How to build a gold-star website that boosts shopper confidence

Tamara Bos and Jonny Protheroe

Research from Google and The Behavioural Architects delves into how marketers can aid consumer decision-making, and one of the solutions lies within behavioural science.

The internet provides a shopping environment of abundant choice and near limitless information. This means that it can be incredibly challenging for consumers to navigate the “messy middle” and decide what to buy.

Research from Google and The Behavioural Architects delves into how marketers can aid consumer decision-making. And it turns out that one of the solutions lies within behavioural science.

Marketers can help people make more informed decisions by supercharging different touch pointswith insights from behavioural science. Website landing pages, for example, can be optimised with principles such as “emotional priming”, “delivery friction”,...

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