But how exactly does that work? Emotions and the sales funnel [theory] Within e-commerce , emotions are inextricably linked with behavior and therefore also with the sales funnel . Online shopping is (unconsciously) still quite a Afghanistan WhatsApp Number List complicated activity for consumers. Complex cognitive processes play a role in this. Consumers face a lot of decisions when shopping online: What do they want to buy? Where do they want to buy it? How much are they willing to pay for it? How are they willing to pay for it? And how do they want it shipped? These are just a few of the many questions that are asked when shopping online.

Emotions If The Product

The internet offers a seemingly endless amount of options for purchasing items. Interaction of Interest The interaction between man and machine (the telephone, tablet or laptop) also plays a role in the complexity of the cognitive processes. This user experience can make or break a sale. If a webshop is not easy enough to use, consumers quickly abandon it. The opposite is also true: with a webshop that has a smooth ordering process, people are more likely to make a purchase. Emotion and logic When consumers experience positive emotions while shopping, such as joy, inspiration or excitement, this ensures that they move further down the sales funnel.

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If The Product

Because of the experience of positivity, they are more inclined to complete the purchase. They feel good about the webshop and the positive emotions ensure that they move on to the next phases. On the other hand, negative emotions, such as guilt or impatience, cause consumers to abort their purchasing process. How come? This has to do with two ways consumers can shop: emotionally and logically. Complete purchase depends on emotion There are roughly two ways (pdf) in which consumers shop online, I explain them below.

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