got people in and run through your shopping process once, don’t you want them to come back for more?  To truly acquire a loyal customer who chooses to keep focused attention over and over again to your site is an art as well.  To make that customer come back for more, is done via oxytocin.

3) Pump up oxytocin into the shopping experience.

Multiple studies in social science evidence how fundamentally wired we are socially. To keep us happy and engaged for a long haul within our small village of close friends, family and coworkers is how nature designed us to be.  It is of no surprise that imprisonment, public humiliation or being ostracized are the worst stresses a human can intake and sometime not survive…The pain is similar to hunger or being physically endangered. In ecommerce, it translates into a more engaged and most converting customer, if he or she is socially tied into your site experience.  Sites, that imbed their products into their customer lives with all their needs to share and discuss, are rewarded by new growing traffic sources and more frequent purchases. Oxytocin makes it all nice, fuzzy and bubbly! It makes your once captured customer come back again and again and even bring his entire village with him. So, what are the examples? Zappos.com pumps up oxytocin by humanizing its shopping cart – “It is needy” as it says in its emails for abandoned shoppers, while Buy.com brings peoples’ stories on its home page to differentiate itself as a place you buy stuff from people not technology. People do things because of other people. Why this should be different in online shopping scenario?

Conversion is all about our ability to get attention from the potential customers, keep it focused for the right time to make a decision and keep that attention strategy alive for them to come back and repeat the action.

All brain studies are about how to influence people, which happen when we change their behavior from no action to an action.

Attention is a secret ingredient that powers that action.

Site experience is all about facilitating the right environment to bring to attention what shoppers came for, keep it focused for some time to solidify the decision and bring them back to repeat the same actions.

View the deck on slideshare.

Watch the video of the speech.