Persuadability comes to Stanford

Right there, in the University of Stanford and as part of the Persuasive Technology congress organised recently by BJ Fogg ? we were able to present the first study on online store persuadability.

The study focused on identifying the most relevant factors when it comes to defining and designing the online store buying experience and on analysing how 30 relevant companies in the United States, Spain and Chile respond to each of them and which are the best practices for each of the 100 factors identified.

With the proper weightings, and making the study as objective as possible, the ranking of the most persuasive stores is, according to our methodology:

We have prepared a summary of the study which you can request free of charge. Some of the most relevant conclusions are:

  • The United States is clearly a benchmark in persuadability for the rest of the world [1]. Its stores obtained an average of 59.9 points, much higher than the 41.5 objective points for the stores analysed in Chile or the 40.2 points of the stores in Spain.
  • 100% online stores appear to win the persuadability war against traditional stores [2]. The first three are pure-players: Amazon, Overstock or Buy.
  • All the know-how developed in traditional retail marketing has not yet been exploited on the Internet [3]. Most of the stores are not as intelligent as they could be.
  • www2 has not yet fully reached the world of e-Commerce [4].
  • Some mistakes we thought had been overcome are still being repeated [5] such as check-out processes with explicit registration, incorrect display of prices and offers, the process not being linear enough, or the search engines being too inefficient.
  • Searchability – with some exceptions, like Amazon, Overstock, WalMart, Target or ? is where many stores fall down [7].
  • The store’s personality is mainly marked by elements stemming from the actual shopping experience. We note that many elements of identification which express a store’s own personality and positioning are missing [8].
  • Generally speaking, we have not detected any clear signs of channel integration and the physical and online stores and telephone shopping do not live happily side-by-side [9].
  • Container and content live in too close quarters from a technical point of view. The technical infrastructure is still based on an old model where content and container are mixed in the code, where it is almost impossible to undertake specific improvements without having to re-do the entire website [10].
  • Generally speaking, the stores ? particularly from the home pages ? are shop windows for offers and are still not real launch pads which lead the user to the product from different directions [11]
  • The revolution that YouTube has brought to video has not yet reached the online stores en masse [12].

Perhaps the best part of the study is the best practices which we identified all the way through the shopping process. Here are some of the benchmarks:

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