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Behavior Patterns: Fundamente unserer Entscheidungen

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PsyConversion

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Zusammenfassung

Behavior Patterns sind standardisierte Verhaltensmuster, die der Mehrheit unserer Entscheidungen zugrunde liegen. Sie können in den Bereich der „persuasive communication“ eingeordnet werden, zählen also zu den kommunikativen Überzeugungsinstrumenten. Ihr Einsatz im E-Commerce bringt einerseits Verbesserungen der User Experience mit sich, steigert aber auch und insbesondere die Conversion-Rate (sowie andere relevante Erfolgsindikatoren). Voraussetzungen auf Unternehmensseite sind ein markt- und wettbewerbsfähiges Produkt sowie eine funktionierende technische Infrastruktur. Ist dies gegeben, können Behavior Patterns für die Neukonzeption oder die Optimierung von Digital-Projekten eingesetzt werden. Ihre Wirkung darf zugleich nicht überschätzt werden, den „Kauf-Knopf“ im Gehirn als E-Commerce-Mythos stellen sie sicherlich nicht dar. Die grundsätzliche Wirksamkeit ist zwar weitgehend universell, die Wirkungsstärke ist es aber nicht. Daraus folgt: Je besser ein Unternehmen seine Nutzer kennt und klassifizieren kann, desto passgenauer kann die Auswahl der Behavior Patterns sein. In diesem Zusammenhang bietet die Echtzeit-Dynamisierung bzw. Personalisierung der Website entlang der identifizierten Nutzergruppen weiteres Conversion-Potenzial. Zur Identifikation passender Patterns liefert das Buch mehrere Frameworks. Zudem empfiehlt sich in vielen Fällen der Einsatz sich gegenseitig verstärkender Patterns im Verbund.

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    Philipp Spreer

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Spreer, P. (2018). Behavior Patterns: Fundamente unserer Entscheidungen. In: PsyConversion. Springer Gabler, Wiesbaden. https://doi.org/10.1007/978-3-658-21726-6_3

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