Clickology: What Works in Online Shopping and How Your Business can use Consumer Psychology to Succeed

by Graham Jones

You’re only a click away from online success


The world of shopping is at a crossroads. While online sales are growing at runaway speed, many businesses are finding themselves left behind, discovering that what has worked so long in offline does not work online, and what works online does not necessarily translate offline: it simply doesn’t “click”.


Packed with tips, guidance and real-world case studies – from online niche stores Bellabox and Facetache to the universal appeal of Groupon, and from offline discount stores Dollar Tree and Poundland to the luxury Selfridges – in this informative book internet psychologist Graham Jones reveals:

Why most online shopping carts are abandoned before a purchase is ever made – and how to stop this happening in your store
Why having a centrally positioned “search box” aids navigation and increases sales
Why offering free shipping online pays off
Why it makes sense to be sociable


He also reveals the “why” of consumer behavior online, how it differs from offline behavior, and how you can use this understanding to create a store that connects with and engages your customers on both a practical and a psychological level – a store that demonstrates true clickology.


Using an accessible five-step CLICK system for turning clicks into dollars, the book shows how to learn from the experience of both on- and offline, and apply lessons to both. Whether you’re running a small business website or that of a big corporation, whether you’re operating purely online or offline too, Clickology shows you how to thrive.

Genres: Psychology, Business

210 pages, Kindle Edition

First published December 9, 2013

About the author

Graham Jones is a leading internet psychologist and has spent the past 15 years analysing how consumer behaviour has adapted to the web. He is an Associate Lecturer at the Open University and a Visiting Lecturer at the University of Buckingham.

Reviews

[Kevin Faulk]

Very informative.

I took a lot of notes and it also inspired ideas of my own.

There is a portion of information that I didn't really feel applied to what I would need. But it was nice to see that information.

Recommend for those who have an online store or are looking to have one.

[Budd Margolis]

Decided to re-read this book and it is very outdated. Some few good basics.

[Seb Stark]

Good

Easy read and fun
Recommend to everyone wants to know about digital marketing
I will buy the other books of the author.

[Dane Cobain]

Disclaimer: While I aim to be unbiased, I received a copy of this for free to review.

Click.ology promises to teach you what works in online shopping, and it's written by a guy who ought to know his stuff - Graham Jones, 'the internet psychologist'. I was skeptical at first, but I quickly came round to Jones' lucid writing and his simple explanations of the psychological concepts which guide users around the internet in search of products.

Packed with advice and information, it's backed up by thorough citations and excellent case studies, like that of Meat Pack. Meat Pack is a Guatemalan shoe store chain, which used location-based mobile marketing to 'steal' customers from rival stores. When one of their app users entered a rival shop, the app knew where they were and delivered an offer for 99% off at Meat Pack. The catch? The discount reduced by 1% every second, giving people about a minute and a half to run to the store. And run, they did - over 600 people claimed their discount in the first week alone.

[Alex Milburn]

Lots of good info backed up with references.

[Malik Khan]

i want to read

[Tom Pratt]

Decent book with some practical suggestions