The New Frontier: Behavioral Science Datasets to Unlock eCommerce Sales

In today’s digital age, eCommerce has become a vital component of the global economy. With the advent of the internet, the eCommerce industry has truly boomed. In 2021 alone, eCommerce has grown by 14.2% in the US. This growth is only set to continue, with an estimated 30,000 new products being launched every year.

One of the key players in the eCommerce industry is Amazon, with over 1 in 3 US households having an Amazon Prime membership in the US. The company also saw an unprecedented 200,000 new sellers joining in 2020. This translated to an incredible $4,777 worth of sales happening on Amazon every second.

However, with so many products and sellers on the platform, the competition to stand out on the digital shelf is fierce. One of the critical elements that determines the success of a product is its visual assets on both the digital shelf grid and on their PDP (product detail page). With images as small as a thumbnail and the e-tailer’s rules constantly changing, it can be challenging for brands to make an impact on consumers. Research has found that 70% of shoppers are scrolling within 10 seconds and over 90% scroll within 15 seconds. Behavioral science has taught us that shoppers when purchasing everyday items, shop with their System 1 thinking. Most shoppers are absorbing information via visual – not text.

By combining a behavioral model with accurate key performance indicators (KPIs), a market-leading behavioral database, and artificial intelligence (AI), brands can accurately predict which visual assets will be successful on the digital shelf and on the PDP instantly.

Behavioral science is the foundation on which all insights should be built upon. Numerous texts have been written about the theory of behavioral science and how to apply it to succeed. By utilizing this behavioral data with AI technology, insights companies can push their research further and faster.

Traditionally, brands would have to rely on Amazon’s A/B testing, which can take upwards of 10 weeks. However, by leveraging the power of AI, insights professionals and marketers can get the information they need within minutes, delivered directly to their inbox.

Here are 3 key behavioral principles to keep in mind while designing for the digital grid:

• High Contrast = High Visibility

To stand out on the digital gird, make sure your hero image stands out amongst the sea of search results. This principle may sound familiar from the physical shelf and should also be applied to eCommerce.

• Reduce Cognitive Effort

As shoppers have low attention spans and are rapidly scrolling, lower the barriers of engagement with your brand at the digital shelf. Ensure that the benefits of your product are easily understood. Research has shown that Mobile Ready Hero Images (MRHI) are both easier to comprehend and more appealing to consumers by emphasizing easily key information such as variant, brand name, and size.

• Connect Emotionally

We know that consumers shop with their emotions both at the physical and digital shelf. Make it visceral and use real photography versus illustrations to tap into the consumer’s emotions.

AI has completely revolutionized how insights professionals parse data. AI-powered tools can process immense amounts of consumer behavioral data quickly and identify patterns and trends that would not have been immediately apparent with human analysis. Additionally, AI can help predict consumer behavior and preferences to help marketers own that most valuable moment in marketing: the sales transaction.

The eCommerce industry is continually evolving, and the use of behavioral science, digital commerce, and AI is crucial to staying ahead of the competition. By understanding consumer behavior and using AI to predict what images will be successful, brands can gain a competitive edge on the digital shelf.