A look inside

2019 Crobox
Persuasion Index

The Crobox team of consumer psychologists, data analysts, and digital marketers curated this year's index.

Crobox is a full-service software company that combines consumer psychology with AI to help online retail enterprises gain high-impact customer intelligence. Our technology uses persuasive copy and design to encourage online purchase behavior while collecting unique psychographic data.

2019 Crobox Persuasion Index
Persuasion index scoring criteria

The Framework

Scoring Powerful Shopper Experiences

Each fashion brand listed in the Crobox Persuasion Index was chosen based on their size, traffic, and authority in the European market. Retailers were scored based on three categories: Persuasion, Fluency, and Insights. The total score, a webshop’s Persuasive Power, is out of one-hundred points.

It's important to note, Crobox sees a clear distinction between persuasion and manipulation. We condemn the use of "Dark Patterns" that nudge people in ways that are misleading or dishonest. Crobox seeks to ease decision making by pointing out product characteristics that appeal to individuals on a psychological level to make shopping more satisfying and pleasant.

Disclaimer: The Persuasion Index is the result of a qualitative observational study. Therefore, the findings cannot be taking as absolute conclusions. The evaluations were completed 11/2018-01/2019. If you believe something is inaccurate, please contact us and we will respond accordingly.

Persuasion

Drive Purchase Behavior

A website should be persuasive enough to help people make product decisions with greater ease without triggering resistance to exaggerated messaging.

Given the scope of the index, the weight of persuasion was heaviest in the scoring framework, making up 80/100 possible points.

Homepage

A homepage can lead users to multiple places but facilitating them to reach their goals is crucial. Homepages with persuasive messages will increase click-through rates that increase the likelihood of purchase behavior.

Subcategory Total: 10 points

Product Lister Page

Shoppers often suffer from Choice Overload on the Product Lister Page, which can prevent them from continuing their customer journey. Elements like product labels and nudges can reduce this. Websites scoring high have one or more of these.

Subcategory Total: 10 points

Product Detail Page

Having no persuasive message or information on the product detail page does not guide users to add items to their cart. Sometimes a nudge is needed. Points are awarded to sites with persuasive messages in place on this page.

Subcategory Total: 10 points

Shopping Cart

Informing users of the benefits and details of ordering online will make them more likely to purchase products. These behavior driving messages should encourage action without being too pushy. Points are awarded for effective implementation.

Subcategory Total: 10 points

Checkout

A neutral checkout page doesn’t entice shoppers to complete their transaction. Having persuasive messages in place motivates them to complete their purchase. Great implementation of those elements earn more points.

Subcategory Total: 10 points

Persuasive Execution

The execution of all persuasive messages determines their effectiveness. Design, moderation, placement, personalization, and copy should be well executed to receive maximum points.

Subcategory Total: 10 points

Persuasion Techniques

The number of persuasive techniques and psychological heuristics that are implemented shows the platform’s persuasive variety. The more principles that are used, the more persuasive a platform is, resulting in more points.

Subcategory Total: 10 points

Recommendation System

Recommending items helps to keep shoppers on the site and increases the likelihood of a larger order. Merely showing recommended items can earn a platform points, but using more persuasive copy or a more compelling way to recommend products earn additional points.

Subcategory Total: 10 points

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Fluency

Create a Seamless Experience

Fluency is the ease shoppers feel on your webshop and a key part of serving persuasive websites. Fluent, barrier-free customer experiences are more likely to end in conversion.

Accounting for 10/100 points, this category acted more as a hygiene measure than a score driver.

Homepage CTAs

Too many CTAs (calls-to-action) distract users from their goal, which can cause them to stop shopping. Brands using a limited number of CTAs are awarded full points.

Subcategory Total: 2 points

Navigation Ease

Websites with many distractions and barriers such as confusing CTAs, login walls, unclear website structure, and links that open new tabs decrease the ease of navigation. Websites with limited distractions are awarded full points.

Subcategory Total: 2 points

Design

Cleanly designed websites that minimize clutter improve the user experience and increase the likelihood of conversion. Websites with these characteristics score full points.

Subcategory Total: 2 points

Insights

Understand Your Shoppers

Having insights on your customers helps you create more relevant marketing messages.

This category made up 10/100 points because while it is a key to understanding shoppers, it is difficult to accurately judge from an outside perspective.

Insight Tools

The amount of analytics tools a platform uses can be a good indicator of how much the brand values insights on their customers. Without insights on your shoppers, it’s nearly impossible to be effectively persuasive. Points were awarded based on the number of paid insights tools.

Subcategory Total: 10 points

Meet the Evaluators

Patrick Oberstadt

Patrick Oberstadt

Consumer Psychologist

Patrick has a master’s degree in Economic and Consumer Psychology and a Hyper Island degree in Experience Design. As a Consumer Psychologist at Crobox, Patrick puts his psychological and persuasion hypotheses to the test while experimenting on clients’ platforms.

Patrick Oberstadt

Joris Fonteijn

Chief Behavioral Officer

With a master's degree in Health and Social Psychology, Joris has worked in the on and offline behavior change field for almost a decade. As the Chief Behavioral Office at Crobox, he applies his knowledge on psychology and persuasion to study and influence purchase behavior.