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Episode 291 - Behind the Click: The Psychology of Online Shopping with Jon MacDonald
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Dive deep into the minds of online shoppers with Jon MacDonald, founder and CEO of The Good, as he unpacks the psychological forces that shape e-commerce behavior. In this episode, Jon and I explore key insights from his new book, Behind the Click, offering actionable strategies for e-commerce brands to enhance their digital customer experience and boost conversions.
Key topics discussed:
- Understanding the two types of online shoppers: 'satisficers' vs. 'maximizers,' and how to cater to both
- The critical questions customers ask themselves before making a purchase, including 'Does this company understand my problem?' and 'What does buying this product say about me?'
- How to create an emotional appeal that makes customers feel like they already own your product
- The importance of post-purchase communication and why asking for reviews too early can backfire
- Real-world examples of successful e-commerce strategies, including Easton Baseball's 247% increase in online sales through a simple quiz
Whether you're a seasoned e-commerce professional or just starting out, this episode provides invaluable insights into creating a more engaging and conversion-friendly online shopping experience.
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