Paul Rouke
Founder & Director of Optimisation
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  • Conversion Rate Optimisation

3rd Jul 2012

2 min

At PRWD, much of our time is spent with the consumers and prospects of our retail clients, such as AllSaints, Lakeland, Monsoon Accessorize, Molton Brown, Stella McCartney and Speedo. In particular our time is spent 1-1 with these consumers, conducting in-depth research sessions to understand their expectations, motivational factors, primary influencers to purchase and their reaction to different elements of our clients propostion during the online customer journey.

Having just completed our latest consumer research sessions, in my latest article on Econsultancy I have provided a comprehensive list of the some of the most influential persuasive techniques that are working for our retail clients and others in 2012.

Below is the list of 9 for quick reference. For a full breakdown and some valuable quick tips for each of these points, take a look at the full article – Nine valuable techniques for persuading visitors to buy in 2012.

  1. Having a FREE delivery proposition
  2. Provide a USP bar in your site-wide header
  3. Quick access to both new in and sale items from the primary navigation
  4. Having a view all link with a variety of useful features
  5. Encourage and use customer ratings and reviews
  6. Provide multiple photos showing products in different use cases
  7. Make your payment options transparent on the shopping basket
  8. Provide visible security assurances and trustworthy logos during checkout
  9. Enclose your checkout to focus visitors attention and maintain buying momentum, and provide easy access to customer service details
  10. BONUS – encourage account creation at the end, not at the start

More insights and best practice on e-commerce persuasion

Below are a range of links you may find usable on the subject of e-commerce persuasion:

  • Booking.com: improving conversion with best practice persuasive design – view article
  • Persuasive checkout best practice from ASOS – view article
  • Shopping basket best practice from ASOS – view article
  • Lings Cars and the art of persuading visitors to buy – view article