With the economy in jeopardy and $680 billion in projected online sales this year at risk, online retailers are making it ever easier for shoppers to buy. Through product placement, color conditioning, sense of urgency, ease of use, and the power of One-Click shopping, the most steel-willed window-shopper can end up buying sooner than anticipated.
In a brilliant graphic, the site Most Wanted details a myriad of sneaky ways that online retailers are pulling out all the stops to get you to open your wallet and type in your credit card details. Some of the methods, like yellow text equating a feeling of “Act Now!”, are familiar, but others will surprise you, like the fact that when Dell changed it’s message from “Learn More” to “Help Me Choose” it made them an extra $25 million in sales.
1. Color subconsciously creates emotions: Blue = Trust & Security, Yellow = Act Now!, Green = Wealth, Black = Luxury
2. Product videos lure you in. Product description vids boosted Zappo’s sales by 6%-30%!
3. Carefully selected words make you spend more.
4. Making purchasing easy is key. Retailers employ: one-click shopping, renewing purchases automatically, quick load times on pages, shopping via your smart phone, and stored credit card details. Did you know that people spent twice as much shopping eBay on their smart phones in 2010 vs. 2009– to the tune of $1.5 billion!
5. You are influenced by what other people say. Whether it is Tom Cruise boosting sales of Ray-Bans because of the sunglass’ starring roles in Risky Business and Top Gun or word of mouth in reviews, you are being influenced. A lot.
6. Shoppers will pay 20%-99% more for a 5-star reviewed product that a 4-star one, according to comScore. The reviews really do matter.
7. There is no such thing as a free lunch. Free shipping = more shopping, reduced prices, no matter how low, add up super fast in your cart, and free trials will always be just another way to lure you in.
8. Anything with a timer or short sales window will add to the urgency of your shopping and make you afraid you’ll miss out if you don’t act now, but you’ll also feel like an insider for finding the “deal.” Groupon, Ticketmaster, and airline sites that show you how many seats are left on the plane are all using this strategy.
9. “Helpful” email reminders of items you “forgot to buy” are opened by 50% of shoppers vs. the usual 10% that open retail emails. 25% of you will then go on to click a link in that reminder email which gets you right back where the retailer wants you: shopping!
10. Retailers want you to forget how much you spent. They do this by delaying your receipt email, which will disconnect you from the purchase and the dollars you just parted with.
Graphic by Simon Migliano and available to see in full here.
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