Operational Work with Behavior Patterns

Philipp Spreer ()

Chapter Chapter 7 in PsyConversion®, 2024, pp 283-306 from Springer

Abstract: Summary A robust library of behavior patterns can only develop power with the proper operational application. For this reason, it is essential to know the specifics of its use in e-commerce. With this knowledge, practical triggers can be developed in the next stepTrigger, which initiates the corresponding behavior patterns on the digital surface. For a stimulus to work, the ability and motivation are essential prerequisites on the customer side. Generally, “the more, the better” does not apply when using behavior patterns. Instead, the selection should be made carefully and based on well-founded hypotheses. To ensure that the conversion does not deteriorate with the use (this is also possible if misused), an optimization project must always be accompanied by experimental methods (such as A/B testing). Especially in the context of personalized websites and the dynamic selection of behavior patterns for specific user groups, this involves a complexity that should not be underestimated – especially in the context of new legal circumstances, as a guest article by Joachim Stalph (Managing Partner, elaboratum) shows. Despite all the conversion focus, customer needs must never be neglected. An “alignment of interests” between company and customer requires ethical and moral responsibility on the one hand. On the other hand, this is in the interest of a sustainable and profitable customer relationship.

Date: 2024
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DOI: 10.1007/978-3-658-44593-5_7

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