Hi Reader,
For the next few weeks, I want to try something new as part of this newsletter and showcase online psychology principles and
why people buy 🧠.
For the last six years as a Conversion Rate Specialist, I’ve been researching, collecting data & conducting AB tests to understand our customers better.
I want to share the most incredible things I’ve learned. And how to apply psychology specifically for ecommerce.
So, I have an important question: which ice cream would you choose?
Now, I’m big on ice cream, especially when I’m on holiday.
That said, I would still choose the 2nd option. It just sounds better that it’s almost "fat-free."
How you present information can make a big difference in how people perceive it.
This phenomenon is known as the framing effect, and it's a powerful tool for enhancing an e-commerce shop.
Let's dive into what the framing effect is and how you can use it to boost your sales.
🎓 What is the Framing Effect?
The framing effect is a psychological concept where people react differently to the same information depending on its presentation.
In simpler terms, the way you "frame" a message can significantly influence your customers’ decisions.
Let me explain how YOU can apply this to your shop, and I’ll give you a few examples.
But first, I want to introduce you to today’s sponsor, Hotjar.
For the past seven years, I’ve used Hotjar almost daily.
I love the tool, and I use it to:
- Get a feel for how people use my website Do users use the filters on Lister pages, or maybe they don’t spend much time on the product description and scroll directly to the reviews?
- Test new features I can see if people are using the new feature like I intended, or maybe they are completely confused by it. You can see that clearly in the session recordings.
- Check that nothing has broken on the site after a new major code release. It’s just such a handy tool to have.
Hotjar has a free plan, so you can test the tool before committing to anything. Start learning more about your customers with Hotjar
💰 How to apply in E-commerce
The framing effect can help you steer customers toward making a purchase.
This DOES NOT mean you should manipulate your customers, but it helps to think about what type of customer is visiting your website and their mindset and goals.
For example, if you sell solar panels, should you frame your message around cost savings or environmental benefits of having solar? It all depends on the type of customers.
Ikea just lists out all of the different frames on their website. (Ikea used to sell solar panels? Who knew…)
This is where you need to do research, I’d use surveys or customer interviews to get a pulse on the situation.
Next, I’ll show you a few more in-depth examples.
Example #1
Let’s imagine you want people to join your email list, and you are writing copy for the signup page. You could frame your message like this:
Or, instead, you could frame it like this:
Do you see the difference?
The first example emphasizes the positive aspects of joining, and the second highlights the negative sides if you don’t join.
Example #2
You present your landing page data to your stakeholders, and you want to make a good impression on your manager. Would you say:
A. We reduced the bounce rate from 80% to 75% or
B. We increased the engagement rate from 20% to 25%
Go ahead and make your selection.
I'll wait a little...
......
Don't peak 😏
......
I bet you chose B.
Although, both of them mean exactly the same (engagement rate & bounce rate are opposite of each other).
It just sounds better when things are increasing instead of decreasing. Also, the engagement rate is what we want, and the bounce rate is - Yucky
Example #3
Imagine you have a product that costs $100. Here are two ways you could present this price:
- Savings Frame: "Originally $150, now only $100 – Save $50!"
- Value Frame: "Only $100 for a premium quality product that lasts!"
In the first example, the focus is on savings, which can make the deal more attractive to bargain hunters.
In the second example, the emphasis is on the product’s value and quality, appealing to customers looking for durability and excellence.
💡 Key Takeaways
- The framing effect can significantly boost your e-commerce sales by changing how information is presented.
- How you frame your message depends on your product, brand values & customer needs
- Always test framing before fully implementing it, as it might have a significant impact on your KPIs. The best way is to AB test different angles.
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Cheers,
Robert