第一篇： 

    It’s no secret that people like to finish things; there’s something deeply and inexplicably satisfying about crossing the last item off a to-do list or acquiring the final piece of a collectible set. But just how far are people willing to go to achieve “completeness”? A recent research investigated whether it’s possible to harness this desire to motivate people in specific ways. In a series of studies, researchers used visual cues and verbal descriptions to artificially reframe individual items, from donations to tasks to gambles, as cohesive but otherwise arbitrary groups. Then, the effect of such was measured on people’s effort levels and completion rates, and found that behavior changed in significant and meaningful ways, in particular how they generally feel the need to finish up something.

    In an online experiment, researchers showed one group of study subjects images of one, two, or three loose beers with no product packaging, and then asked how many additional bottles they’d want to buy. Most said they’d purchase either nothing more or the number needed to add up to six, representing a traditional six-pack. Researchers discovered, because they were uncomfortable leaving the case incomplete and felt it would be the best if they can buy a complete set. The conclusion is that organizations can fairly easily shift consumers’ go-to quantity for purchases with a simple tweak in product packaging.

    People frequently encounter tasks with no obvious stopping point, prompting the question: “How much is enough?” How many items should we buy? How many friends should we refer? How many times should we donate? Companies may want to consider finding a sweet spot for engagement and setting that as a point of “completion” for purchase. It is highly likely that many people won’t be able to resist their desire to finish. Designing products and packaging by this desire allows companies to generate more sales.

    With the plethora of payment options, greater security and improved delivery, 96 percent of adults with internet access and a bank account now shop online, which is almost the entire customer base. Online shopping is now as popular as shopping in store (or even more so), as customers can save time, avoid the crowds and select products at their leisure without stepping outdoors.

    But e-commerce isn’t perfect. It’s not uncommon for people to place an order online only to be disappointed by delayed delivery, or receiving an item that fails to meet expectations. Perhaps they want to ask an extra question before clicking the purchase button, or to feel an affinity with your brand. Millennials, in particular, increasingly need to identify with your brand and message, before committing to buy. Experts stated that humanizing the e-commerce experience will lead to higher sales and improve customer retention. In fact, it’s not just a good idea; it’s imperative.

    With online shoppers notoriously fickle, many business owners find themselves faced with a quandary. How do they take their businesses online without sacrificing their brand’s customer service differentiation, delivered through personal touch? It’s all about creating an online experience that surpasses the customer’s expectations. Investing in the right technology is a necessary start. A tech-enabled business is the first step towards building a product or service that is measurable and sustainable. Delivering a superlative user experience online means ensuring that your site functions to perfection. It’s imperative that your shopping cart is fast and secure, your customers aren’t left with any doubts, and there are no broken links or error messages.

    In addition, the purchasing experience should be as simple as possible. One of the main reasons for shopping cart abandonment is forcing users to create a new account or jump through too many hoops in order to complete a purchase. 60 percent of consumers are less loyal to brands after just one poor experience with their website or app. In the evolving world of online e-commerce, customer satisfaction is as much about competitive differentiation as it is about evolving with the times. To provide an exceptional customer experience as well as to keep your online brand strategy focused on the user experience is critical. Only by doing this, can a business execute the ‘human’ touch for their product or service.