PsychoGrowth: Discover How Psychology Drives the Success of Your eCommerce

In a context where advertising costs rise year after year, the key to increasing our sales and operating more efficiently lies in improving the user experience once they arrive at our website. That’s why we want to discuss PsychoGrowth—also known as Psychogrowth—in the realm of eCommerce.

Although this term is not widely known, several authors have explored how psychological principles can drive growth and success in electronic commerce. PsychoGrowth focuses on understanding and applying consumer psychology to optimize the user experience, increase conversion rates, and foster customer loyalty (Cortada, 2008; Villegas et al., 2020; González, n.d.).

Exploring this approach allows us to discover new ways to connect with users, maximizing the impact of our digital strategies in an increasingly competitive environment.

How Can PsychoGrowth Benefit Your eCommerce?
PsychoGrowth offers multiple advantages for eCommerce, starting with enhancing the user experience through personalized navigation for each customer. This includes everything from product recommendations based on browsing and purchase history to tailoring offers aligned with customers’ emotional preferences.

Furthermore, incorporating empathetic customer service—which prioritizes understanding and addressing the user’s emotions and needs—can significantly boost satisfaction and loyalty.

In consumer psychology, attitudes play a crucial role. They are understood as a psychological predisposition that influences the positive or negative evaluation of a product or service (Quispe, 2020; Villegas et al., 2020).

Below, we explore the tools you can integrate into your online store to leverage the benefits of PsychoGrowth:

1. Push Notifications
   You can keep users informed about the brand’s promotions and updates by using Campaign Push Notifications. From a PsychoGrowth perspective, well-crafted push notifications can make users feel more connected to the brand and receive relevant information, thereby enhancing their satisfaction and loyalty. Keeping consumers informed about products, offers, and relevant information is fundamental to establishing trust and strengthening relationships (Nugraha, 2024).
   
   Additionally, automated push notifications powered by artificial intelligence allow for personalized messaging, creating a sense of satisfaction and interest in users based on their searches. These notifications remind users of products they viewed but did not purchase, tailoring the message according to products and preferences, thus increasing content relevance. This strategy is known as Retargeting.
   
   
2. Browsing History
   The ability to review the browsing history of previously viewed products can help users make decisions and quickly retrieve relevant information. This feature can positively influence the user’s perception of control and organization, improving the overall experience.
   
   You can offer users the option to quickly access their history via a “bubble” format that follows their browsing flow without interruption, providing a smoother, less invasive experience and reducing frustration by not having to navigate away from the current page.
   
   In a carousel format, users will enjoy a more dynamic visualization of their history, allowing them to see items in a more attractive and pleasant way, which facilitates navigation between products and generates satisfaction.
   In the pop-up format, you can capture the user’s attention more quickly and effectively upon their return to the store, reminding them of the last products they viewed so they can resume their purchase swiftly.
3. Most Popular
   Displaying the site’s most visited or best-selling products influences user behavior by creating a sense of trendiness or social proof. The idea of wanting what other users are buying is linked to product quality, popularity, and the interest it generates, motivating users to purchase “popular” items, thereby facilitating decision-making and increasing satisfaction (Nugraha, 2024).
   
   
4. Recommended
   Personalized recommendations for each product, based on the behavior and interests of other users, can enhance user satisfaction and reduce decision fatigue, contributing to a more personalized and relevant shopping experience. The recommendation engine employs machine learning algorithms to analyze each user’s behavior and preferences in real time. By continuously learning from patterns and interactions, it ensures that each product suggestion is uniquely tailored to the user’s needs, boosting personalization and increasing interaction and conversion rates.
   
5. Linkpage
   Master links that consolidate the most important links of your brand can simplify navigation and help users find what they are looking for more efficiently. This reduces frustration and increases user satisfaction by quickly providing the information they seek and are interested in.
   
   Implementing this tool not only improves the user experience but also simplifies navigation and reduces stress by offering a clear and organized structure. By providing direct access to various key sections, users will feel more in control of their shopping experience, allowing them to independently explore and access information that interests them, tailored to their specific needs and preferences. Additionally, creating a well-designed and organized linkpage conveys an image of professionalism and attention to detail, which can enhance user trust in the brand.
6. Exit Pop-ups
   Pop-ups that appear when a user is about to leave the page can be used to offer discounts or the most compelling offer available. They are effective in retaining users and reducing the abandonment rate, but if not implemented properly, they can be perceived as intrusive, negatively impacting the user experience. It is important to prevent unexpected abandonment by offering incentives, discounts, or reminding the user about items they viewed, or even encouraging them to inquire further. This can reduce purchase abandonment and mitigate the frustration of not completing a transaction.
   
   Exit pop-ups can include special coupons or discounts that motivate the user to complete their purchase. This strategy not only drives conversion but also increases user satisfaction by making them feel they’re receiving additional value. While the most common use is as described above, exit pop-ups can also be employed to request feedback via a form, provide contact channels, encourage push subscriptions, remind users of benefits, or offer incentives to return (such as discounts on the first or second purchase)—all of which help drive the purchase to completion. By effectively implementing exit pop-ups, you can enhance user satisfaction and promote positive emotional engagement with your ecommerce.
7. Chat Pop
   Chat bubbles provide assistance, improving the user experience by delivering quick answers to questions or issues. This can increase user trust and satisfaction; however, a poorly executed or overly invasive chat can be perceived as intrusive.
   
   It allows users to get answers or resolve problems in real time, reducing frustration and uncertainty during the purchase process, while also fostering a more personal and direct interaction with the brand—making users feel more valued and attended to. A direct communication channel conveys transparency and trust, showing that the brand is always ready to respond and assist.
8. Promotions
   Offers and promotions are key tools for encouraging purchases and boosting conversion rates. Well-targeted promotions can enhance the perceived value and satisfaction of the user, while excessive or poorly targeted promotions may lead to offer fatigue.
   Additionally, promotions can ease financial pressure by lowering purchase costs, thereby reducing spending-related stress.
   Time-limited promotions create a sense of urgency to take advantage of a good offer, reducing indecision and anxiety, and enabling users to choose the offer that best suits their needs and preferences, giving them greater control over their shopping experience.
   This is defined as “Positive Reinforcement,” where we motivate the purchase by offering an attractive consequence—the granted discount (Salvador, 2018).Likewise, such promotions can also encourage users to try new products or services they might not have considered otherwise, promoting exploration and learning about the brand’s offerings.

Conclusion
Each of these tools can significantly impact PsychoGrowth by influencing how users perceive and respond to them. A user-centered implementation is key to ensuring that these tools positively contribute to the psychological and emotional development of the user during their shopping experience.
It is important to note that, in addition to the points mentioned throughout the article, other factors—such as cultural and sociodemographic influences, as well as high exposure to virtual media (Quispe, 2020)—also play a major role in the purchasing process.
In conclusion, Kahneman and Tversky proposed that most of our decisions are made quickly and subconsciously; therefore, we must implement a strategy focused on minimizing emotions like stress, frustration, dislike, and anger. In doing so, we can motivate users to make purchases based on trust, calm, and satisfaction, making them feel that they are making the right decision (as cited in González, n.d.).