Since the beginning of time, people have been trying to understand human behavior and the workings of the mind. However, this did not occur until the early nineteenth century when psychology transitioned from a philosophical nature to a scientific one.
How Does Customer Psychology Manifest in E-commerce Today?
Customer psychology plays a significant role in e-commerce today. Every user interaction with your business is a psychological and emotional dance. In this section, we will discuss two important theories and how they play a huge role in e-commerce today.
Transitional Change Model and Stages of Change
The transitional change model, also known as the stages of change, focuses on the life cycle of smokers trying to quit smoking. However, comparing the experiences of smokers who have successfully quit reveals a remarkable similarity to the typical customer journey map today.
Behavior Change Model and Motivation Science
The second theory we will discuss—the behavior change model—was developed by Dr. BJ Fogg. This model aims to explain how human behavior works and why it happens or does not happen specifically. Human behavior can occur only when motivation, ability, and trigger align.
Collecting Customer Data to Create Psychology-Based Profiles
There are several crucial methods to create psychology-based profiles you can leverage in your sales funnel. The first step in building accurate profiles is understanding the target demographics of your target market. You can quickly access this information through Google Analytics reports.
Testing the Motives Your Audience Responds Best To
Once you have collected strong data for your personas, it’s time to test the motives. You can start testing by running Facebook ads to see which motive resonates with your audience. Then, test the winning motives using your landing page or incentives for email sign-up.
Surveying Current Customers
Next, it’s time for qualitative research to understand the voice of the customer. Surveys can help understand the issues that have been solved or not addressed in the current customer journey.
Data Aggregation to Create a Profile
After completing the previous steps, you should have a detailed profile you can use to add a personal touch and target customers better than ever before.
Customer psychology is everything when it comes to building a profile. It tells you the specific triggers that can be used to move customers from stage one to stage two. It can also help you know when to pull back a little and nurture customers before selling again.
Gather all the data from the previous steps to create several customer personas you can leverage as categories for selling in e-commerce.
And remember, with great power comes great responsibility. Understanding user behavior can make you a great marketer, but being manipulative doesn’t pay off in the long run. Market to your customers, not at them. Explore their deepest wants. Then, create a product and brand that meets those deep needs.
Ultimately, if you do this well enough and provide enough value to your customers, you will end up with a real, long-term relationship, and that is the key to long-term customer value and success in online business.
Source: https://www.shopify.com/enterprise/customer-psychology-ecommerce
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