What role does emotion play in online sales?

Billions of dollars have been spent in driving traffic to the Web, and to great success. Today, virtually no one makes a major purchase or books a flight without going online first. Nor does anyone doubt the safety and security of online shopping. Moreover, it’s simply a given that the Web reigns supreme in terms of convenience, cost savings, selection and access. And with the army of graphic designers, illustrators, and sound engineers who produce sites, the online channel has become the most creative and enthralling available.

Why then, has conversion of online visits-to-sales remained at a stubborn 3%? Robert LoCascio, CEO of LivePerson, has a theory: it all goes back to emotion.

Citing extensive research undertaken by LivePerson, Mr. LoCascio says that the Internet has evolved from a functional tool to an emotional state; a place where repeat shoppers expect to be recognized — and treated — as valued customers. Just as the shop owners around the corner have learned to read our moods when we come into their store, knowing when to engage us and when to let us browse quietly, so too must online retailers learn to read what their visitors are feeling.

How to Read Your Visitors

The first trick is to know when to engage your visitor. Thirty percent of consumers say they visit and leave a site five or more times before making a purchase. Retailers take note: just because a visitor has left your site, it doesn’t mean you’ve lost the sale. Keep track of visitors who return repeatedly to view a specific product, especially if it’s a high-priced one. Most likely it’s a sign that they’re deep in the throes of decision-making. A third visit may be an opportune time to offer the assistance of a product specialist, or even that killer promotion. On an emotional level, you’re sending a message to the shopper that you know it’s a big decision for them, and that your company is there if they need it.

Identifying Key Emotional Drivers that Encourage Buying

What are the key emotional drivers that prod a consumer to click on Buy (and follow through by entering a credit card number)? LivePerson’s research has identified four such drivers. They are control, connection, anonymity, and adventure.

Website visitors, it turns out, want control of their shopping experience. This means among other things, being able to resolve any difficulties they may encounter in the check-out process, rather than feeling forced to abandon their shopping cart – and the work they put in to product selection. They want a connection to a live person when they need it and anonymity when they choose it.

By successfully responding to these emotions, you underscore the sense of adventure that people say they’re looking for when they sign on to the Web.

Why LivePerson Consumers Are Happy Shoppers

Consumers who use LivePerson services buy more. Their Web sessions convert to sales at an astounding rate of 25%, while non-users stall at 3%. Does this mean that LivePerson customers tend to gravitate towards sites that offer product assistance and promotions? Or is it that the features enabled by LivePerson help sway visitors who are on the fence?

Clearly, a little of both are at work. We know that companies who install LivePerson report a dramatic increase of online sales. At the same time, 71% if LivePerson consumers say they’d like to find other websites that offer live chat and special promotions. Undoubtedly, a live person on the other end of the browser gives online shopper the control and connection they’re looking for when they go online.

Analytics will help you read your visitors’ emotions. live chat helps you cement the relationship by supplying a human element that, generally speaking, is lacking on the Web. This combination is so powerful that Mr. LoCascio predicts that consumers will lead the demand for live chat, and will ultimately force online retailers worldwide to embrace this communication channel.