Neuromarketing for E-commerce has quickly taken off in recent years and has found plenty of converts
It has become essential to craft marketing strategies that incorporate some psychological features into it and there are some important techniques to keep in mind to boost sales.
According to a BSIE (Business School of Innovation and Entrepreneurship) study, it takes our brain just 2,5 seconds to decide if an E-commerce website is trustworthy.
Also, 95% of purchase decisions are unconscious.
Brains behind the Marketing strategy
What is Neuromarketing for E-commerce? It is the application of the combination of marketing and neuroscience in order to optimize the customer purchase experience by displaying images and products with an emotional trend and not purely of the product.
Although this may seem complex…don’t worry: you are not required to be Einstein to pull it off!
The biggest brands in E-commerce use this winning combination to boost sales and loyal customers.
Applying Neuromarketing on your E-commerce project has a better chance of achieving customers and ultimately converting them.
But how does all this function? It is simpler than you think. Keep reading the following 7 strategies.
1. Use the Psychology of color to evoke emotion
Believe it or not, colors have an effective mental effect on human behavior. Designers and marketers are using this knowledge properly as colors can impact a buying decision in a huge way!
The color is an emotional clue that gets your customers to see what you want them to see, feel what you want them to feel and do what you want them to do.
Colors impacts on the buyer’s subconscious desires compelling them into taking action:
Black is associated with strength, comfort and high quality.
Black is the top choice if you are selling luxurious and comfort objects as it drives an assured vibe to customers.
Orange templates represent enthusiasm, creativity. They are important because of the reality this coloration makes an impulse for the shoppers to come and buy the goods online.
Blue is often described as peaceful, tranquil, secure, and orderly. It is often seen as a sign of stability and reliability.
Choose your colors wisely and use different ones to evoke different emotions from your customers.
2. Limited editions and time offers: give shoppers a sense of urgency
Limited editions and limited-time offers are called marketing with scarcity.
Both limitations create a sense of urgency on consumers which are pressured into buying fast.
It is a technique that has proven to be effective because when products are limited, people tend to want to buy them more quickly.
In E-commerces, consider having a countwdown timer for your products in high demand on your website.
This way, customers will likely be prompted to buy it quicker in order not to miss out!
3. Add Trust Badges to boost conversion rates
A trust badge is a symbol or icon placed on your website that ensures your visitors that the page is legitimate and all processes are safe and secure.
Displaying trust badges are the best way to reduce the perceived risk of the shoppers and make them more inclined to buy something on your E-commerce website.
In fact, several case studies have shown an increase in conversions after displaying a trust badge: adding a “100% Money Back Guarantee” badge helps in increasing conversions by 32%.
4. Give Customers Social Proof
The human tendency to copy the behavior and preferences of similar others is the most popular persuasion technique today.
When you are shopping online, you need to rely on outside opinions to make your final decision since you do not have the product in hand to try it yourself.
84% of shoppers go through online reviews before completing a purchase and trust old buyers’ opinions.
There are various ways of social proof which revolve around showing that other people like what you’re offering:
- Positive reviews
- Influencer or celebrity endorsements
- Testimonials
- Growing the E-commerce social media
- Awards and/or recognitions
- Social shares
“Social proof is a psychological phenomenon where people conform to the actions of others under the assumption that those actions are reflective of the correct behavior.”
And remember to use terms as ‘favorites’ or ‘other people like’ instead of ‘best sellers’ or ‘what others bought’.
5. Use a Reputable Payment Gateway
Our brain feels pain when we have to spend our hard-earned money.
Using a good payment gateway (PayPal may be the most commonly used one) that is recognized by potential consumers is the best way to build trust and reduce risks of hackers and credit card fraud.
But there is more behind.
Offering the most comfortable and versatile payment service as possible turns the moment of payment into a pleasant experience.
Easy to access – omnichannel payments – positive frictions will help you sell more online.
6. Focus on “Pain Points”
Believe it or not, the user experience is hidden behind every little detail.
Neuromarketing also teaches us that consumers actually focus on relieving pain more than emphasizing pleasure.
According to Neuromarketing expert Christophe Morin: “Humans are pain-avoiding machines.”
Yes, pain seems to be stronger than pleasure when it comes to consumer transactions.
The brain’s pain avoidance response is almost three times stronger than the brain’s pleasure-seekingresponse.
This means that making a purchase automatically turns on the brain’s pain centers (negative activation).
With regards to neuromarketing for E-commerce, try to emphasize how your product or service can reduce pain for a potential customer rather than how it can make his/her life more enjoyable.
7. Show Your Product in Action
Sometimes, while potential consumers trust your description and specifications, they might not be sure about the real quality or real appearance of the product itself.
To avoid purchase delays, one way to reduce that concern is to offer large, high-quality images that show the product from different angles and can be zoomed.
Another good strategy is producing videos.
Videos allow buyers to look at the products in action and provide useful “how-to” information.
According to Kissmetrics, potential shoppers who watch a video of a product are up to 85% more likely on average to purchase that specific product.
These are just few of the most powerful strategies to build E-commerce trust and boost sales.
Interested in learning more techniques you can use? Contact me at mb@marcobaldocchi.com.