The Psychology of Conversion: What Drives Shoppers to Convert?

Conversion rate marketing for ecommerce businesses can be a bit different than traditional lead generation and sales funnel marketing. Online shoppers are often more interested in getting the best deal, or finding the perfect product, rather than simply making a purchase from the first store they visit. This means that your conversion rate marketing strategy needs to focus on bringing value to the shoppers.

There are a few key psychological factors that you can keep in mind when crafting your conversion rate marketing strategy for ecommerce. Understanding what drives consumers to convert will help you create a more effective campaign.

Why Customers Abandon Online Shopping Carts

This report has exclusive data on the top reasons customers don’t complete online purchases, plus ways your store can stop abandoned carts.

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The Psychology of Conversion: What Drives Consumers to Convert?

Several factors can influence conversion, but some key psychological elements include trust and value.

When consumers shop online, they want to know that they can trust the site. This means having a professional-looking website, providing clear and accurate product information, and offering customer service options.

Value is also important for conversion. Online shoppers are often looking for the best deal, so it’s important to offer competitive prices. You can also bring value by offering free shipping or other discounts.

If you’re looking to improve your conversion rate marketing campaign, focus on building trust and bringing value to shoppers. By doing so, you’ll be more likely to persuade them to make a purchase

Trust: Why it’s important for online shoppers

Trust is important for online shoppers because they want to know that their personal information is safe and that they’re getting what they paid for. A professional-looking website helps to build trust, as does providing clear and accurate product information. Customer service options are also important in building trust with consumers.

Some ways you can build trust with your shoppers include: 

  • Having trust badges on your site like SSL, accepted payment badges and third-party endorsements 
  • Having social proof from real people on your site like reviews 
  • Ensuring your site works well and is speedy—nothing damages trust like a buggy website. 

Don’t forget about the checkout experience when you’re thinking about trust. A recent survey by Bolt showed shoppers consider knowing their purchase information is secure is one of the most important factors of a checkout. With solutions like Bolt, you can give your customers a trusted checkout experience that also delivers a seamless one-click checkout.

Value: How to bring value to shoppers

One way to bring value to shoppers is by offering competitive prices. Depending on your target audience and the type of products you sell, this may be the most important lever you can pull. 

But remember, value isn’t just about how much the item costs. There are many ways to deliver value to your shoppers to boost your conversion rate.  

You can also bring value by offering free shipping. In fact, shipping & tax fees were the top-cited reason why shoppers abandoned their carts. If it works for your business, try to offer free shipping even if you have to bake that cost into the price of the item. You could also offer free shipping only if shoppers hit a certain dollar amount in their cart. 

Don’t Forget About The Basics For Conversion

If you’re looking to improve your conversion rate marketing campaign, focus on bringing value to shoppers and to instill trust. By doing so, you’ll be more likely to persuade them to make a purchase.

But, don’t forget about the basics for conversion. This includes: 

  • Having an easy-to-use online store where shoppers can easily add items to their cart—product page checkout buttons can really come in handy here.
  • Make sure your checkout page is designed well: this should include having a mobile-friendly design, giving shoppers multiple payment options, having trust signals and badges, and more. 
  • Making checkout as simple as possible without sacrificing security or flexibility. 

Solutions like Bolt make it easy for merchants of all sizes to boost their conversion rates with secure, one-click checkout. And when you combine the psychological aspects of conversion with the technical improvements, you’re setting your business up for massive success. 

Why Customers Abandon Online Shopping Carts

This report has exclusive data on the top reasons customers don’t complete online purchases, plus ways your store can stop abandoned carts.

Download eBook
ThinkShop by Bolt does not constitute professional tax or financial advice. Contact your own tax or financial professional to discuss your situation.