Understanding The Psychology Behind Checkout Choices

The difference between “I can buy” and “I must buy” is everything. Most websites and marketing campaigns focus on making it possible for visitors to buy. They optimize forms, fix bugs, and ensure the checkout works smoothly. That’s the “I can buy” stage. But here’s the hard truth:   → “Making it possible isn’t enough.   If your visitors only get to “I can buy,” your conversion rates will stay stuck in the low single digits. The real magic happens when you move visitors to “I must buy.”  That’s when you’ve tapped into the psychological triggers that create urgency, trust, and desire, turning casual browsers into committed buyers. What separates “I can buy” from “I must buy”? → It’s the subtle, powerful influence of human psychology - the hidden levers that drive decisions: - Scarcity: Limited availability or time-bound offers push people to act now rather than later.   - Social Proof: Seeing others buy and endorse your product reduces risk and builds confidence.   - Authority: Trust in your expertise and credibility makes your offer more compelling.   - Reciprocity: Giving value first creates a sense of obligation to return the favor.   - Liking: Genuine connection and rapport with your brand make people want to support you.   - Commitment & Consistency: Small initial commitments pave the way for bigger ones. Why does this matter? Because traffic and usability are just the starting point. If your site only delivers “I can buy,” you’re leaving massive revenue on the table. The difference between a 1% and an 8% conversion rate isn’t just design or copy tweaks - it’s mastering the psychology that makes people say:   “I must have this.” How to get there? → Start by understanding your customers’ motivations and objections.   → Build your marketing and CRO strategy around removing hesitation and amplifying desire.   → Test messaging, offers, and experiences that trigger these psychological drivers. When you do, you don’t just increase conversions - you create loyal customers who come back and tell others. If you want to move beyond “I can buy” and create “I must buy” moments, start by asking: What’s stopping my visitors from feeling they must act today?

Marketers…I’ve been in marketing for 17+ years, HOW DID I NOT KNOW THIS? 🤯 There’s a single word that can boost your CVR by 20%?? This discovery comes from a study in the Journal of Consumer Psychology by researchers Keith S. Coulter and Robin A. Coulter. They were exploring the subtle ways language can influence our perception of price, and in one experiment, they had a company test two versions of a product description that had a mandatory fee. 👉One version simply stated, "$5 fee.” 👉The other version said, "a 𝘴𝘮𝘢𝘭𝘭 $5 fee." The results were absolutely 𝘪𝘯𝘴𝘢𝘯𝘦. The version with the word "small" saw a significant increase in conversion, specifically from people who self-identified as "tightwads," 😅 (people who are typically very hesitant to spend money.) The word "small" acted as a subconscious cognitive shortcut. It reframed the cost from a painful expense into a triviality, making it much easier for consumers to mentally justify the purchase and overcome their psychological barrier to spending. So why should you care about this? Your customers' brains are wired to avoid the "pain of paying." When they see a fee, even a small one, it activates a part of their brain that signals a loss. By adding a simple word like "small," you can disarm this psychological tripwire, making the fee feel more like a minor inconvenience than a significant cost. This principle applies to any business where you have to overcome friction points like shipping or processing fees. Here’s a 3-Step Plan to Apply This: 1. Identify Your "Pain Points." Start by pinpointing all the moments in your customer journey where a small fee is introduced. This is most often at the checkout, for things like shipping, handling, or transaction fees. These are the moments your customers are most likely to hesitate. 2. Add Strategic "Small" Language. In these identified areas, A/B test adding words that minimize the perceived cost. Change "Shipping Fee: $7" to "A small shipping fee of $7" or "A nominal handling charge applies." Use similar wording for any other minor costs. 3. Contextualize the Cost. Don't just minimize the fee…explain it. For example, instead of just "Shipping: $7," reframe it as: "A small fee for expedited shipping to ensure your order arrives quickly." This connects the cost to a tangible benefit, further reducing the "pain of paying." You can easily overcome psychological friction and gently nudge your customers toward hitting that "complete order" button just by thinking 𝘴𝘮𝘢𝘭𝘭. Who wants to try it this week?? 🤩

"The facts don't matter." Wait, what? That's right. In my book Behind The Click, I make a statement that surprises many digital leaders: the facts about your product matter far less than how those facts are presented. Consider this example from the book: Your website has a 5-star rating system. Two competing products have identical specifications: ↳ Product A has all 5-star reviews ↳ Product B has mostly 5-star reviews with a few 3-star reviews and thoughtful responses from your team Which do customers trust more? Counterintuitively, it's Product B. Perfect ratings look suspicious, while a mix of reviews with responsive customer service builds authentic trust. This is the framing effect in action – one of many psychological principles explored in Behind The Click. In the Information-Gathering phase of the digital journey, I explain that what matters isn't what information is available on your website, but how it's presented — where it appears, how it's phrased, when it's shown, and how easy it is to find. Think about your own digital experiences: ↳ Have you abandoned a purchase because shipping costs appeared unexpectedly at checkout? ↳ Have you chosen the middle-tier subscription option without closely examining the features? ↳ Have you trusted a product more because "4 out of 5 experts recommend it"? These responses aren't accidents... they're predictable psychological patterns you can leverage to create digital experiences that genuinely serve your customers. As I write in the book: "When you understand the assumptions that customers come into your experience with, you can craft a positive digital experience off the bat or offer an opportunity to redirect misconceptions. This benefits your company and your customer." What's one psychological principle you've seen impact your digital conversion rates? I'd love to hear your experiences!

71% of Target store shoppers make impulse purchases at the checkout counter. You know the drill: you're in line, ready to pay, when those colorful displays of candy, magazines, and snacks catch your eye. Just like that, you’ve added a few impulse buys to your cart—often without a second thought. Why does this work? This behavior is deeply rooted in consumer psychology. 1. After walking through the store making deliberate choices, shoppers experience something called “decision fatigue.” By the time they reach the checkout, their brain is tired of weighing options, bringing their guard down and making them more likely to act on impulse. 2. But there’s more. At this stage, the sense of completion of the shopping journey triggers a dopamine release. The brightly colored, conveniently placed products also tap into a shopper’s emotions—often evoking feelings of indulgence or a “treat” they deserve. 3. And because that moment comes at the same time the customer is pulling out their wallet…. Makes it the GOLDEN moment for unplanned last-minute impulse purchases. And the reason why this “checkout aisle” works on 70% of retail shoppers. THIS is the reason Disco is so powerful. Disco enables exactly this experience for brands selling online. ➡️Just purchased your subscription of AG1? How about some Vuori joggers or On running shoes to go with your new healthy lifestyle? ➡️ Picked out a new swimsuit from Frankies Bikinis? Here are some Blenders Eyewear Sunglasses or a Sand Cloud towel to go alongside. And what’s the benefit to ALL brands involved? Brands hosting the feed on their post-purchase screen get PAID💰to offer that real estate to other complimentary brands. Brands advertising acquire new incremental purchasers who were never intending on shopping the brand to begin with, and at a much lower CPA than Meta. Everyone WINS. All because…. You captured that customer at the moment when dopamine is rushing… And when intent is at its highest.