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Design for impulse purchases

An experiment with 30 people conducted by UIE showed that the design of a site, rather than product price, is the primary reason why customers make impulse purchases on e-commerce sites. They also found that sites, which urge users toward the category links, are going to make more impulse sales than sites that encourage users to use the search engine. Some hard facts from the study:
- 39% of all the money spent on the e-commerce sites studied was impulse purchases
- Only 8% of the impulse purchases were related to price
- 87% of the dollars spent on impulse purchases resulted from users navigating the site by category links.
- The remaining 13% was spent after navigation via the sites' search engines

The larger amount of impulse buys when the users browsed categories links was caused by the fact, that the users was exposed to more of the site's products - both within and across product categories.

Links:

  • The article What Causes Customers to Buy on Impulse? Open link in new window

Henrik Olsen - October 12, 2002

See also: Research (129)  Persuasive design (21) 

 

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