Clickology by Jones, Graham -- Read -- Imperial Library of Trantor

Index

Cover Page Title Page Copyright Page Contents Introduction

The Click System

1 Why People Shop

Shopping out of need Shopping out of desire Shopping because we are told to Shopping to be social Blueprint

2 Why People Shop Online

Shoppers want to save time Shoppers want low prices (sometimes) Shoppers want what other people buy Shoppers want quick comparisons Shoppers want choice Shoppers want easy availability Shoppers want delivery on their terms Blueprint

3 How People Shop Online

Shoppers are information seekers How shoppers gather information Shopping technology is changing Mobile shoppers treat stores as showrooms Shoppers have low attention spans Shoppers move their eyes a lot Shoppers find online stores difficult to use Shoppers don’t all behave the same way Online shopping is a multistore activity Shoppers like easy comparisons Fitting in with the internet shopper Blueprint

4 It’s All About Prices

Psychological priming of price expectation Customers have an impact on prices Choosing the right numbers for prices How price displays affect buyers Discounting and its impact on sales Are special offers worth it? The consequences of dynamic pricing The problems with price comparison Do prices matter? Blueprint

5 Shopping Carts Get Abandoned

The online shopping cart is cumbersome Unexpected payment problems Shipping makes people angry Free shipping comes at a cost Slowness causes frustration What if people want to think about their purchase? It’s a taxing moment Making people spend more than they want Do you want people to buy? The perfect shopping cart Blueprint

6 Happy Customers Buy Again

The customer is always wrong Help me, I’m lost Surprising people makes them like you Automation fails to help retailers Talking is good Big or small, it doesn’t matter Blueprint

7 Do My Friends Like It?

Sharing comes naturally to shoppers Facebook is a shopper’s dream Twitter is a complainer’s dream Pinterest is a retailer’s dream Google+ is an expert’s dream A social media strategy Blueprint

8 Can The Retailer Be Trusted?

Do other people trust the store? Ratings aren’t all they’re cracked up to be Trust is a gut instinct Blueprint

9 Avoiding The Cons

Sorry, you haven’t won a prize No one really wants to help you Squeezing only makes the pips squeak You cannot make a million this afternoon Envy is a negative emotion The scams don’t work Blueprint

10 Creating The Perfect Online Store

Make it obvious what you’re selling Make the shopping process simple Make sure people can see clearly how to pay Use the colors that work best Choose the most appropriate shopping cart

1. Do you need a merchant account? 2. What type of merchant account do you need? 3. Do you need a payment processor? 4. Do you need a virtual terminal? 5. Can you use an alternative to the merchant route? 6. Do you want to take subscriptions? 7. Do you need a shopping cart at all? 8. What kind of shopping cart do you need? 9. Do you sell downloads? 10. Are you technically minded?

Create customer engagement Demonstrate that you are security conscious Blueprint

11 The Future Of Online Shopping

Change is not always different We have the technology Niche sites will offer choice and convenience Customer service will improve The need for speed Retail will depend on online shopping And what of bricks and mortar? Learning from one another

12 Click.Ology

Convenient: offering real choice and control Likeable: liking your customers and customers liking you Informative: making things clear Customized: offering personalized care Knowledgeable: gaining trust through expertise

Notes Index Acknowledgments