Everything around us contributes to influencing our decisions more than we can imagine. This supports the nudge theory, developed by economist Richard Thaler, indirect suggestions, from various sources, can determine choices and decisions of groups and individuals as effectively as direct instructions, or coercion.

What if we applied this theory to marketing, specifically e-commerce? What would be the implications?

Experts in the field have devised strategies leveraging the human brain’s ability to be conditioned to drive purchase.
It all revolves around the ability to influence buying behavior by providing suggestions and reinforcement, increasing the desire to imitate.

Do you think you are able to control your thoughts? Of course you are thinking, right? Instead, we will now show you that, in many cases, you make decisions suggested by someone else.

ragazza guarda la tv seduta sul divano

How many times have you been watching a movie or an advertisement, seeing a product whether it is a dress, a perfume, or a soft drink and thinking, “That might actually be right for me!”
All these products placed in movies or reality shows are the result of a study whose ultimate goal is to guarantee a return.
The study is based on very precise data obtained through the help of artificial intelligence. We are talking about algorithms that develop patterns of consumer behavior, choices and desires on which specific strategies can be built by leveraging psychological aspects and impulses.

We analyze nudge marketing techniques applied to the field of e-commerce:

Reviews as an important yardstick

When you are about to make an online purchase, what do you rely on for reassurance? Your research will be based on the reviews regarding the product in question, the photos and the rating. Based on these you will make your decision, you will then understand how much power and importance they hold. Also read our previous article.

The perception of competitive pricing

The famous 0.99, not 1 euro, but 0.99 cents. That penny is actually weighed not to guarantee savings in your wallet but rather to insinuate in your mind the idea that that product is cheap, even less than 1 euro. In terms of perception that penny is worth gold! The -99 stimulates the mind to perceive that product as significantly cheaper.

come il nudge marketing viene applicato all'e-commerce

Offer customization

It is possible to facilitate the consumer’s purchase choice through the creation of customized labels aimed at identifying the customer’s needs by analyzing their contact database. The user in this way will easily have access to all products in line with their desires, feeling understood.

Related products

To increase the average cart value without being intrusive, the related products technique can be used.
Based on the preferences expressed by the user, connections can be made between various products, suggesting those that might fall within the sphere of interest.

The "payment at checkout," never been easier!

When it comes time to pay, to click on “proceed with the order”, there is always tension in the air. It is the most stressful stage of the buying process. If you manage to simplify this moment, then the game is over, you won! Make it easy, quick and painless! Psychologically you will ease the tension and the user, having a positive memory, will gladly repeat the buying experience.

Tips for handling cart abandonment

It often happens that the user fills the shopping cart with products and then does not finalize the purchase, abandoning the site. A good strategy would be to send e-mails the day after acting as a reminder, and a temptation, reminding that there are still products in the cart. In some cases you can mention that one of the selected items has dropped in price, so now is the most convenient time to purchase it.

la customer satisfaction è uno dei principi su cui si basa il nudge marketing

Nudge marketing is therefore becoming a very powerful conversion tool, the ultimate goal of which in this case is not to increase sales, at least not directly, that will be a more than welcome consequence of a properly planned strategy work, but rather consumer satisfaction.

“User first” is kind of like that unwritten rule of “the customer is always right”
How to understand what the consumer needs?
To be able to create content that leverages psychological elements that stimulate the desire to buy, you need to understand the psychology of your customers, that is, understand their psychographic profiles (interests, habits, values and psychological inclinations).

Therefore, nudge marketing is a more than valuable tool to consider when you want to create a pleasant shopping experience that leaves the user satisfied, in a relaxed and psychologically positive atmosphere, so they will be more inclined to repeat it.