Design according to PET factors, that is, Persuasion, Emotion and Trust, focuses around elements that influence interactions with users in such a way as to lead them to the desired action. In the case of the e-commerce industry, this action defined as success will lead to a purchase, increase in conversions and return customers. From the article you will learn what elements need to be taken care of in order to lead users to make a purchase decision.
Below we present 15 simple tricks to influence e-commerce customers divided into 3 main factors: persuasion, emotion and trust.
Persuasion
1. There are various kinds of discounts available on the site, rewards or discounts to encourage purchases.
2. The contrast between the products is visible — in the navigation and in the listing, products in promotion, news or special offers are highlighted. In addition to the difference in colors, the distinction of the product in the list is also used, e.g. due to the enlargement of the product box. In order to highlight the selected service or special offer, a banner is often interspersed with the products in the list.
3. On the website there is a communication confirming the so-called social proof of rightness — users see, for example, how many people have trusted a given brand, what they think about it, which products they choose most often, etc.
4. Some products are limited edition, the possibility of purchase is limited in time, in case of promotion, information about their end date is visible — these types of restrictions affect the faster decision of users to buy, they will not postpone it for later.
5. In the store some products or services are available for free — e.g. free shipping or returns, additional gadgets to order, free e-book, etc. Any messages containing returns such as “free”, “free”, “free” have an encouraging effect on users.
6. On the site you can find tips, customer reviews or photos of purchased products — this type of elements will have a positive impact on users, who often seek feedback before buying, ask friends for recommendations, seek support in making a decision and confirmation that other customers are satisfied with the choice.
Emotions
7. Photos, illustrations, animations that engage users in exploring the store, but also show emotions, behaviors or beliefs with which the user identifies — it is worth making sure that at first glance it is possible to identify the character of the brand and to determine to whom it addresses its products.
8. The store tells a story about itself, shares its experience, carries a message — it is worth using the history of the brand, the process of creating products or, for example, the idea of caring for the environment that guides the brand.
9. The site has introduced micro-interactions that increase user engagement, but also make the site feel “alive” — interaction with the elements of the interface involves an automatic response, confirmation of the execution of the action in a delicate but distinctive way. At the same time, the site is not overloaded with this type of interaction, which only appears in the most necessary places, e.g. when configuring the product, adding the product to favorites or to the cart, at the time of finalizing the purchase, etc..
10. Products “have” emotions — photos and passwords influence a positive perception by users, who are then able to quickly make a purchase decision and become attached to the product. Thanks to this, the subsequent use of the product will cause the desired emotions in users, to which they will want to return.
trust
11. The store is reliable — provides various possibilities of contact during certain working hours, responds to users' messages, informs about the location of stationary stores, if any.
12. On the site you can find information about the company — such as the address, but also photos of employees or offices. Additional information about the company, its history and values is a confirmation for users that there are real people on the other side of the store.
13. Content is constantly refreshed — the website is updated due to current trends, seasonal offers, etc. The lack of this element will negatively affect the perception of the store by the recipients, as it will give the impression that no one “takes care” of the store, which will lose its credibility.
14. Product Warranty Policy — the procedure for returns and complaints is simple (users do not have to scan documents, go through a long acceptance process, etc.). This type of information is always available to the user, highlighted in the footer of the page or in its header.
15. SSL certificate is implemented on the website — a protocol that secures communication and payments on the Internet. In addition, it is worth noting the safety of purchases after the user enters the purchase process.
Adhering to the above rules will definitely help you influence users, encourage them to buy, connect with them and build trust. Choose which recommendations can be implemented in your store and which elements will work for your customers. If you are hesitant about what information will be crucial for users, you can run A/B tests and other UX researchto see which items they click on most often. On the other hand, to check the communication style or brand image, it is better to conduct surveys or individual in-depth interviews. Usability tests at the design stage of the website or even after a partial implementation will be a good choice to test functional issues, but they can also be a good opportunity to check whether the established brand image will work on users, whether they pay attention to it at all and if they identify with it during the exploration of the store. Find the perfect measure that will be possible to introduce in your store and at the same time will work on users.
