The Psychology of More:
Turning Digital Touchpoints into Dollars
Turning Digital Touchpoints into Dollars
When I think of online shopping, I can't help but feel it is a lot like walking into my favorite bakery or looking at my favorite restaurant menu.
I go in for “just one croissant,” but somehow I leave with a box full of desserts I didn’t plan on (and I’m not even mad about it). That’s not weakness; that’s a business strategy in full effect.
E-marketing is that friendly baker behind the counter, who knows exactly what caught your eye, what you’ll probably crave next, what could pair nicely with what you’re already choosing, and knows how to make your purchase of “just one” turn into “just one more.”
In this article, we’ll break down and explore how smart brands do this strategy and why we as the customers keep saying yes.
In this article, we’ll break down and explore how smart brands do this strategy and why we as the customers keep saying yes.
The Croissant Effect (a.k.a. Add-Ons)
It starts innocently enough… You get in the mood for a croissant. So you get on your way to a bakery. You finally arrive and you grab your desired croissant, and then the cashier says,
“Would you like a coffee with that?” You pause. Because… suddenly, that croissant does sound better with a delicious, warm hazelnut coffee.
“Would you like a coffee with that?” You pause. Because… suddenly, that croissant does sound better with a delicious, warm hazelnut coffee.
That’s the “Frequently Bought Together” feature doing its digital magic. It’s not pushy; it’s actually just helpful (to you as the customer and to the bakery as the business). The goal isn’t to upsell (necessarily), it’s to complete your experience. When businesses make recommendations that make sense, customers feel understood and guided, not manipulated and coerced into buying more. This right here, is what builds loyalty (and yes, revenue!) Smart brands use cross-selling strategies like these to turn convenience into connection.
Key Takeaway: Smart add-ons don’t push customers to buy more, they guide them to a more complete, satisfying experience.
The Perfect Menu (Cohesive Product Lines)
Great bakeries don’t just sell pastries, they sell moods and perhaps even a lifestyle. You walk inside and everything feels intentional, from the colors on the walls, to the croissants, the macarons to the coffee cups and sometimes even napkins. You might even check their website because their menu is a QR code and surprise, the website is as appealing as their pastries.
That’s what cohesive product lines do for brands.
That’s what cohesive product lines do for brands.
When every item feels like it belongs to the same story, bringing the same tone, same aesthetic, same promise, customers stop buying “things.” In this instance, customers start buying into the brand itself and everything it represents. Think Apple’s ecosystem of products or Sephora’s beauty universe. It’s not just commerce; it’s curation and a lifestyle.
Key Takeaway: When every product tells the same story, customers stop buying items — and start buying into the brand itself.
The Fancy Display Trick (Premium Products)
The Fancy Display Trick (Premium Products)
Ever noticed how the prettiest and most attractive products always sit at eye level. For example in a bakery, if they have cakes, the most beautiful one will be under the spotlight and on a glass pedestal. And that? That’s no accident.
When applying this to the digital realm, premium product placement does the same thing. When the $150 serum sits beside the $40 moisturizer, the mid-tier suddenly looks like a steal. This “decoy effect” is all about contrast, allowing the customer to see the value instead of just reading a price tag.
Key Takeaway: Strategic placement and contrast make value visible; it’s not about higher prices, it’s about sharper perception.
The “Free Pastry” Game (Shipping Thresholds)
“ NEWS! OCTOBER PROMO IS HERE: Free cookie if you spend $25 or more.”
Suddenly you’re at the checkout and…you’re at $22, you quickly analyze the $3 difference and…and now you need that cookie! That’s the psychology of shipping thresholds: the closer we are to a reward, the more we will want it.
Suddenly you’re at the checkout and…you’re at $22, you quickly analyze the $3 difference and…and now you need that cookie! That’s the psychology of shipping thresholds: the closer we are to a reward, the more we will want it.
But if the goalpost feels too far away, let's say for example: “free shipping at $200”, the excitement turns into frustration and doubt. The trick is balance: keep the reward close enough to feel attainable, and customers will cross the line to achieve it and with a smile.
Key Takeaway: Rewards work best when they feel attainable, customers are driven by the thrill of being this close to a win.
Key Takeaway: Rewards work best when they feel attainable, customers are driven by the thrill of being this close to a win.
More Isn’t Always Greedy, It’s Human
At its core, e-marketing taps into how people already think, want, and crave. We love the feeling of completion, harmony, and small wins. The best brands don’t exploit that, they honor it.
Because when digital touchpoints meet human psychology, it’s not about selling more, it’s about making “more” feel good.
Key Takeaway: The best marketing doesn’t manipulate behavior, it understands it, turning psychology into empathy and connection.
TOPIC: E-Marketing – Increasing Revenue through Add-On Products, Cohesive Product Lines, Premium Displays, and Shipping Thresholds.