Mastering the Psychology of Online Sales

One day I came across a beautiful painting on Instagram by a local artist. I was so excited that I could already imagine how perfectly it would fit into my interior. I was ready to buy it immediately and have it delivered to my door. But a twist! The post did not mention the price.

Who else hates these DMs about store prices, are we starting a support group? Like, why don’t you guys post prices of finished products you sell online these days???

So, like a detective on a mission, I looked in the artist’s bio for details on location, but found nothing. As a last resort, I slid into the artist’s DM to ask about pricing and shipping details.

The artist quickly responded with a fair price and asked for my contact information to arrange delivery. I happily provided my details, then left Instagram, eagerly awaiting further instructions. Here’s where it gets interesting: I don’t have Instagram notifications turned on. So if the artist sent me a message, I wouldn’t see it until I logged back in. But don’t worry — he had my contact information, right?

Days passed in radio silence from the artist. By this time my initial excitement had waned. My mind, in the manner of a perfect thinker, had begun a wild rollercoaster of doubt. Did I really need this painting? Should I spend the money? Would this impulsive purchase come back to haunt me during my monthly budget review?

A week later, I logged back onto Instagram and found a casual “Hey” from the artist. I asked if the painting was still available, secretly hoping it wasn’t. But no, the artist in question had reserved it for me. Now I’m thinking, “Why didn’t he just contact me directly?” I reiterate my interest and remind him to contact me using the details I provided earlier. He promised to get back to me, and three weeks later, I was still waiting. And then there was a dramatic sigh.

This experience got me thinking about how platforms like Amazon have hacked the psychology of shopping. Here’s a fun primer on some behavioral psychology insights and how successful eCommerce platforms, including Instagram stores, are using these principles to turn window shoppers into loyal customers.

Behavioral psychology in e-commerce:

1. Instant gratification

Insight: People love instant gratification. We want rewards, and we want them now, not later.

Example: Amazon’s “Buy Now” button is a magic wand for impulse buyers. One click and the product is yours, no extra steps. It’s like a Jedi mind trick in e-commerce.

2. Scarcity and urgency

Insight: Things become more desirable when they are scarce or in high demand. Add a ticking clock and watch people rush.

Example: Flash sales and limited-time offers on sites like eBay and AliExpress. It’s like Black Friday every day, when you’re convinced you absolutely need that waffle maker now or you’ll regret it forever.

3. Social proof

Insight: People tend to follow the herd. If everyone else is doing it, it must be worth it.

Example: Instagram stores are great for showcasing customer reviews and user-generated content. Seeing others raving about a product makes you feel like you’re missing out on something amazing. I’m sure we’ve all experienced FOMO, right?… I’m not talking to the JOMO people right now.

4. Ease of use

Insight: The simpler the process, the more likely you are to stick with it. No one likes jumping through hoops to make a purchase.

Example: Shopify stores take you from browsing to buying with the elegance of a well-orchestrated dance. It’s so seamless that you barely notice you’re parting with your money.

To go

My Instagram art purchase situation is a classic example of how not to sell online. The seller missed a golden opportunity by not keeping the momentum going.

In contrast, successful eCommerce platforms understand that in order to retain customers, you have to strike while the iron is hot and make the purchasing process as smooth as possible. Granted, this works against our bank accounts as impulsive shoppers, but power to business, right?

For small businesses and individual sellers, the lesson is clear: make it easy for customers to shop with you, keep communication fast, and leverage psychological triggers like instant gratification, scarcity, social proof, and ease of use.

Please do not list any prices in 2024, we beg you at this time. This will allow you to create a shopping experience that not only engages customers but also converts their interest into action.

Understanding these principles will help you not only capture customer interest, but also convert that interest into sales. As e-commerce continues to evolve, using these insights will be key to maintaining your advantage and keeping customers coming back for more—without the need for a detective!

– The author is the Design Director at MarathonXP