My colleague Craig Murphy helps companies improve e-commerce
revenues using what he calls “online sales psychology.”
Essentially, he applies principles of psychology to improve
How does it work?
As an example, take a look at Amazon.
The core elements on their website are:
>> Search bar across the top of the page.
>> Login area.
>> Main featured image that rotates through a select few
What’s happening here is Amazon is conditioning their users to
They have spent millions and millions of dollars researching the
psychology behind their website — what users see first, what
they expect to see first, where they click, and why they click
By doing this Amazon tailors their website around expectations
and also sets expectations for the rest of the web.
That being the case, say you are looking to create an ecommerce
You put your search bar down the very bottom out of site.
You don’t include a login.
And instead of showcasing featured products, you highlight the
about your company section.
Would this work as well?
Does this fit in with what your prospects are expecting?
Does it get the consumer from your homepage to a product page to
checkout as quickly and smoothly as possible?
Amazon has already done the hard work for us of determining what
works on e-commerce sites … so why not learn from their expensive
Avoid reinventing the wheel and copycat a winning formula
For instance, on product search result pages, the search filter
options are typically down the left hand side as is the case with
Why? Because the western world reads left to right … and the web
has conditioned people as a standard to expect search options on
the left hand side.
As an experiment, on a development server, try adding your search
options to the right hand of your website.
You’ll see how odd it looks. Moving it to the left should give a
better visual appearance, user interface, and improve sales.
Always remember to keep your important page elements — including
images, headlines, and most importantly call to action (CTA)
buttons “above the fold.”
If you don’t, and users have to scroll down to find the CTA
button, conversion rates will plummet.
You can use www.inspectlet.com screen recording software to track
visitor activity on your website and follow the actions that they
take from start to finish.
Analytics may tell you there’s an issue. But screen recording
software such as inspectlet will show you exactly what the