Conquering E-Commerce by Capturing Consumers’ Gut, Heart and Mind
Room 4 | 9:15-9:45 | Wednesday, April 3, 2019
In e-commerce, companies are scrambling to compete with resourceful market leaders and nimble challengers. Success requires messaging and business models that connect with consumers on all levels – rational as well as emotional and intuitive. We’ll examine a real-world case study in which Arm & Hammer tapped into impulse, emotion and conscious reflection to identify the best approach to maximize e-commerce sales growth.
This includes testing:
- The differences in the shopper journey between browsing/buying at Amazon versus progressing from Google to a direct-to-consumer e-commerce Web site.
- How to capture attention, retain and close the sale.
- The impact of variations in visibility, price and length of messaging on click-throughs and purchases.
- The importance of getting the specific words right – when you can only communicate a sound bite or two at various points on the shopper journey.
- Predictive analytics
- Industry trends – future of marketing research
- Emotional measurement (neuroscience/eye-tracking)
- New techniques – qualitative and quantitative
- Impulse, emotion and reflection are important cognitive factors in e-commerce purchase decisions.
- These System 1 and System 2 measures provide different indicators that align with the e-commerce shopper journey.
- Screening e-commerce approaches on these measures provides important insights into the most effective direction to pursue.