Autonomy

Psychological Theory:
We look for ways to exert influence or control over a situation.

Application idea(s) for E-commerce websites:
Our level of stress declines and feeling of certainty increases when we perceive greater autonomy. How larger the group, how larger this urge to make our own choices. You can introduce – even trivial – choices  by introducing customization options. This can be applied to the product you sell (color, form, print, gift wrap) or your shop itself (different fontsize, another stylesheet).

PS: don’t offer too much choice to prevent Choice Paralysis

This post is part of my Psychology of E-commerce tips series where I present you with a psychological theory and suggest how you can apply this within your e-commerce website.

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