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There are a million and a half blog posts about how Online Retailers keep their drop-off levels down; but what methods do they have in place to make you loosen up with your spending.
Charities have been doing it for years. Getting you to put your hand in your wallet is their speciality. Just when you thought you would ignore their pleadings something tugs at your heart strings. A little niggle that says “do it now, you know you want to”. Anyone who’s watched Jeremy Kyle knows what I’m talking about. Right after the Foxy Bingo guy announces the break, you’re confronted with 4 minutes of hunger-ravaged children reaching out from the Plasma Screen. It’s emotional Blackmail.
But it’s effective…
Online retailers are getting in on the action too. They haven’t quite gone down the guilt road yet (though I’m sure they would if they could) but they are playing with your mind to get you to ACT NOW and not go elsewhere.
…Pulling on the purse strings if not pulling on the heart strings.
It’s even more difficult to create that sense of urgency online, especially when it’s so easy to check prices and offers on other retail websites. Even a website has the right product at the price you’re willing to pay; you would more than likely check elsewhere. So the only weapon left in the web retailers’ arsenal is the notion that if you don’t buy something there and then, you’ll lose it forever.
So let’s see what online retailers do to keep us from doing a wider search, making a coffee, talking to the wife, walking the dog, looking up trivia from The Godfather, looking up how tall Andre the Giant was, looking up the longest recorded flight of a chicken, sitting on Reddit for 2 hours and then going to bed having forgotten we wanted to buy anything in the first place!
1) Act Now to Avoid Dismemberment. I mean Disappointment
You’ve probably seen this on concert ticket sites especially. “only 2 tickets available at this price – book now to avoid disappointment.” Is this really true? Can it really be the case that every time I search for an airline ticket, only 2 seats are available on the flight that I wanted to take? It’s the travel-ticket equivalent of a Saw trap.
‘All your life you’ve enjoyed a leisure of choice when buying things online, but now you have 30 seconds to decide, or lose… everything!’
It’s incredibly persuasive and a panacea for retailers who are faced with an audience of fence-sitters and flip-floppers.
2) Safety in numbers
‘17 others are looking at this item now’.
’29 people are watching this item’
‘143,343,123 people are scrambling for their card details so they can buy this item and you can’t!’
Talk about putting the frighteners up! Nothing invokes a reaction like a bit of competition. Regardless of whether it’s true or not, these stats make you feel two things:
a) This product is in high demand and might run out.
b) This product is popular, so it must be good.
Suddenly certain things like price comparisons seem less urgent. I was going to go and see if I could get it cheaper elsewhere but I can’t risk losing out to other shoppers. I might never see a Self-Stirring Mug at this price again!
The painful things about these methods is that you actually have no idea if it’s true of not. It could just be automated. But does the risk outweigh the reward? Probably not.
3) What’s in a Name?
‘Wayne in Manchester also bought this item’.
Although this isn’t one of the sweat-inducing panic-purchase inducers we’ve come across so far, it could be the push needed to get you to click ‘buy’. Chances are, ‘Wayne in Manchester’ isn’t your friend or financial advisor, so why does his opinion matter? It’s possible he’s not even real! But the fact that someone bought the item is enough of an endorsement to tip even the most frugal shopper over the edge.
If you don’t believe me; think of all those times you’ve been looking at an item on Amazon and thought ‘Nobody’s interested. There must be some hidden catch I’m not seeing.’ Or you’ve been browsing Ebay and seen an item with no bids: rather than thinking ‘wow. I must have stumbled on a bargain’, you think ‘I must be missing something here!’.
Maybe this says something about mob mentality, maybe we just like to follow the herd. It works well all the same, and ‘Wayne in Manchester’ is presented as the spokesman of wise purchasers and his presence on the page alone is enough to egg you on to buy something.
4) Is that a ‘Buy’ Button on Your Page, or Are You Happy to See Me?
Basic as the big [BUY NOW] button seems, it’s the dominant feature of the page.
For those of us who have gotten to grips with Traffic Signals, Green means GO! GO, GO, GO! So it’s no mistake that the only colour on the page is green, and subsequently the whole page screams ‘BUY BUY BUY’. Psychologically, we’re hopefully still capable of exercising some decorum; we are free-thinking people after all. But with structured, thought-out tricks like this, turning away has never been harder.
Even as I write this I want to click on the screenshot image, just to do as I’m told. It really sucks you in like a blackhole (or maybe a greenhole?). You have no chance.
5) And That’s Not All!
As well as all the mind games and emotional turmoil these companies make us go through to convince us to buy things; occasionally they’ll throw you a treat to sweeten the deal. Like when I recently bought 77 Antique Globes. The Price-Tag of £60,830.00 seemed a little steep and I must confess I was in two minds about whether to click ‘Buy’. But when I realised that the company offered Free Delivery, I couldn’t help but go ahead with the purchase.
Now I’ll never be lost again. But I will spend the rest of my life cursing myself for falling for the ‘free delivery’ option. Other sales incentives (also known as ‘close incentives’ or ‘things that are so cheap we can give them away for free without affecting our profits’) include ‘10% off your next order when you buy now’ and ‘Free warranty up to 30 days!’.
So now we’ve identified the ways in which online retailers fishhook us into a sale, we can go back to shopping online with a renewed sense of freedom. There’s no way any of us will ever fall for those tricks again.