Optimized Ecommerce EP 084 – Information Foraging Theory: Understanding Web-User Behaviors

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Matthew Stafford Dec 15, 2021

Welcome to Episode 084 of Optimized Ecommerce – Information Foraging Theory: Understanding Web-User Behaviors. I’m your host, Tanner Larsson, CEO of BGS.

BGS means Build Grow Scale! It is a community that we founded where eCommerce entrepreneurs and physical product sellers come to learn how to take their businesses to the next level.

Eric Kwoka has been a part of the BGS team for a long time! He is one of our Revenue Optimization Experts who works on all the Amplified Stores. Some of the work he odes daily involves testing, optimization, and tweaking on different statuses.

Eric is a big part of BGS, he got one of those amazing brains on which he can test data and turn it into huge wins for our Amplified Stores.

Here’s just a taste of what we talked about today:

The basics of digital psychology.

Digital psychology is the study of how humans interact with our technology, both in ways that our technology influences us, and the ways that we psychologically start to influence the content we find in technology. It’s how systems start to develop based on those psychological responses, not purely as one-way feedback.

For example, it’s not just Facebook programming us, but Facebook’s also getting programmed by us to get this constant feedback. Or when people use social media, over time those things influence their brain in different ways which are mostly based on how things are set up on the screen.

Understanding how digital psychology works can be useful, especially when building digital products.

Definition of information foraging theory.

Information foraging theory is built of what was called optimal foraging theory, which relates to how animals interact with their environments to find food, and how they make the decisions about what food to pursue, and which not to.

As to how that translates into the digital world with information foraging theory is when someone lands at a website and tries to find a gift for somebody, the individual looks around and sees what is the thing that is going to lead her towards what she’s trying to get. They call that information sent.

A lot of options in the market can start to go astray as stores get designed, with that idea of designing it and knowing the store wholly. So you understand like, oh, this button goes there. But a user that doesn’t have that familiarity might be more confused, and they might not click on things that they don’t know where it’s gonna lead, even if it is actually the thing that they’re looking for.

We also discussed a few other fun topics, including:

  • The benefits of digital psychology in ecommerce.
  • Some ecom specific examples where information foraging theory can be very helpful.
  • Other elements or cases of information foraging theory.

But you’ll have to watch or listen to the episode to hear about those!

How To Stay Connected With Eric Kwoka

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Also, Eric mentioned the following items on the show. You can find that on: