Small Can Be Big

Behavioural economics is a powerful weapon which allows brands to harness the power of psychological insight to understand how consumers buy products.

By first understanding the economic decision-making process and then improving the buying procedure, brands can add millions to their bottom line.

In a well-documented study known as “The $300 Million Button”, an online retailer in the US struck gold by changing the wording on one button on their website from Register to Continue.

Before the change, shoppers encountered a Register button after filling their shopping carts. Hundreds of thousands of frustrated customers abandoned their carts at that point because all they wanted to do was pay – not register.

By changing only one aspect of the buying process and allowing shoppers to pay without registering, the company added $300 million in annual sales.

It’s amazing how a small change can make a huge difference to the fortunes of a brand!

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