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Google have put out a new 'playbook' on how to encourage purchases.
It's 98 pages long, but *this* is the key part. These are common ideas, but 'the 6' provides a useful framework for *any* ecommerce company.
In this thread we'll break each of them out, from the book.
It's 98 pages long, but *this* is the key part. These are common ideas, but 'the 6' provides a useful framework for *any* ecommerce company.
In this thread we'll break each of them out, from the book.
The Six Biases: 1.
First is 'category heuristics'.
These are mental shortcuts within particular categories that help speed up judgement re whether to purchase. For example "it's 20 megapixels so it must be better than the one that's 10"; "it's 24 karat gold", etc.
First is 'category heuristics'.
These are mental shortcuts within particular categories that help speed up judgement re whether to purchase. For example "it's 20 megapixels so it must be better than the one that's 10"; "it's 24 karat gold", etc.
The Six Biases: 2.
Second is 'authority bias'.
This is the tendency to alter your opinion to match that of someone you believe to be an authority. This account is ' @ecommerce', so you may trust us more than '@dave3697845' on ecommerce topics, because of the authority signal.
Second is 'authority bias'.
This is the tendency to alter your opinion to match that of someone you believe to be an authority. This account is ' @ecommerce', so you may trust us more than '@dave3697845' on ecommerce topics, because of the authority signal.
The Six Biases: 3.
Third is 'social proof'.
This gets talked about the most. A product with 3,000 reviews at 5 stars is more likely to be clicked than the product next to it with 1 review and 4 stars, because our brains think "3000 people thought it was great, must be better"
Third is 'social proof'.
This gets talked about the most. A product with 3,000 reviews at 5 stars is more likely to be clicked than the product next to it with 1 review and 4 stars, because our brains think "3000 people thought it was great, must be better"
The Six Biases: 4.
Fourth is 'the power of now'.
Signalling related to this can help increase the likelihood of purchase. For example: "Order now for August delivery" is probably better than "Order now for delivery within 30 days", even if they're both ultimately the same.
Fourth is 'the power of now'.
Signalling related to this can help increase the likelihood of purchase. For example: "Order now for August delivery" is probably better than "Order now for delivery within 30 days", even if they're both ultimately the same.
The Six Biases: 5.
Fifth is 'scarcity bias'.
An ecommerce product detail page that says '1 left in stock' may be more likely to convert than one that says nothing, even if there is 1 left in stock. Brands like Supreme, holiday special offers, ltd editions all play on scarcity.
Fifth is 'scarcity bias'.
An ecommerce product detail page that says '1 left in stock' may be more likely to convert than one that says nothing, even if there is 1 left in stock. Brands like Supreme, holiday special offers, ltd editions all play on scarcity.
The Six Biases: 6.
Sixth is 'the power of free'.
It's almost cliché to say, but free is so powerful if used correctly. You probably don't think you want to eat nuts, but when they arrive with your drink for free you're irrationally happy.
Sixth is 'the power of free'.
It's almost cliché to say, but free is so powerful if used correctly. You probably don't think you want to eat nuts, but when they arrive with your drink for free you're irrationally happy.
Each of the above is well known, but Google believes these to be the 6 *key* biases in purchase decision making.
A perfect framework for improving any ecommerce journey.
Full report: https://www.thinkwithgoogle.com/_qs/documents/9998/Decoding_Decisions_The_Messy_Middle_of_Purchase_Behavior.pdf
A perfect framework for improving any ecommerce journey.
Full report: https://www.thinkwithgoogle.com/_qs/documents/9998/Decoding_Decisions_The_Messy_Middle_of_Purchase_Behavior.pdf
