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What makes us buy? Why do we make a choice in favor of a particular site? These questions lead to the study of neuromarketing, which is becoming more and more popular every year. Its essence lies in the introduction of methods of psychological influence, which contributes to making a purchase and increasing loyalty to a product or service. I'll try to explain in simple terms. Surely everyone has a friend whose behavior you can predict even with your eyes closed. No matter how we stand out with our uniqueness, people tend to have stereotypes of thinking. Knowing the phenomena of behavior, you can make a person do what you need. Of course, doing this is not entirely friendly, but this example clearly captures the essence of neuromarketing. Visitors to the site can also be called your friends, whom you need to get to know better, advise, help with the choice and protect from unpleasant situations. After all, you work every day for their happiness and comfort. So why not give them a little push?
I will answer you, people are simply tired of the intrusive advertising that is full of on every corner. Aggressive advertising campaigns are being replaced by native (natural) advertising, which does not cause rejection and is easily perceived. Most marketers simply do not use the psychology of influence in practice, missing the opportunity to experiment with their target audience. Naturally, new practices like neuromarketing cannot be considered a panacea, but if they are implemented correctly, you will get a significant increase in conversions, and will also help increase the number of repeat purchases. I decided to study this trend in more detail and give you some useful tips. Here are a couple of influencer tactics you can use to increase online sales, let's break them down in more detail.
Renowned psychologist Dan Ariely put forward the theory that we always have trouble making a decision if there is only one sentence. When there are several offers, we subconsciously choose the one that suits us. To facilitate the choice and attract attention, the so-called “bait” is used. Give your customers multiple options to choose from. I would recommend using this technique in the service industry. Let me explain with a simple example. Let's say you're doing English distance learning. You have a basic course worth UAH 1,000, in which training is conducted remotely based on materials prepared by your school. However, your goal is to attract customers to the “Premium” option, in which you conduct online training with a teacher via a webcam. This service costs UAH 3,000. Compared to the basic package, the cost is significantly higher. It is in order to mitigate the price difference that the “Gold” package is created for UAH 6,000, to which additional services are added (for example, a teacher's home visit, individual training, etc.). Compared to the Gold package, the Premium offer seems to be quite profitable, even if the client initially considered the basic package. On the example of the well-known site eSputnik, which provides mailing services, you can clearly see how this technique is used.
We are all emotional beings, even despite all our logic and sequence of actions. We can't get away from it, it's our nature. So why not take advantage of this? If you can capture an emotional connection with your audience, your content will become useful and meaningful. What emotions are best evoked in your customers? The most effective are considered positive:
I recommend accompanying the content with emotional coloring. To do this, you can use stories, personal experience, reviews, pictures. However, do not get carried away with this technique, do not overload users with emotions.
The anchor in neuromarketing is the primary association with a product or service. Such information immediately takes root in our minds and it is extremely difficult to change the impression that has been formed from it. Anchor and serves as a support for comparing several sentences. Most often, it binds the evoking of pleasant emotions and surprise. This is effective for repeat sales. A customer who receives a positive emotion the first time is more likely to choose the same seller a second time. This technique was used by Steve Jobs at one of the presentations. He shocked everyone with the cost of the device - $999, and a few minutes later he named the real cost of $499. Compared with the first option, it gives the impression of savings and a successful purchase. We can see the same tricks in everyday life. They are definitely familiar to you. For example, selling multiple units at the same price tag. At the same time, it does not matter whether this purchase will be at least a little profitable, or whether you are offered to buy 3 chocolates at a price of 30 UAH, given that one unit costs 10 UAH. Studies have shown that this type of sales is 34% more effective. Another way to use an anchor in sales is to display an expensive item next to a cheaper one. For example, a $300 bag is placed next to $50 accessories. In this case, the handbag will be the anchor that attracts attention. Thus, the sale of related products will grow significantly.
A good old trick that never loses its relevance. All of us, by nature, strive for something inaccessible, inaccessible. This is due to the phenomenon of fear of loss. How can this effect be used for a website? Limit the number of products or the time of the promotion. Countdown timers or “only 2 items left” urges work great. For clarity, I will give an example, the well-known online store ModnaKasta just works on this principle. For each brand, promotional offers are presented, which are limited in time. Existing promotions are being replaced by new promotions, creating a constant push for buyers to take the targeted action quickly. The product card indicates the number of remaining products, which also creates an artificial shortage.
This principle was described by Cialdini and is a very common method of influencing clients. In the field of online business, this technique is expressed in the provision of free useful content, trial version, consultation, etc. Content must be as valuable as possible for the client, so that he feels like you are indebted. Do not use banal content for this purpose, give the user what he wants and he will be in your pocket.
One of the most famous techniques used in marketing. Its essence is to "hook" the client, find his "sore spot" and give him a solution to the problem. This technique is very effective, but recently it has been used too often by companies and has already become a little boring. Let's consider a simple example of a site for automating procurement OM24. The first thing to give to the client is his “pains”: After the client has recognized himself in the listed problems, it is necessary to show that you understand his pains and are ready to give ways to solve them: Thus, those who do not thought about the problem. And your offer will be perceived much more loyally.
Neuromarketing is a fairly young science that overturns the usual ideas about marketing. Use various methods to increase sales and you will get great results! I wish you success! Author: Karina Manko - Content Marketing Specialist Read also:
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