CoolSafety offers a wide range of protection products for workplaces at a fair price. For example, CoolSafety offers dust masks, gloves, safety glasses, and hearing protection.

Although it offers all the technological feats one could desire from a modern ecommerce company, first and foremost CoolSafety is a platform focused on building business to business relationships. In this respect, they differ somewhat from the typical consumer-oriented webshops.

At Unravel Behavior, we are able to achieve great results in conversion optimization as our recommendations and reports are deeply rooted in science, leaving the gut feeling behind. Our extensive knowledge base of behavioral psychology plays an important factor in this.

Often with small visual adjustments, for example aiming at increasing reliability, we achieve major differences in conversion rates.

We are often questioned: ‘We mainly have B2B customers, your psychological techniques will probably not work for them, won't they?’

The clear answer to this question is: ‘They most definitely will’, of which the results achieved for CoolSafety is clear cut proof. Psychology is everywhere – even in business to business sales.

Of course, it is important to take the mindset of the buyer into account. It’s true that B2B decisions lean a bit heavier on System 2 in our brain: the deliberate and reflective mode of thinking. In that case more rational techniques and adjustments that respond to increasing usability will work very well.

Does a website sell products that are mainly bought for emotional reasons? Then, you want to appeal to the brain’s emotional side. Think, for example, of earplugs that you buy for a festival on oordopjes-kopen.nl.

But in the end it turns out once again: people are people and all people are sensitive to our hardwired psychological buy buttons.

Something which will always be experienced as a psychological pain point during the online shopping trip, whether it is for business or private purposes, is the price of a product. Few people like the act of paying.

Luckily there are a lot of techniques within psychology to help you display your price optimally. With ‘optimally’ we mean: in a way that makes the price feel as cheap as possible.

Besides displaying your price in psychologically clever ways, you can also try to shift your consumer’s attention from the price to the product itself. This is what we also tested for CoolSafety.