Online shopping is highly convenient because all it takes is a few clicks, and your purchase is done. Unfortunately, though, this convenience comes with more than a few downfalls. In the vast landscape of online shopping, retailers sometimes use subtle, deceptive tactics to lure consumers in and influence their behavior. These strategies involve psychological tricks and marketing tools to entice consumers to make a purchase. With online sales continuing to rise, retailers have learnt the art of persuasion.
Companies use first-party data to build personal relationships with consumers and persuade them to make a purchase. Additionally, many business strategies involve tapping into consumers’ anxieties, such as the fear of missing out on the latest products. Likewise, incentives like adding more items to the cart to get free shipping are another way retailers can tempt consumers to buy more products.
The tactics listed below are used to subtly deceive or coerce consumers into making purchases they wouldn’t otherwise make. Therefore, it’s essential that we, as consumers, are aware of these scammy marketing tactics that not only burn a hole in our wallets but also influence and compromise our online experience.
Creating A False Sense Of Urgency
Using countdown timers and limited-stock notifications can pressure consumers into making impulsive decisions by creating a false sense of urgency. When the “Last 3 items left in this bestseller” notification pops up, you tend to feel the pressure of wanting to snag the deal before it’s gone. Oftentimes, e-commerce sites exaggerate the extent to which their stock is running out, using this to manipulate users into making purchases they may later regret.
Deceptive Pricing Strategies
Have you ever noticed a discount on an e-commerce website, but once you’re all set to grab it, you’ll see that it only applies under specific conditions? Creating the illusion of an attractive discount can tempt people to buy things that turn out to be misleading or conditional. To protect yourself, apply a simple two-step test before accepting any discount: verify the fine print to understand all terms and conditions, and compare competitor pricing to ensure it’s a genuine deal. This approach turns your awareness into actionable consumer caution.
Buy Online And Pick-up From Store
Retailers and consumers love the buy online, pick up in store option because it saves on shipping costs. But when you stop to think, this can serve as a sneaky way for retailers to increase the customer’s cart options by bringing them into the store. Of course, picking up in-store will ensure you get the item faster than delivery, but it can also tempt you to buy something else while you’re there.
Basket Sneaking
Some online retailers have pre-selected checkboxes that automatically add extra items to the cart. If you’re not vigilant, you can end up overlooking this and end up buying more than you intended.
Complicated Cancellation Procedures
Sometimes subscription-based services intentionally make it difficult for customers to cancel their memberships. Some tactics they employ to complicate the process involve long waiting times for customer support, hidden cancellation links, or unclear instructions. The hope is that by making them jump through these arbitrary hoops, some users will give up altogether and keep paying for services they no longer want.
Discounts Applied If Contact Number Is Provided
Many retailers offer 10-15% discounts on first-time orders if customers provide a contact number or email address. But remember, when you opt into text messages or emails, then the door is now open for you to get notified about seasonal sales, items in your cart, and new drops. Inevitably, this can tempt you to buy things you would otherwise not need.
Reviews And Fake Social Proof
Reviews matter a lot when making a purchase. When it comes to in-store shopping, you can ask the opinion of friends or family, but online shopping is far trickier. Therefore, users tend to rely heavily on customer reviews and ratings. E-commerce websites generally include reviews and ratings that people can read before checking out.
When users see a 4 to 5-star rating for a product, they are more influenced to buy it. According to statistics, more than 50% of users are influenced by customer reviews when making a purchase. In fact, many people tend to focus far more on the review than the product description itself. As a result, many online retailers create artificial reviews and testimonials to persuade customers. Research shows that approximately 1 in 5 online reviews is fraudulent, further underscoring the need for consumers to remain vigilant.
A better option would be to look at the retailer’s social media pages and gauge the brand’s actual community presence before relying solely on website reviews. As you do this, take a moment to scan the comments for real customer photos and feedback. This simple step can help you verify the brand’s reputation and customer satisfaction.
How Can You Avoid Falling Into These Traps?
Knowing the tactics is not enough; you need to be intentional about how you go about online shopping. Many people back themselves up as being smarter than the marketing, but it shouldn’t stop there. You have to build new habits to make these scammy marketing tactics ineffective on you.
One way to do this is to give yourself a “cool-down period” after adding items to your shopping cart. This effectively means letting the items sit in the cart for at least a couple of hours so you can make a rational decision, not one driven by impulse.
It’s not easy to remain vigilant in an era that is driven by technology and e-commerce. What makes the path even more difficult is the strategic interplay between consumer behavior and brand influence. And when this is facilitated by subtle coercive techniques and attractive user interfaces, it can easily tempt people.
Online retailers exploit consumer psychology to influence decision-making, and they are a lot smarter than we give them credit for. As consumers, we have to be well aware and more attuned to these deceptive tactics. While some retailers practice ethical consumerism in their digital spaces, others cross the line and prey on consumer vulnerabilities. As a result, it is all the more important that we are well aware of the online shopping landscape.
