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What Works in Online Shopping and How Your Business can use Consumer Psychology to Succeed

Graham Jones



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Nicholas Brealey Publishing
03 January 2014
The world of shopping is at a crossroads. While online sales are growing at runaway speed, many businesses are finding themselves left behind, discovering that what has worked so long in offline does not work online, and what works online does not necessarily translate offline: it simply doesn't 'click'.

Packed with tips, guidance and real-world case studies - from online niche stores Bellabox and Facetache to the universal appeal of Groupon, and from offline discount stores Dollar Tree and Poundland to the luxury Selfridges - in this informative book internet psychologist Graham Jones reveals:

Why most online shopping carts are abandoned before a purchase is ever made - and how to stop this happening in your store Why having a centrally positioned 'search box' aids navigation and increases sales Why offering free shipping online pays off Why it makes sense to be sociable He also reveals the 'why' of consumer behavior online, how it differs from offline behavior, and how you can use this understanding to create a store that connects with and engages your customers on both a practical and a psychological level - a store that demonstrates true click.ology.

Using an accessible five-step CLICK system for turning clicks into dollars, the book shows how to learn from the experience of both on- and offline, and apply lessons to both. Whether you're running a small business website or that of a big corporation, whether you're operating purely online
By:   Graham Jones
Imprint:   Nicholas Brealey Publishing
Country of Publication:   United Kingdom
Dimensions:   Height: 218mm,  Width: 136mm,  Spine: 18mm
Weight:   256g
ISBN:   9781857886047
ISBN 10:   1857886046
Pages:   208
Publication Date:   03 January 2014
Audience:   General/trade ,  ELT Advanced
Format:   Paperback
Publisher's Status:   Active
Why people shop - the psychology of shopping and retail behaviour Why people shop online - the powerful psychological reasons for the massive uptake in online shoppping How people shop online - the way people browse online stores, make their purchases and how retailers can do to tap into this behaviour It's all about prices - pricing online is tough, there is considerable completion. What price strategies are attractive and which ones work best online? Shopping carts get abandoned - most online shopping carts are abandoned. Why and what can online businesses do about it? Send it back please - ! - returns and customer service are essential components of a good online store, but what pleases online customers the most? Do my friends like it? - online social shopping is only in its infancy but it is destined to dramatically increase. Can I trust the shop? - trust and credibility in an online store is established in fractions of a second. How can online retailers gain immediate trust? Can people be conned? - tricks and black hat approaches to online selling are commonplace but how can retailers avoid looking like they con people? The future of online shopping - will online shopping continue to increase in popularity or is there danger lurking around the corner for retailers? Creating the perfect online store - the steps online businesses need to take to ensure their store works and taps in to the psychology of the online shopper

Graham Jones is a leading internet psychologist, and has spent the past 15 years analyzing how consumer behavior has adapted to the web. An Associate Lecturer in Psychology at the Open University, and a Visiting Lecturer in eCommerce at the University of Buckingham, Graham is also a successful conference speaker and consultant, and has worked with dozens of businesses around the world, helping them to connect with their customers online, boosting brands, profit and sales.

Reviews for Clickology: What Works in Online Shopping and How Your Business can use Consumer Psychology to Succeed

'CLICKOLOGY promises to teach you what works in online shopping, and Jones' lucid writing and his simple explanations of the psychological concepts that guide users around the internet in search of products do just that. Packed with advice and information, it's backed up by thorough citations and excellent case studies. --Social Bookshelves 'A book worth buying, reading and sharing with your team. A good informative read... that may well turn on light bulbs.' --Direct Commerce 'This is a great read. At last an interesting, insightful book that helps us to understand why people buy (rather than teaching us how to sell!) I loved the style of this book great stories, great ideas, tools and techniques and great learning. This is a book right for its time!' --Phil Jesson, Deputy Chairman, Academy for Chief Executives 'Amongst the countless so called gurus who promise to reveal the secrets of making money online, it makes a refreshing change to finally discover the actual facts about what really makes the difference between commercial success and commercial failure. This book is a result of Graham Jones' expert knowledge and extensive research into the psychology of the internet. If you are serious about your online business then you must read it.' --Simon Hazeldine, Founder of Sellcius, The Online Hotspot for Sales Professionals 'This book provides insights into what makes an online store really work. It is packed with tips, guidance and real-life case studies from online boutique beauty store, Bellabox, to the mighty Groupon.' --Talk Business Magazine 'Well written, it will appeal to all readers whether they are a MD or an ecommerce executive. It is a quick read but don't let that fool you; there are plenty of great points to take away.' --E-Commerce Professional

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