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[Infographic] The Online Shopper’s Hierarchy of Needs

[Infographic] The Online Shopper’s Hierarchy of Needs


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I’ve taken Maslow’s hierarchy and created a cheat sheet full of practical top-tips on how you can motivate your web visitors to purchase using behavioral marketing.
As someone in the marketing field, I am pretty sure that at one point or another, you’ve seen Maslow’s Hierarchy of Needs. Maslow’s theory distinguishes between five categories of what motivates people.
Here, I’ve applied the principles to online shopping, with tips to motivate your visitors to complete a purchase.

1 Physiological Needs

Your customers came to your site for a reason. Find out what that reason is. What items are in your shoppers “Recently Seen?” What items have they abandoned in their cart?
Get to know your shopper and start tailoring your marketing to the right people.

SaleCycle Pro Tip: Segmentation

Use the interest of your visitors to segment your cart abandonment emails. For example, you can automatically tailor your email design and content by gender, abandoned order value or if it’s a new or returning customer.
SaleCycle research has shown that effective segmentation has increased conversion rates by up to 18%.

2 Safety (Well-Being)

The last thing you want is for your customers to feel stranded when they come to your site and are aimlessly navigating for the right information. Chances are, that lost shopper will leave your site if help is not readily available.
As surveyed by Econsultancy, 83% of shoppers need some form of support during their online customer journey.

SaleCycle Pro Tip: the ‘Human Factor’

Simplify your online customer journey by adding the ‘Human Factor’ to your site. Use behavioral marketing to trigger an online live chat and offer call-back forms to give your visitors real-time assistance.
You can also work with your customers hectic schedules and create an ‘Email my Basket’ option so they can complete the purchase at a more convenient time.

3 Love & Belonging

We all want that VIP ticket status, right? We want the Adele, front-row seat experience. That in-crowd personal attention, rather than just being another “fan” in the masses.
Well your shoppers want exactly that too: the ultimate shopping experience.

SaleCycle Pro Tip: Personalization

Personalize your customer’s journey. Address your visitor by name, or celebrate them on their special day, be it their birthday or anniversary.
Ultimately, to personalize email and on-site marketing campaigns to create a more meaningful relationship that drives customer loyalty and can deliver a transactional rate which is six times higher than the average.

4 Esteem

‘Cause all the cool kids, they seem to fit in.’ Yeah, I just threw in some EchoSmith lyrics, but who doesn’t want to fit in, especially with having the latest tech gadget on the market?
Shoppers constantly seek acceptance from their peers about their product choices. More than three quarters of shoppers read product and company reviews before buying online, making them a critical part of the buyer’s purchasing decision.

SaleCycle Pro Tip: Product Reviews

Convert your visitors into customers by adding live product reviews & ratings into your behavioral marketing campaigns. Incorporating online reviews from trusted providers such as Bazaarvoice, Trustpilot and Reevoo will reassure shoppers and motivate them to purchase.

5 Self-Actualization

Some of your shoppers are constantly seeking to get more, to grow. They are looking at other items in your range and seeing how it will complement their purchase – or what potential premium options are available.
For example, the perfect sound bar for their new TV or perhaps upgrading their flights.

SaleCycle Pro Tip: Cross-Sell & Upsell

After your customer made their initial purchase, it is now time to start adding value to their customer journey.
At this stage, you should look to implement upsell and cross-sell post-purchase email remarketing campaigns. Forrester research highlights that well-executed Upsell messaging can increase sales by 30%.

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