Tricks of the Trade – How Shopping Sites Influence Our Buying Decisions

It’s hard to know how to feel about living in a world of one-day shipping and one-day returns. On one hand, the convenience alone is worth keeping your lips zipped. But, have you thought about how shopping sites influence our buying decisions?

We’ve all been bailed out more than once by a big box product showing up on the doorstep the day after you ordered exactly what you needed. On the other hand, it’s hard to wrap your head around how many instances you’ve hit the “checkout” button for something you actually didn’t need in the first place.

Why do we end up overspending time after time? Well, convenience has a part to play in the madness, but that isn’t the only factor in your purchasing habits. Did you know that years of studies on the psychology behind online shopping have supplied retailers with the science behind the way you buy?

It’s no surprise that shopping sites use this unique understanding of the human mind to get the biggest bang for your buck. Understanding how websites are designed to influence your purchases can help give you a leg up on keeping your pennies safe – read on for a few tricks of the trade that your favorite websites may be using to sweeten the deal.

Understanding the psychology

As explored in ExpressVPN’s research, psychology plays a major part in our eagerness to hit “purchase,” and retailers certainly capitalize on these principles of science to drive more products into your cart. What components of how we feel might influence overspending?

• Emotional triggers. Have you ever heard of retail therapy? I’m sure you have – this is it. It’s easy for websites to capitalize on your natural feelings of happiness, sadness, or confusion and conveniently have the perfect product to go alongside how you feel.
• Social influences. It’s no secret that we’re inspired or influenced by the purchases and possessions of our friends, family, heroes, and celebrities. Additionally, products that serve as status symbols feel even more necessary to an eager buyer.
• Taking advantage of dopamine. Everyone knows dopamine, your body’s natural neurotransmitter that is related to all things pleasurable. Dopamine can be found in the form of the “feel good” response your mind has to shop, which makes the activity even more addictive and subject to impulse. Not fair!

Understanding the back-end

Catering to our mind’s natural currents is only part of the strategy. Beyond the dopamine and emotional influences, it’s not uncommon for retailers to employ subtle but effective hooks throughout their web design and purchasing flow. Some of these may seem obvious from your experience shopping on the web, but I’m sure you’ll be surprised by the intention behind some of these strategic moves.

• Creating a sense of urgency. You’ve seen “only one left!” pop up on the page of a product you’re looking at, right? Creating a veil of urgency or exclusivity can prompt you to purchase sooner than you would otherwise. The same goes for countdown timers that may or may not have real consequences when they run out.
• Cross-, up-, and down-selling. By recommending other products similar or complementary to what’s in your cart, retailers can increase their order sizes with product recommendations catered to your history. Websites will even call attention to other purchasers in your area who have grabbed the product you’re looking at, creating social proof. In some cases, companies will suggest a lower-priced item if they think it might make for a faster purchase. Wild!
• Discounts. A sale is pretty straightforward, but retailers use even more nuanced practices to entice you into making the purchase. This can appear in the form of volume discounts (buy more, save more), promo codes sent after a cart has been abandoned, surprise flash sales, or free shipping after meeting a certain cart size.
• Don’t let go! Have you noticed over the years that retailers are doing more and more to keep our attention and ensure they aren’t forgotten? Push notifications on your mobile device, subscription models, and retargeted ad campaigns are key examples of your favorite stores digging their heels in for the sale.

If you’re looking to learn more about the backend after your package ships, check out How Online Tracking and AI improve the Customer Experience

Playing your part in savings

While it’s a big help to understand some of the trade tricks retailers use across e-commerce websites to increase their sales, having a few tricks up your sleeve can help to rake in savings while curbing any unnecessary overspending. Beyond looking for sales and promo codes, here’s what we recommend.

• Look for localized deals. This is particularly useful for services like airline tickets or hotel bookings, where prices vary based on your browsing location. By changing your virtual location, you can unlock better deals than what’s offered in your actual region.
• Price comparisons. The first price you find may not be the best deal. Take the time to look around and compare prices at competing retailers, taking into account promo sales, shipping costs, and slight differences in the product. Could save a few bucks!
• Utilize newsletters and loyalty programs. While you might not want to give your email out to any retailer that asks for it, it’s good practice to subscribe to your favorite reputable sites or small businesses. It’s a great way to stay engaged and often be the first to hear about promotions or discounts.

Overall, it’s not hard to open your eyes to tactics employed by retailers to get the extra cash out of your pocket. Does it stop you from making that impulse buy? Not always. Do you need to feel guilty about every purchase you make online? Also not necessary. Regardless, it’s good to feel in control of your spending habits and have general awareness. Happy shopping!

Looking to learn more? Check out Cross-border Shopping: How to Manage Undelivered Packages