Have you ever wondered why every grocery store you walk into has a pretty similar layout? Have you noticed that the eggs, meats and other staple items are usually towards the back? Why do you walk by all of the sweets, sodas and snacks on your way there?
That’s because the way you are marketed to really goes hand in hand with psychology and the studies of human behavior. Supermarkets know that you’ll end up in the back of the store for the staple items, so they display the tempting things that you don’t need to you on your way there.
Using Psychology to Improve Your Marketing Strategy
Our buying behavior as consumers can be predicted if paid attention to, because we are all wired a certain way. Just like in the physical world, we all have certain ways we behave online that marketers study every day. Your brain’s cognitive tendencies, biases and preferences all play a significant role in the way companies market to you. It’s really quite mind-blowing how much we don’t realize it. How will you use psychology to take your marketing strategy to the next level? These 3 tips are a good start.
1. Cater to the Impulse Buyers
Did you know that most online purchases are spontaneous? There are many psychological insights into why we impulse buy, but one of the key ways to encourage this behavior online is the use of call-to-actions. According to psychological studies, the neocortex (or “reptilian brain”) triggers the fight-or-flight response when presented with an urgent decision to make.
While you don’t want to trick your potential customers into purchasing, there are ways to make it more urgent for them to take that next step. Here are some examples of effective call-to-action phrases:
- Shop Now
- Join Now
- Subscribe Now
- Buy Now
- Register Now
Notice the key word is “now”. Inspire more impulse purchases by offering value while incorporating urgency.
2. Use Content to Create Trust
The impact of trust in digital marketing is huge when it comes to conversion. In order to optimize your online brand for conversion, trust must be at the center of your brand’s messaging. While imagery can be very compelling, the brain associates certain key words with reliability and dependence. Your potential customers will be more likely to buy your product or service when they know they can count on it.
Would you rather hire a plumber or a certified plumber? Do you want to buy the authentic leather couch or the leather couch? Adding these simple words may seem like a no-brainer, but you’d be surprised to see how many brands are falling short and missing out on potential customers.
3. Balance Logic with Emotion
We all like to think that we are very rational decision makers when it comes to purchasing something online. In reality, emotions play a considerable role in our cognitive decision-making. If we didn’t involve emotion, we would have a difficult time making any choice at all. Cater to your target persona’s emotions and they will be more likely to take that final step in your sales process.
You may be thinking, ‘I’m not a mind reader!’ Well, getting into your customers’ heads is not as hard as it may seem. Let’s take a look at how a potential client may balance rationale and emotion in their decision-making process.
|Rational Brain VS Emotional Brain|
Do I need this product or service?
Do I want this product or service?
Can I rely on this product or service to last?
Can I rely on this product or service to make me happy?
Is this product or service within my budget?
Is this product or service on sale for an attractive price?
You can see how playing to both “brains” is extremely important. If you cater too much to one side, you’ll neglect the fundamental way that people make decisions.
How Psychology Can Improve Your Marketing Strategy
As you can see, the more you wrap your head around the brain (see what I did there?), the better you’ll be able to market to your customers. Remember that the best psychological insights you can gather will come straight from your target client persona. So start doing your research, or work with your online marketing company to find out what will work best for your business.