Episode 291 - Behind the Click: The Psychology of Online Shopping with Jon MacDonald

eCommerce Evolution

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.