Intelligent and Human

With AI and behavioural psychology to a personalised user experience

In the first part of the blog series about the partnership between KPS and behamics, we showed how important personalisation is for online retailing and what contribution artificial intelligence and behavioural economics make to this. In this follow-up, I would now like to illustrate with a few examples how an individual, supportive and purchase-motivating user approach can look. In doing so, I will again draw on the insights and knowledge of Valon Xhafa and Thilo Pfrang, founders of behamics and experts on the topic of AI-supported behavioural control in eCommerce.

Purchase motivation 1: Price and its influence on the willingness to buy

Price is one of the most important criteria for the purchase decision. Here, the motivation to buy is usually not influenced by economic considerations, but by social preferences, norms and heuristics. Sometimes customers want to save money and are looking for a bargain. For many consumers, the price reflects the quality and they are willing to pay more. Those who value individuality believe that a high price is a sign of exclusivity.

Prices and interventions in pricing must fit the product and the intended target group in order to have a sales-promoting effect.

Price plays a decisive role when consumers are already sure which product they need or want. But it often doesn’t get that far.

When customers don’t know which offers fit their needs or get lost in an overabundant selection, they tend to abandon the purchase or order on spec and return bad purchases later. A choice with too many options is one of the most common reasons for postponing the decision for a product and withdrawing from the purchase.

The collaboration with behamics is part of the Optimize Track of the KPS User Experience Portfolio. Within this framework, the KPS UX team offers further services for KPI optimisation. Only by embedding the functional interaction triggers in the overall flow of the customer journey does incentive framing unfold its full potential and can contribute to avoiding shopping cart abandonment and conversion optimisation.

Benefit from the advantages of a behaviourally psychologically controlled visitor approach within a very short time.

We accompany your UX transformation individually and tailor our user-centred concepts and design solutions precisely to your requirements. This way, you can quickly and safely benefit from the advantages of a behaviourally psychologically controlled visitor approach. As a rule, the integration of behamics AI takes less than a week, so that you will feel the effects of conversion optimisation in the shortest possible time.