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The Psychology of Online Purchasing: UX Strategies to Reduce Drop-Off Rates

Author(s) Sarah Zaheer
Country India
Abstract The examines cognitive and affective considerations in decisions regarding online purchasing, with a focus on the fashion e-commerce sector. It explains key user experience (UX) techniques designed to minimize user abandonment in the consumer experience. The paper emphasizes the need for a seamless checkout design, citing that the reduction of form fields, loading times, and navigation complexity can improve user satisfaction and conversion rates. It demonstrates how perceived security and trust markers like third-party seals, customer reviews, and transparent return policies are key to establishing consumer confidence. Additionally, the study examines the influence of behavioral nudges like urgency cues, personalized offers, and default options from a human-computer interaction point of view. By employing data drawn from A/B testing, heatmaps, and Google Analytics, the study identifies user behavior trends that inform design decisions. Additionally, it assesses the influence of visual design elements and mobile-first interfaces on decision-making processes. By applying digital psychology principles, the study examines emotional drivers like anxiety relief, convenience, and overall satisfaction. The article positions UX design as a strategic tool for establishing trust and engaging consumers. Empirical studies and academic literature are employed to validate these findings, providing practical advice for UX designers and e-commerce platforms. Overall, the findings enhance the understanding of how user-centered design can improve online shopping experiences and improve conversion rates
Keywords User Experience (UX), Online Purchasing Patterns, Seamless Checkout, Perceived Security, Indicators of Trust, Behavioral Nudges, Conversion Rates, A/B Testing, Optimization for Mobile Devices, E-commerce Design, Consumer Psychology, Cognitive Bias, Affective Design, Customer Engagement, Decision-Making.
Field Computer > Design
Published In Volume 2, Issue 6, June 2021
Published On 2021-06-05
Cite This The Psychology of Online Purchasing: UX Strategies to Reduce Drop-Off Rates - Sarah Zaheer - IJLRP Volume 2, Issue 6, June 2021. DOI 10.5281/zenodo.15259125
DOI https://doi.org/10.5281/zenodo.15259125
Short DOI https://doi.org/g9f8w3
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