Building Product Cards Based on Cognitive Biases

In the sales universe, how products are presented is crucial to capturing consumer attention. In the digital world, this is no different. Product cards are the digital showcases that not only inform but also influence consumers' decisions. Every element must be carefully designed to create an experience that meets user expectations.

As mentioned in my previous article, "Using E-commerce Showcases to Influence Different Buyer Profiles", showcases are fundamental in attracting and converting customers because they provide a clear view of available options and help guide the purchasing process.

To optimize this experience, it is essential to consider the cognitive biases that affect how consumers perceive and interact with information. Using the *Bias Deck* as a reference, we can integrate psychological principles into the construction of essential card elements, ensuring they not only inform but also drive action.

Essential Components of a Product Card

To ensure product cards are effective in communication and conversion, certain elements must be included. Below, we explore the essential components that should be present in each card, considering how each impacts consumer decisions.

Price:

The price should be displayed clearly and prominently. This aligns with the *information bias*, which suggests that more information aids decision-making. A visible and transparent price facilitates quick comparisons and decisions. Additionally, price clarity helps avoid *analysis paralysis*, as a simple and direct presentation reduces uncertainty, making consumers feel more confident in their choices.

Title or Product Type:

Use descriptive and straightforward titles to help identify products. This approach not only combats *analysis paralysis*, where too many details can cause indecision, but also relates to the *information bias* by providing sufficient data to simplify choices and make the purchasing process more efficient.

Thumbnail Image:

A quality thumbnail is essential; products without images are often overlooked. The *picture superiority effect* indicates that images are more memorable than words, making them critical for retaining information.

User Ratings and Number of Reviews:

Including average ratings and total reviews is crucial as it relates to the *social proof bias*. When users see that others have approved a product, they are more likely to trust their choice.

Product Variations:

Clearly indicate available variations (such as color or size), allowing users to see their options without leaving the listing. This supports the *information bias*, where consumers believe that more information leads to better decisions.

Category-Specific Attributes:

Depending on the product category, consider adding information such as technical specifications or dimensions. This connects to the *feedback loop bias*, where users seek information that validates their choices.

Additional Elements That Can Contribute

Beyond essential components, additional elements can further enrich the user experience and influence decisions.

Promotional Price:

Displaying a promotional price alongside the original price can encourage immediate purchases, aligning with the *hyperbolic discounting bias*, where people tend to prefer immediate rewards over future options.

Installment Options:

Informing users about installment plans can simplify decision-making, especially for higher-value purchases. This relates to the *risk aversion bias*, as it allows consumers to feel they are making a safer choice by spreading costs over time.

Perks like Free Shipping or Fast Delivery:

Highlighting benefits like free shipping or same-day delivery increases product appeal and boosts sales. These elements also leverage *hyperbolic discounting* by offering immediate rewards.

Tags: Importance and Cognitive Biases

Tags enhance user experience and influence decisions by emphasizing relevant information through the *salience bias*. Differentiating tag colors makes them more memorable and distinct. Below, we explore how various cognitive biases apply to tags and their impact on shopping experiences:

• Low Stock: Tags like "last units available" create urgency through the *scarcity bias*. When consumers perceive an item as limited, they value it more.

• Customer Favorites: Highlighting popular items leverages *social proof* by showing what others prefer.

• Exclusivity: Tags indicating exclusivity appeal to the *limited access bias*, increasing desire for rare items.

• New Arrivals: Tags like "new" trigger curiosity through the *novelty appeal bias*, encouraging exploration of recently launched products.

• Recently Viewed: Tags for recently viewed items improve navigation by reducing unnecessary returns to previously visited pages.

• Discounts: Discount tags should use consistent colors for familiarity while employing framing techniques (e.g., "15% off" versus "Save $50") for maximum impact.

Balancing Information

Maintaining a balance between universal attributes like price and ratings is crucial for creating an effective listing experience. This helps users quickly find relevant products while avoiding *analysis paralysis*, which hinders decision-making. Clear and organized presentations enable consumers to navigate without information overload.

Additional Considerations

Beyond essential components and extra elements, other best practices can further enhance product card effectiveness:

• Consistency in Information Presentation: Avoid confusion by presenting attributes consistently across all cards.

• Distinct Visual Elements: Ensure each part of a card's information is visually distinct for easy reading and comparison.

• Ease of Navigation: Structure cards so users can filter and sort products effortlessly.

• Personalization: Tailor card information based on user behavior, such as inferred interests from interactions with filters.

• Efficient Use of White Space: Add white space around card elements for better readability.

• Visual Hierarchy: Place key information at the top of cards for maximum visibility.

• Enhanced Interactivity: Make entire cards clickable for improved usability, especially on mobile devices.

Conclusion

At the end of this article, it is important to reflect on how cognitive biases impact shopping experiences. Each element within product cards has the potential to shape user journeys. Consider how these biases can be applied not only in e-commerce design but also across various fields involving consumer interaction.

Citations:

https://medium.com/@uxneto/construindo-cards-de-produto-com-base-nos-vieses-cognitivos-143a2b2d04f5