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Ep. 105 - 5 Psychological Principles For Your Store in This New Normal with Hannah Levenson

Hannah Levenson is the Marketing Lead @ Loox. In addition to being an Ecommerce and UX enthusiast, she loves to share her knowledge of digital marketing as a guest lecturer at The Interdisciplinary Center, Herzliya, IL. 

When she's not writing about the psychology of Ecommerce, you can find her practicing pilates or traveling around with her DSLR camera. 

In This Conversation We Discuss:

  • [00:00] Intro
  • [00:41] Sponsor: Klaviyo klaviyo.com/honest
  • [01:17] Pronunciations shenanigans
  • [01:54] Loox’s role for merchants
  • [02:42] How Hannah ended up on Loox
  • [04:11] Loox helping every stage of your funnel
  • [05:52] The Ecom revolution
  • [07:22] Sponsor: Gorgias gorgias.grsm.io/honest
  • [08:11] #1 - Analysis Paralysis
  • [11:37] The benefits of having a lower SKU count
  • [12:29] When a lot of choices is applicable
  • [14:49] #2 - The Principle of Least Effort
  • [17:08] The “drunk and in a rush” philosophy
  • [18:46] Sponsor: Rewind rewind.com/honest
  • [19:27] #3 - The Law of Past Experience
  • [22:29] Test out your innovation
  • [23:21] Sponsor: Avalara avalara.com/honest
  • [24:12] Uniqueness vs what is used to
  • [25:33] #4 - The Idea of Loss Aversion
  • [27:40] Restraints and scarcity tactics
  • [30:23] #5 - The Power of Social Proof
  • [34:14] 5 Philosophies Recap
  • [35:51] Where to find Loox


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Hannah Levenson  

So I wanna give a warning here: Do not overuse the scarcity tactics. People will catch up onto you and they will maybe feel cheated as well.

Welcome to Honest Ecommerce, where we're dedicated to cutting through the BS and finding actionable advice for online store owners. 

I'm your host, Chase Clymer. And I believe running an online business does not have to be complicated or a guessing game. 

If you're struggling with scaling your sales, Electric Eye is here to help. To apply to work with us visit electriceye.io/connect to learn more. Now let's get on with the show.

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Chase Clymer  

Hey everybody. Welcome back to another episode of Honest Ecommerce. I'm your host, Chase Clymer. And today I'm welcoming the show with a fantastic guest, Hannah Levenson

And she's coming to us all the way from Israel, actually. Hannah works at Luke's... Loox. Sorry, I said that wrong. I've been so focused on how to pronounce things, and I'm just gonna let this fly. Anyways, welcome to the show. How are you doing today?

Hannah Levenson  

Good. How are you?

Chase Clymer  

I'm screwing things up. It's what I do. It's my job.

Hannah Levenson  

(laughs) No, we're all human. It's totally fine. You got my name down at least, which is a super unique pronunciation of the usual "Hannah's" So I get it. It's totally okay.

Chase Clymer  

Yeah. Where I screwed up this time was the app name, which is a crazy spelling. So it's not my fault. And we'll make sure that it's spelled correctly in the show notes. But you work at Loox?

Hannah Levenson  

Yes, I work at Loox. And it's definitely a name that I'm sure people will not forget. We are one of the top apps in the Shopify App Store. [We] have been serving merchants of all sizes, specifically on Shopify for over 4 years. 

And our role on Loox is to provide customers, our merchants, with easy ways to collect and display photo reviews as well as product reviews to make that process super automated, seamless, and help boost social proof and trust for merchants. So they see that return on investment in terms of conversion rates and repeat purchases.

Chase Clymer  

That's fantastic. So you want to give a quick background on how you ended up there. And then what we're gonna really dive into today.

Hannah Levenson  

Sure, no problem. So I have always been a passionate marketer, I have about a little over 10 years of experience in the marketing realm. 

Before joining Loox, I dabbled around more in the app analytics sphere, specifically at a company called Appsee. And after that, I got an exciting opportunity to join the innovative growth hacking team at Loox. 

Loox is a collection of passionate people who are really inspired by ways that they can help Ecommerce merchants of all sizes, drive trust, and improve engagement on and off site. And at Loox, specifically I'm the marketing lead. 

So what's exciting for me as being a marketing lead at Loox is that I really get to empathize with the persona that I'm marketing to, because they have to leverage a lot of the same psychological principles and KPI’s that I'm also measured by as a professional. 

So for me, it's really exciting to roll up my sleeves every day, dive into my work on a daily basis, and also seek for ways that I can help make the Ecommerce experience easier for even, let's say, experienced Shopify merchants to also those that are just getting started. 

Whether those be stores that are moving from brick and mortar to the online realm or newbies starting with dropshipping.

Chase Clymer  

Oh yeah. It's... Once you're in this space, you instantly become pretty much an expert in a few things that are close to the solution that you're offering has or on our part, being a service person, we're just becoming... 

[We are] understanding the entire realm like whatever touches Shopify, we're gonna have some input on. 

So it makes these interviews with app companies and subject matter experts, they almost just write themselves. 

It's because earlier we were talking about just what we're gonna dive into today with these principles that you need to keep in mind, and you just wouldn't like... 

Traditionally, I guess, when you're designing a company that... Not to simplify what Loox does, but it's a review app. But why would these principles like tie back to the review app? And that's where just the [power] of content marketing comes into play, I guess.

Hannah Levenson  

Yeah, totally. And at the end of the day, these reviews are the baseline, the stepping stone for not only getting first time purchases, but for building that loyal user base moving forward, and even getting brand advocates on board. 

So there are a lot of ways that it can impact different stages of the funnel from first brand discovery, helping others know about your brand, and how your product or products look with real users. 

And then ultimately, converting those interested potential customers. And then bringing them on board to share their positive experience with your product and distribute that amongst their networks. So reviews have a wonderful place and each stage of the funnel. 

And Loox in a sense, helps create that well -oiled machine to cover every stage of that process.

Chase Clymer  

Absolutely. Today, we're gonna talk about 5 psychological principles that you should keep top of mind when optimizing your online store and your marketing. So I guess where do we start here? Do we just start at number one? Or is there a journey you're gonna take me on?

Hannah Levenson  

Yeah, well, you know why I chose this topic specifically, is that I'm also dabbling in the didactic world. I love to teach as well. I'm a teaching assistant at our local university. 

And I love diving into the underlying psychological principles that impact everything from color choices on a landing page to certain copy utilized within a pop up on a bestseller collection. 

And today, I particularly chose these 5 psychological principles because I feel that they've been impacted because of corona. And we've now entered this "new normal". Ecommerce has blown up like crazy. As the CEO of Shopify said he is "arming the rebels". 

And we've seen record breaking numbers in terms of new stores opening up and also in terms of mobile usage. 

So I wanted to dig a little bit deeper on how these psychological principles a lot of them that have been so ingrained in our day to day, how they are either stronger and more fortified because of corona or they might be weakened because of coronavirus. 

So that's kind of what I wanted to dig into, and hopefully provide you listeners with some tips for how to apply that to your own store.

Chase Clymer  

Cool. Let's dive in. 

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Hannah Levenson  

So you guys have definitely heard this a lot. But COVID-19 has basically just changed the world permanently. And especially when it comes to the amount of choice that is available online. 

And so the first psychological principle that I wanted to dive into was regarding Analysis Paralysis. Now you have not only the extensive number of Ecommerce stores that already existed before the pandemic struck, but you also have a lot of brick and mortar stores that have moved to the online space. 

For example, one of our top clients, Pier 1 imports has completely moved online. And then you also have a lot of people in the drop shipping and print on demand space. They're also opening stores and looking to benefit from the shift to the online realm. 

The challenge with that is that there's a lot of tough decisions. I feel that some people can empathize with me with this example. This real world example of going into Whole Foods and looking at an aisle and you see 30 different choices of peanut butter. 

And you just start baffled by which one you should decide which one you should choose. How are you going to make your choice? Is it going to be the one that looks the most natural? Is it going to be the one that has the discount on it? It can be quite challenging. 

And just imagine the online realm, you have so many different stores selling the same thing. Monetization is at an all time high, and people need to be able to make choices easier. 

And a big part of that also is impacted because discretionary spending is down. Mckinsey Consulting recently released a report and talked about people really ultimately only making purchases of what they really "need" at the end of the day. 

So that means that merchants really need to focus on eating choices. There's a few ways that I can recommend that people do that one would be in terms of creating, let's say, a best seller page that helps highlight to... 

Let's say to people more on the top of the funnel journey with your brand, that they can look and see what others have already chosen to purchase. And, that can help narrow down their decision. You can also curate and personalize certain pages. 

So let's say you have someone who's returned to your store who's made purchases in the past or has hardened products in the past, you can create a dedicated page for them that is based off of their interests, you can also create pages based off of editor's picks. 

You can also just narrow down choices, simply you can choose to highlight a few, 3 to 5 choices, maybe for a specific product category, and have those kind of emphasize larger visually at the top of the certain category or page. 

Those are good ways to just help make the process smoother for your potential customers. And take the overwhelming feeling out of the purchase process. 

And also out of Black Friday, Cyber Monday during COVID-19. In general, there's going to be a frenzy this year. The frenzy has already started. So you know we already had Prime Day

We have deals that are happening in October already. People are extending Black Friday since the beginning of October. So it's a good time to really cut through the noise and aid your potential customers and return customers with easier ways to kind of pick products.

Chase Clymer  

Yeah, oftentimes, on this show [I] harp about having a lower SKU count makes it a lot easier, your marketing gets a lot easier. And the choices to be made are a lot more easy for your customer. 

And then just do what you said about highlighting a few products. I see this all the time. People think they need more SKUs. And he knew more products on their product pages or like on their collection pages, when they only actually have 1 or 2 products like that, I don't know where that idea came from. 

Who cares about that? I see people like that will build out their products, with every color as an individual SKU, or any sort of variant of that product is its own thing.

All that does is create confusion because the customers are like "I just wanted to buy this widget. I wanted to buy this shirt. But there's all these different things, they look the same to me. Now I'm confused. And now I'm willing to go away." 

Hannah Levenson  


Chase Clymer  

Essentially, that confusion is lost conversion at the end of the day.

Hannah Levenson  

Totally, there's this great meme you can find online with Homer Simpson, staring at multiple buttons on a dashboard trying to understand which one he should pick to silence an alarm. 

And I think it's just a perfect example of also how a lot of consumers feel with the amount of choice that they have today. And again, I'll emphasize. As I've mentioned, discretionary spending is down. 

So you don't have much of those on-the-go purchases. Shopping carts are larger and so people need their choices narrowed down. Regarding what you mentioned, some sites may be offering many different variations or just showing a lot of different stock, that can be effective , actually, for those who... 

Sometimes it can be effective for those who are in the beginning of the journey with your brand, meaning you want to flex your muscle in the beginning and show that you have a fair amount of options. 

But after that, after they've gotten that awareness, it's really important to then streamline the process from there. And this is only relevant for particular brands. So I do not say this as a sweeping statement. 

Chase Clymer  


Hannah Levenson  

But in general, I definitely would play to my former tip, which is ultimately aim [for] less is more here. Really the same thing with cooking, add a little bit less salt. Then consider adding more.

Chase Clymer  


Hannah Levenson  


Chase Clymer  

I think where I've seen it really effective, which... I'm now just calling myself a liar within 5 minutes. Where I actually have seen it really effective is on clothing brands. 

Sometimes it is important to branch out your colors on the collection page, but it should be one product. And that is a very custom solution that you need to like... 

Hannah Levenson  


Chase Clymer  

...probably hire someone who knows what they're doing to build out.

Hannah Levenson  


Chase Clymer  

Because you don't want it to be multiple products, because then your inventory is gonna be wild the way that it gets managed on the back end. But you want them to be able to link together through the variant colors, which actually Shopify just silently released access to that API like a week ago.

Hannah Levenson  

Yeah, remember that in their town hall announcement, which was great. 

Chase Clymer  

Yeah, they always do that is like oh, by the way, we did this. And we're like, Wow, that's really awesome. But also, where are these other features you promised us?

Hannah Levenson  

Oh, we love Shopify.

Chase Clymer  

Yes, we do. Yes. You have to if they're like your brother or sister, you're allowed to pick on them, but no one else is.

Hannah Levenson  

Oh yes. Totally.

Chase Clymer  

All right. Let's narrow down the choices. Let's make it easier on people. What's the next tactic?

Hannah Levenson  

So the next step is drawing on the topic of laziness. I think the word lazy is being thrown around a lot more recently, because we're stuck at home, more morally fatigued, and there's a lot of new automations and processes. 

And you also have a gig economy at full gear, which has made it easier for us to be "lazy." (laughs) And with that, I'm pulling what I call The Principle of Least Effort, which is the idea that humans innately are more likely to choose the path of least resistance. 

And now in our new normal of COVID-19, that is more true than ever before. And in terms of how that impacts you as a store owner, that impacts everything from your marketing, to creating accounts for when users create an account, or even also the checkout screen. 

Everything needs to be checked and triple checked that it is fluid, it is friction free, it works for mobile, and it works for desktop, and it works for different resolutions... Because the moment that that account form, create an account form, becomes too lengthy... 

Or all of a sudden, I don't have autofill capabilities, and I have to enter my home address over again, it is so easy for me to turn to another option. Which has me jumping back to the first step. And boy [I] mentioned the fact that there's just so many options out there, it makes it really easy for me to say, "Nah... You know what, I'll just go to this other store, I think maybe they have something similar." 

So those little moments, those friction points in the customer experience can be more debilitating than ever before. 

Because we have this freedom of being able to browse at home. We have that access when using our mobile devices more than ever. It's going to be a watershed year for mobile. 

So that means that anything that makes [or] draws more effort from the consumer than need be could likely mean that you're losing that purchase. 

So it's something to just keep in mind. And make sure to check some key areas in your conversion funnel and make sure that they're running smoothly as possible.

Chase Clymer  

I couldn't agree more. A lot of what you covered on here is introductory into conversion rate optimization. And yeah, we bring this up all the time when we're reviewing sites for clients and stuff. It's like, "Hey, you're making it harder than it needs to be like, this needs to be pretty straightforward. I need to understand what the next step is." 

Sometimes we like to joke that like you had to pretend that your customers were drunk and in a hurry, like make it simple to understand and easy to do.

Hannah Levenson  

Yeah, and I'm gonna remember that quote. That's gonna go in my quote notebook. (laughs) That's definitely one I won't forget.

Chase Clymer  

I can't own that. I'm sure I heard that somewhere else.

Hannah Levenson  

Well, it's an interesting point. Also, because there's a lot of new user personas entering the picture. Imagine the people that were used to doing in-store shopping for Black Friday, they were looking to do those doorbusters.

Or you also have an elderly community that's used to completing their purchases in-person. And now they've had to shift the online realm. 

So now I need to give elderly citizens credit because they've actually made that shift very notably, especially when it comes to mobile groceries. 

But that doesn't mean that we need to challenge them with complex account building forms, checkout, etc. It needs to be, yeah, exactly. As you said, like someone is drunk and what was the... (laughs) What was the phrase he said drunk and tired?

Chase Clymer  

In a hurry. 

Hannah Levenson  

In a hurry. (laughs) Exactly. So yeah, it's important to keep in mind, especially also with new personas, entering the picture as well.

Chase Clymer  

Oh yeah. 

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Chase Clymer  

It's just you got to just make it seamless everybody, it's...

Hannah Levenson  


Chase Clymer  

You get too comfortable with your own website just by being using it every day. You need to get some user research done, especially by some of these new personas, as Hannah has mentioned here.

Hannah Levenson  

Awesome. Great. Well, I hope so far my first 2 principles have been interesting and engaging. I'm also really curious after this podcast to hear any feedback about what I've shared so far. In terms of my 3rd principle that I wanted to talk about, and it ties in nicely with the principle of least effort.

It's all about being able to make these visions quickly and comfortably. So that means that we need to reference The Law of Past Experience here. 

At one point or another, I know as a marketer myself, or store owners as well, we all want to innovate. Innovation is a good thing. It's the process of improving upon what we already know. Crises like COVID-19 have brought about a lot of innovation, especially in the realm of Ecommerce. 

They've got virtual queueing, QR codes, virtual fitting rooms. And as I mentioned, just earlier, we're seeing some new people, new personas. As I mentioned, senior citizens even abandon those strict habits and convert to new innovations. 

But that doesn't mean that we need to innovate on everything. And please blend in with each other. But it's so important to acknowledge, especially when it comes to the UI of your site. And there's no need to make a button look like something new or innovative, or that a new filtering or personalization process needs to be in place.

People have become comfortable with certain personalization capabilities and filtering capabilities on Ecommerce sites. They've become familiar with certain canonical symbols, such as the hamburger menu, such as scrolling capabilities. 

So there's no need to make those micro interactions more than they need to be. Focus on smart functionality here. It's actually to reference your quote chase that you shared with me a few weeks back, and we collaborated on a black friday piece. 

There's a lot of groundbreaking features coming out in the Ecommerce space every week. But they're not going to fix underlying problems in the stores, he shared. The key focus here needs to really be on having a great product, a good user experience and a solid marketing plan. 

So ultimately, stick to the basics first, innovation can be great, but you need to do it in the right way. And the law of past experience really holds true here. Especially as you have a lot of areas having been shaken up in the Ecommerce space, it's important to have those baseline truths also still guiding your customers.

Chase Clymer  

Oh, I can't agree more. We'll have conversations with people. And they're looking to do a website redesign or something. 

And like, we have to keep them in check and be like, "Hey, the Walmarts and the Shopifys and the Amazons of the world have taught your customer how to shop. And the more weird you make your website, you are literally taking money out of your pocket." 

It's as simple as that.

Hannah Levenson  

Well, exactly. I totally agree. I think what I can recommend to users listening in is that it's really important to to start by modeling your sales pages after some of the best in the business and in your vertical. Look to them as a template for how to do things. Don't go overboard. (laughs) 

That'll just ultimately oftentimes cause more confusion amongst your customers and potential customers. And then ultimately, if you do want to improve on some elements, run a split test. 

My mantra is a split test, see if that innovation actually improves the customer experience and then move from there. We have to be very wary here. 

Especially in a time when we're competing so many other stores in the space for that little bit of visibility. It's important to leverage some of those baseline truths that work well for every store.

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Chase Clymer  

If you want to say your brand is unique, you're zany,  you're quirky, that's cool. That should not have anything to do with the customer journey that people are used to. 

You can make your about page fun. You can make all your email marketing be off the wall. You can have... 

Heck, even your retargeting ads can be like, weird and quirky. But the journey from discovery to purchase should be pretty spot on. I know what I'm getting into. 

Or if I don't know what's happening, like I've never experienced before, I'm not gonna convert.

Hannah Levenson  

Exactly, exactly. So I appreciate that addition. I mean, it's also great. I love Chase when you share examples also, of conversations that you've had with clients because it's important to bring together those real world examples to show that this is something that's happening on a day to day in terms of questions that are coming up initiatives that stores are wanting to pursue. 

Even the most experienced stores are sometimes, you know, caught up in this swirl of innovation that is happening in these buzzwords. 

And sometimes we lose sight, we lose focus of that user journey for what you're mentioning. It's really great to kind of echo that and make sure that we have that as a key mantra as we approach this shopping season.

Chase Clymer  

Yep. Yep. Alright, now we're over the hump. We're moving on number 4. What do we got? What do we got?

Hannah Levenson  

Great. So this one I'll just touch on really briefly. we're all aware of it to a certain degree and that we're risk averse. And it's the new normal and that we are particularly risk averse now or I would hope so. 

And that we have our personal responsibility to wear masks and engage in socially distant activities. And Risk Aversion also fantastically applies to marketing in Ecommerce. 

That idea of being offered, for example, a discount or risk saving $20. Risk aversion can also be translated to one of my favorite words: FOMO, the fear of missing out. I think that particularly rings true in today's new normal in that we're all experiencing FOMO at different levels. We don't have the usual meetups with friends that we usually do. 

We don't have restaurants or birthday parties... So FOMO is at an all time high. And especially if you see friends that are living in different states, or different parts of the world, and are in different degrees of lockdowns, or restrictions due to COVID-19, that FOMO level is extra high. 

And so following the Ecommerce space means that we need to create urgency. And this is a baseline tactic for all Ecommerce brands in that we need to display stock level. 

That can oftentimes be a good tactic, especially with customers knowing that this Black Friday is going to be an online event. It's going to be the biggest sales yet.

Displaying stock level is a great tactic for creating urgency. Also limited time offers. But I want to give a fair warning here. Right now I'm sharing a principle that is talking about something that's a bummer at the end of the day: COVID-19 and FOMO and not being able to see friends. 

And the fact that I'm encouraging you as an e commerce store to capitalize on that and create urgency. So I want to give a warning here: Do not overuse these scarcity tactics. People will push up onto you and they will maybe feel cheated as well. 

So restraint is also important here. Restraints can really deliver maximum positive impact. So select an urgency tactic that makes most sense for you, whether that be stock level, limited time offers... 

But be sensitive in terms of the micro copy and general copy that she has on your site. Because at the end of the day, these customers that are experiencing FOMO want to ultimately also have a human experience with a brand that they're engaging with. 

So everything in caps and exclamations is not necessarily the best tactic in terms of creating urgency and capitalizing on loss aversion. So [it's] just a caveat I wanted to add. But in general, this is a principle that is definitely present and even more relevant now because of COVID-19.

Chase Clymer  

Yeah. You... While your customer may be drunk, as I said earlier...

Hannah Levenson  


Chase Clymer  

...they're not dumb. And they can tell when they're being sold. And when it's a tactic, and you need to be thoughtful of that. And it will make your brand come off cheaper, and people will...

Hannah Levenson  


Chase Clymer  

...view it less valuable. And then you won't have a good time. Your sales won't do what you want it to do.

Hannah Levenson  

Exactly. I can say that I remember last year when looking at my inbox during Black Friday, Cyber Monday, I think I had 20 emails in a row in a row that were all caps: "BLACK FRIDAY SALE! BLACK FRIDAY SALE! DON'T MISS OUT! DON'T MISS OUT! YOU'RE GOING TO LOSE $20!" [Or] whatever it may be. 

And at the end of the day, it just created so much noise that in a way loss aversion, actually, wasn't present at all. And instead, I had complete banner blindness and I just ignored them as a whole. 

So if I can give any advice in terms of how Ecommerce stores can utilize the principle of loss aversion now, it would be to think about some more cumin ways of phrasing discounts and limiting time offers that are present or offered earlier than Black Friday. 

I think that could be a good tip but again to each store's own. Some tactics in terms of creating urgency will work better for, let's say, an accessories brand than they would for a vintage brand.

Chase Clymer  

Yeah. All right now we're rounding home on a weird 5-sided baseball diamond. (laughs) Let's slide on in what's the final tactic that you want to share today?

Hannah Levenson  

Okay. (laughs) Well, the final tactic is talking about how decisions are difficult at the end of the day. And ultimately, we just want reassurance. 

Especially in these trying times where we have said multiple times to friends and family, that COVID-19 is the definition of "You really can't plan for what comes next." 

So with that loss of security, in a way, we're looking for other ways that we can get trust and social proof. And so that's why I want to talk about The Power of Social Proof particularly in terms of making decisions. 

The end of the day, --especially because there are so many ecommerce stores out there-- there's going to be so much marketing happening around Black Friday, and even before Black Friday. 

There's gonna be a lot of noise. And ultimately, consumers are going to turn to others to get an opinion on what they should purchase. 

And part of capitalizing on users opinions or other's opinions is through user generated content and product reviews, especially in the form of photos. So this is my lovely marketer plug of Loox. (laughs) Full discretion here.

But I think it brings us full circle to what I was talking about and that uncertainty is stronger than ever right now. And also, because the in-store experience is out the window, --it's not relevant for this Black Friday, or won't be relevant for a long time-- we need to find ways to reassure our consumers from their peers. 

From their network. From their trusted friends. And one of the best ways to do that is through photo reviews. Photo reviews are a great indicator of how products look on different size bodies, how products look in different environments. 

Let's say for example, you are a store like True Vintage that sells vintage products. Now vintage products can appear in many different ways. 

Because it's something that's been used. So those photo reviews are super important in the purchase decision making, because they allow others to see what those products look like in advance for real, from legit, verified users. 

So that's very powerful there. This is marketing. This saves immensely on marketing budget and ultimately builds that everlasting trust that is so essential these days. Photo reviews are also really important in terms of, let's say, demonstrating homeware accessories. 

Even things such as baby toys, it really spans the whole gamut in terms of relevancy. You can even see that photo reviews are used for stores that are one product stores such as BlendJet. So BlendJet is a great example of a longtime client of Loox. And they utilize our photo reviews, be able to show how the BlendJet can be used in all different scenarios, whether it's in the car, or on the go, walking around in the park if your park is open. (laughs) 

So that's a great example of that. Even though that's 1 product, it shows the variance in terms of where it can be utilized and where it's applicable, which is a great way for users to understand, --even beyond what they would get in an in-store experience-- how it's applicable to their own life and their own environment. 

So these are things that really help break down the issues of anxiety when it comes to making purchase decisions, whether that be a small purchase, or a large one. And ultimately help increase that trust and connection with that brand.

Chase Clymer  

Absolutely. Social proof is an amazing, powerful tool. And I couldn't agree more. So quickly, you want to run through what those 5 topics were real fast to just recap it for everybody.

Hannah Levenson  

Sure, no problem at all. So the first one is about Analysis Paralysis: an idea of too many choices. 

The second one I covered is about our innate laziness as human beings and how that's even at a higher level now. So that's The Principle of Least Effort and how we need to make user experiences as seamless as possible. 

The Law of Past Experience was a third principle I talked about, which at the end of the day is all about... Yeah, your brand can be unique and different in terms of its marketing in terms of its tone. 

But there are some elements in terms of the baseline customer experience that needs to be used, even if they're "older". Innovation is good, but innovation can also be detrimental. 

My fourth principle that I talked about is The Idea of Loss Aversion. And how people want to avoid losing out or FOMO, the fear of missing out. So how we can capitalize on that prior to the holiday season and during the holiday season. 

And the last topic I talked about was Social Proof and how ultimately decisions are quite difficult to make as human beings are looking towards getting reassurance to get validation from our peers or friends or network. 

And one of the best ways to do that is via verified photo reviews that show what your product looks like and shows happy customers utilizing your products. 

Chase Clymer  

Awesome. Thank you so much for coming on the podcast today. If someone's interested in learning more about looks, what's the best way to get a hold of you?

Hannah Levenson  

The best way to get a hold of us? 

Well, first, to learn more about Loox you can visit us on the Shopify App Store. You can easily type in Loox. We're also ranked top in the app store in the general browse section. 

And also our website, you can visit loox.app to learn more about our brand, who we are, read some case studies about cool companies that we've worked with. 

And if you want to get in contact with me, I always love speaking to people post-podcasts and answering additional questions. Even having a virtual cup of coffee with someone. 

You can reach me via email at hannah@loox.io. That's where you can reach me via email.

Chase Clymer  

Awesome. Thank you so much for coming on the show.

Hannah Levenson  

My pleasure. Thank you so much Chase.

Chase Clymer  

I cannot thank our guests enough for coming on the show and sharing their journey and knowledge with us today. We've got a lot to think about and potentially add to our businesses. Links and more information will be available in the show notes as well. 

If anything in this podcast resonated with you and your business, feel free to reach out and learn more at electriceye.io/connect. Also, make sure you subscribe and leave an amazing review. Thank you!