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Zalando tops Crobox's 2019 Persuasion Index

Apr '19
Pic: Crobox
Pic: Crobox
This year, e-commerce powerhouse, Zalando, topped the 2019 Persuasion Index list released by Crobox with a score of 83/100. Crobox, a retail artificial intelligence technology company specialising in consumer psychology, prepared the Top 100 list ranking leading fashion retailers on their website’s ability to serve a persuasive and seamless shopper experience.

The other companies which rounded up the top 5 positions on the 2019 Persuasion Index included: Reebok (82/100); Under Armour (82/100); WE Fashion (81/100); New Look (79/100), according to a press release by Crobox.

“As experts in consumer psychology in online retail, we see the first-hand impact of psychological barriers during the shopping experience,” said Crobox CEO, Rodger Buyvoets. “From choice overload on the product lister pages to checkout frustration, various bottlenecks get in the way of converting. We’re driven to help retailers deliver more relevant online experiences, so their shoppers experience less stress and more satisfaction while shopping.”

Each webshop was scored based on three categories: persuasion, fluency, and insights. In total, these categories were made up of fourteen elements that in-house consumer psychologists used to score each brand objectively. These in-depth evaluations uncovered various trends in retail. Of the twenty-three covered in the 2019 Persuasion Trend Report, three patterns specifically stood out.

The first pattern is Instagram feed. The newest integration with Instagram can be seen on retail webshops with a live social feed to showcase customers and influencers wearing their items. Using social feeds is a great way for brands to build social proof and brand authority.

The second pattern is regarding cart recommendations. Machine learning algorithms and AI have made recommendation systems better and more relevant than ever. Serving product suggestions on the cart page is a great way to increase average order values. The strongest cart recommendations offered complementary rather than similar products to the selected items. Better yet, these retailers used an instant add button to keep the individual on the cart page.

The third pattern concerns persuasive search bars. Virtually every retail webshop has a functioning search bar, which is essential to the shopping experience. An upcoming trend in retail is taking these to the next level by making them smart. Search bars will now include categories such as popular items, gift ideas, and new collections based on the shopper’s query.

“This year’s Persuasion Index sheds some critical light on the industry standards and awareness of behavior-driven design,” said Buyvoets. “We’re looking forward to seeing more trends, original designs, and persuasive copy as psychology’s influence grows larger in this quickly changing industry.” (PC)

Fibre2Fashion News Desk – India

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