Google has a new report on online shopping behaviour.
It’s a meaty and fascinating report with some surprising findings.
Here are the key points and takeaways.
thinkwithgoogle.com/consumer-insig…
It’s a meaty and fascinating report with some surprising findings.
Here are the key points and takeaways.
thinkwithgoogle.com/consumer-insig…
Using their huge repository of search data, Google asks the question:
How do people actually shop online, and how do they decide what to buy?
At a glance, most online consumer journeys don’t look like an orderly funnel. They’re a chaotic, messy scribble.
How do people actually shop online, and how do they decide what to buy?
At a glance, most online consumer journeys don’t look like an orderly funnel. They’re a chaotic, messy scribble.
In general, online consumers explore their options, expand their knowledge and consideration sets, then – either sequentially or simultaneously – evaluate options & narrow down their choices.
This makes it very difficult to identify the exact reason why someone chooses X over Y.
This makes it very difficult to identify the exact reason why someone chooses X over Y.
Between the twin poles of trigger and purchase sits the messy middle.
HOW TO INFLUENCE THE MESSY MIDDLE?
After doing their research, how do online shoppers make the final choice?
Google has identified 6 heuristics that trigger purchases in the messy middle.
After doing their research, how do online shoppers make the final choice?
Google has identified 6 heuristics that trigger purchases in the messy middle.
1. Category heuristics
These are shortcuts or rules of thumb that help make a quick and satisfactory decision within a category. For example, how many MP the camera has on a smartphone, or how many GB of data in a mobile phone contract.
These are shortcuts or rules of thumb that help make a quick and satisfactory decision within a category. For example, how many MP the camera has on a smartphone, or how many GB of data in a mobile phone contract.
2. Authority bias
We alter our opinions or behaviours to match those of a subject authority. For example, students receiving financial advice from a renowned economist will 'offload' the burden of the decision process to the expert.
We alter our opinions or behaviours to match those of a subject authority. For example, students receiving financial advice from a renowned economist will 'offload' the burden of the decision process to the expert.
3. Social proof
We tend to copy the behaviour and actions of other people in situations of ambiguity or uncertainty. For example, without thinking, we might click on an ad that includes a four- or five-star rating, drawn to what appears to be a popular choice.
We tend to copy the behaviour and actions of other people in situations of ambiguity or uncertainty. For example, without thinking, we might click on an ad that includes a four- or five-star rating, drawn to what appears to be a popular choice.
4. Power of now
Humans are wired to live in the present – our evolutionary survival hinged on our ability to deal with the problems of the here and now rather than our ability to plan for the future.
Humans are wired to live in the present – our evolutionary survival hinged on our ability to deal with the problems of the here and now rather than our ability to plan for the future.
5. Scarcity bias
...is based on the economic principle that rare or limited resources are more desirable.
Limited time, quantity and access can persuade people to purchase.
...is based on the economic principle that rare or limited resources are more desirable.
Limited time, quantity and access can persuade people to purchase.
6. Power of free
There is something special about $0. In one study, people were given the option to choose between a free $10 gift card and a $20 gift card that could be bought for only $7. More people chose the $10 gift card, despite the other option offering superior value.
There is something special about $0. In one study, people were given the option to choose between a free $10 gift card and a $20 gift card that could be bought for only $7. More people chose the $10 gift card, despite the other option offering superior value.
Combining these heuristics has a powerful effect.
Across 31 different market categories, second favourite brands supercharged with all six cognitive biases, the result was a profound shift away from the favourite.
Across 31 different market categories, second favourite brands supercharged with all six cognitive biases, the result was a profound shift away from the favourite.
Applying all 6 biases to a product or service was enough to make 90% of people change their purchase from a previously favoured brand.
KEY TAKEAWAYS
1. Even a brand you’ve never heard of can disrupt preferences in the messy middle.
While established brands still exerted a powerful pull, the biases had the effect that behavioural science theory said they would.
1. Even a brand you’ve never heard of can disrupt preferences in the messy middle.
While established brands still exerted a powerful pull, the biases had the effect that behavioural science theory said they would.
2. Brands (still) matter. About 50% of shoppers remained loyal to their favourite brand even when the alternative offered a vastly superior proposition.
3. Presence can be all it takes to shift preferences in the messy middle.
Sometimes all it takes to make a big impact is to show up at the right time. Simply giving a shopper the option to choose their second choice brand was enough to entice 30% away from their initial choice.
Sometimes all it takes to make a big impact is to show up at the right time. Simply giving a shopper the option to choose their second choice brand was enough to entice 30% away from their initial choice.
Marketers need to apply as many heuristics as they can to their products and services. You'll rarely be able to use them all, but the more you use the more successful you will be in selling online.
