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By Omri Yacubovich Head of Biz Dev & Marketing @Commerce Sciences 17 Slides on: How do online shoppers think? Behavioral concepts any retailer should learn Online Shoppers Behavior Introduction A Http://Startupblog.co.il Conversino optimisation for ecommerce site. Increase your ROI by applying behavioral science into e- commerce. Offer targeted real-time offers and increase sales

How do online shoppers think? Intro to your shoppers mind

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Apply behavioral sciences into your e-commerce site and increase conversion rates. Learn how do online shoppers think and discover the exciting field of behavioral economics.

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Page 1: How do online shoppers think? Intro to your shoppers mind

By Omri YacubovichHead of Biz Dev & Marketing @Commerce Sciences

17 Slides on:

How do online shoppers think?Behavioral concepts any retailer should learn

Online Shoppers Behavior

Introduction

A

Http://Startupblog.co.il

Conversino optimisation for ecommerce site. Increase your ROI by applying behavioral science into e-commerce. Offer targeted real-time offers and increase sales

Page 2: How do online shoppers think? Intro to your shoppers mind

Hi,

My name is Omri Yacubovich. I'm an Israeli entrepreneur, script writer and innovation leader.

I'm currently heading the Business Development and Marketing @ Commerce Sciences –the first to apply behavioral science into E-Commerce. We are venture backed by Google's Chairman, Eric Schmidt, delivering significant conversion uplift for 1000+ online retailers including US Top 100 retailers.

Keep in touch!

About me

twitter.com/Omri_YacubovichFollow me on facebookConnect with me

f

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Page 3: How do online shoppers think? Intro to your shoppers mind

Introduction

if (humans are rational) and (free to make decisions) then rational decisions are made

Common Belief

If our prices are always low, as they would if we offer coupons, we can dismiss coupons

In J. C. Penney's words

WRONG!

WRONG!

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Page 4: How do online shoppers think? Intro to your shoppers mind

Introduction

1+1 = 2

1+1 = 11

Mathematics and Decision Making

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Page 5: How do online shoppers think? Intro to your shoppers mind

Introduction

There are some factors that affect decision making abilities and cause people to make

irrational decisions -Wikipedia

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Page 6: How do online shoppers think? Intro to your shoppers mind

Introduction

How do we make decisions?

Imagine that every time you cross the road, you would have to calculate the cars driving speed, your walking speed, the length of the road etc.

How much time would it take to cross the road? Would you be able to cross the road at all?

A car goes from point A to point B, at a rate of 57 mph...

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Page 7: How do online shoppers think? Intro to your shoppers mind

Introduction

How do we make decisions?

Instead of taking into account all the relevant data, our brain uses heuristics in order to make a decision.

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Page 8: How do online shoppers think? Intro to your shoppers mind

Introduction

heuristics are simple, efficient rules which people often use to form judgments and make decisions” -Wikipedia

HeuristicsDefinition

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Page 9: How do online shoppers think? Intro to your shoppers mind

Introduction

Heuristics usually give reasonably good results

quickly & easily

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Page 10: How do online shoppers think? Intro to your shoppers mind

Introduction

But there are some hidden traps - behavioral biasesMany of these biases affect belief formation, business and economic decisions, and human behavior in general

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Page 11: How do online shoppers think? Intro to your shoppers mind

Introduction

A cognitive bias is a pattern of deviation in judgment, whereby inferences of other people and situations may be drawn in an illogical fashion.” -Wikipedia

Cognitive BiasDefinition

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Page 12: How do online shoppers think? Intro to your shoppers mind

Introduction

Common Cognitive Biases

Framing effect Anchoring Availability heuristic Reactance

Zero-risk bias Ownership bias

Loss aversion

Omission bias

Distinction bias

Duration neglect

Illusion of control

Bandwagon effect

Gambler's fallacy

Stereotyping

Information bias

Less-is-better effect

Confirmation bias

Pseudo-certainty effect

Page 13: How do online shoppers think? Intro to your shoppers mind

Introduction

the tendency to rely too heavily, or "anchor," on one trait or piece of information when making decisions.” -Wikipedia

AnchoringDefinition

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Page 14: How do online shoppers think? Intro to your shoppers mind

Introduction

AnchoringExample

According to Nobel Prize awarded economic and psychological researches (Kahneman & Tversky) , when people have uncertainty about the price of a product, they often look for information from surrounding offerings and willing to pay higher prices when "anchored" by an higher price.

Kindle offer in Amazon.com:

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Page 15: How do online shoppers think? Intro to your shoppers mind

Introduction

AnchoringExample

When people receive discount they are automatically “anchored” to the price before reduction.

What's more appealing?

Product A Product B

$21.10Save 20%

$26.99 $21.10

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Page 16: How do online shoppers think? Intro to your shoppers mind

Introduction

a tendency to prefer the complete elimination of a risk even when alternative options produce a greater reduction in risk (overall).” -Wikipedia

Zero risk biasDefinition

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Page 17: How do online shoppers think? Intro to your shoppers mind

Introduction

Think QuicklyChoose between a FREE $20 coupon to Apple store, or a $30 coupon for eight dollars.

Which one would prefer to get?

FREE $20 Coupon

$30Coupon

Get Free Coupon Buy for $8

Or

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Page 18: How do online shoppers think? Intro to your shoppers mind

Introduction

Zero Risk BiasExample – Soap.com homepage

The FREE offer is more valuable than offering the a few dollars discount, equivalent to the delivery price.

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Page 19: How do online shoppers think? Intro to your shoppers mind

By Omri YacubovichHead of Biz Dev & Marketing @Commerce Sciences

17 Slides on:

How do online shoppers think?Behavioral concepts any retailer should learn

Online Shoppers Behavior

Introduction

A