Neuromarketing can help those who manage an e-commerce to increase sales: here are some practical cases to apply immediately.
The concept of neuromarketing was coined by Ale Smitds in 2002 and refers to the application of neuroscience to improve visibility and sales. In the mind of the consumer there are many processes that take place in an irrational, unconscious and almost automatic way and that can affect purchase decisions or his involvement with the brand. The discipline is intended as an addition to traditional market research and analysis and provides practical methods for increasing and retaining customers. Let’s see what they consist of.
- Application of neuromarketing
- Principle of scarcity
- Social validation
- The principle of contrast
Application of neuromarketing
According to Gerald Zaltman , professor emeritus of Joseph C. Wilson at Harvard Business School and author and publisher of 20 books, 95% of purchasing decisions are influenced by mental processes that operate on a subconscious level. In fact, consumers throughout the day are subjected to continuous stimuli from brands , products and services: not only advertising but also designs that recall products, stimuli in films or television broadcasts. Consequently, the choice to buy something is also influenced by all these stimuli. Neuromarketing can also be used concretely to improve the results of an e-commerce or other sales activity. There are, in fact, number of neuromarketing techniques that any seller can use. Here are some of them.
Principle of scarcity
Let’s start with one of the most used principles, capable of generating numerous conversions. It is applied, for example, when in an e-commerce there is a red writing under a product that reads ” limited availability ” or ” there are still two left ” and so on. These messages inspire the consumer to hurry up and buy the product before it runs out. In a nutshell, they rush as they create a sense of urgency. The person tends to decide in a short time in order not to miss the opportunity. Maybe that same customer needed that kind of input, because up until then he was stalling or wasn’t sure about making the purchase. The scarcity principle when an article starts to run out simply by communicating it to the public.
Another method of acquiring clients with neuromarketing is social validation. It emerges when a person reads the reviews of a product and if they are purely positive decides to buy it or when based on a product the e-commerce shows a series of articles chosen by people or when a section with the most purchased products is shown from other users or those they liked the most.
The social proof is a really strong leverage and that are well aware of the major e-commerce in the world where there are references to the choices of other consumers, feedback of any kind, including reviews and stars and label to encourage customers to make the same choice of those who have already purchased the product. This technique can also be used in other channels, for example you can send an e-mail indicating the products of the month most loved by customers.
The principle of contrast
According to this principle, the merchant first proposes the product that costs more to the potential customer and then another that costs less, with the aim of buying the second one. In fact, people are more likely to buy a cheaper product if they’ve seen more expensive ones first. Even in ‘ e-commerce can apply this principle: when the user is viewing or has purchased a product they may propose one or more related articles at a lower price.
For example, after the purchase of a shirt the seller could send an email suggesting the purchase of a pair of trousers that match perfectly and are very affordable. These were just some of the rules neuromarketing is based on and can be used by salespeople to increase customers.