How to apply the psychology of marketing in e-commerce. Detailed guide



  • Good marketing requires skills that we associate with the right hemisphere of the brain:
    storytelling skills, imagination, and intuition, for example. And great marketing requires engaging the left hemisphere as well.
  • In other words, science will help us. By studying people’s behavior and motivations,
    we can identify a set of principles that can be applied to our campaigns and content.
    Then not only will they look creative, but they’ll turn on customers’ instincts, which will benefit your business.
  • Fortunately, you don’t have to be a psychologist to figure this out.
    In this article, we’ll look at a few psychological laws and show how one major online store has successfully applied
    them to their marketing campaigns to improve conversion rates.
  • We’ll break down the process of making a purchase in detail.
    Concrete examples of methods and insights will help you understand how and why these laws work.
  • After reading this article, you’ll learn how to use the psychology of marketing to keep your sales up and customers coming back to you.
    These laws are embedded in the depths of our psyche, so they can be applied to any online store.

We will also tell you how Exponea can help you do this.


  1. What is marketing psychology (and why do you need it)
    2. Practical applications of marketing psychology in e-commerce
    3. Applying marketing psychology to the homepage
    4. Marketing psychology on the category page (part I)
    5. The psychology of marketing on the category page (part II)
    6. The psychology of marketing on the product page
    7. The psychology of marketing in the shopping cart and at checkout
    8. The psychology of marketing and the future of online shopping
    9. Universal tool for implementing the psychology of marketing

What is marketing psychology?
The official definition is that marketing psychology is a branch of applied psychology that studies the factors
that influence customer attitudes toward products and services.

Simply put, this science studies how the presentation of a product affects customer behavior.

It can be used to predict how customers will behave and influence their behavior –
for example, to make their product more desirable and attractive.

Marketing psychology is closely related to the science of consumer behavior, which studies how and why we buy products and services.

Marketing psychology borrows knowledge from other behavioral sciences – particularly cognitive science and neurobiology –
and studies how people’s feelings and perceptions influence their buying habits.

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