Neuromarketing: A New Approach to Increasing Conversion (Part 2)
In the first part of our article on neuromarketing, we talked about how and with what client fears you can deal with neuromarketing tools supplemented by digital marketing. But that is not all! We continue the conversation: how to work with traditional marketing techniques on the Internet, what does the West say about all this and how to use a salience card ?
Working with traditional marketing tools (adjusted for Internet reality)
Not all the principles of traditional marketing and sales psychology can be used on the Web, but some seem to be created for this!
The rule is 6 seconds.People do not realize this, but most often (in 80% of cases) they buy what they glance at in the first 6 seconds of choice. So, show what should be sold as actively as possible. This can be implemented, for example, using a pop-up window (it may appear 5 seconds after the user has entered the page).
A similar phenomenon is the effect of the anchor . Its essence is that the first sentence is perceived as a “starting point” and all further discussions regarding the attractiveness of other proposals come from it.
Cross recommendations.The standard method of personal sales. It is based on the fact that at the end of the purchase a person is not simply told “Thank you, goodbye,” but they offer a related product or service. So selling is much easier! After all, a person has already bought from you, he trusts you. It is necessary to forge iron ...! That is, to show related products not only on the page, but also when placing an order.
The principle of limitation (or the principle of scarcity). That which is inaccessible or seems so, automatically becomes more attractive. Show that there are few goods left (time counters until the end of the promotion, limited series of goods, limited time to participate in closed testing of goods - all this will help you!).
The cognitive dissonance. On its basis, much can be achieved! For example, how does a user of a professional site react when he sees a window with approximately the following text: “You are not a real lawyer if ...”? Most will click on the link you proposed to find out who and why dare to blame for professional unsuitability.
The effect of social proof (also called herd feeling). If everyone will / have / read - what am I worse? Confirmation can serve like social networks, the number of purchased goods, reviews, etc.
And what about the West?
Initially, neuromarketing originated in the West, but is this approach used now? Apparently - YES. Here is a fresh example of this. In one of her recent speeches, Andy Crestodina (cofounder and strategic director or Orbit Media and author of Content Chemistry: An Illustrated Handbook For Content) says that neuromarketing is one of the most effective approaches for those who work with website conversion .
As an example, he cites the following data:
- In their advertising campaigns, McDonald's constantly speaks of billions and billions of customers - what is this if not the social evidence mentioned above? At the same time, Andy says that it is incorrect to post reviews on a separate page, to which a significant part of customers may simply not reach. Not! Where it is more correct to place social evidence in the most visible places so that they can be seen right away.
- Basecamp noted a 102% increase in conversion after they introduced the image of the person characterizing the product onto the site.
- And on the landing page of Google Analytics there is a photo of a woman who is literally happy using this tool. This image is even more credible because specific data are indicated here (place of work, position, etc.). Here is another picture from the same series:
Is it possible to automate all this so as not to study the reactions of people each time?
Despite the fact that computational neurobiology and neuropsychology are developing quite actively, unfortunately, it is not possible to fully automate the process of studying brain activity. But some things can be trusted with cars. For example, the definition of salience (in other words, the ability of certain elements of the image to attract attention). Using a special program, you can calculate where the gaze of the person who is viewing the picture will fall.
It turns out something like a heat map. It is clear that the elements to which maximum attention should be drawn should be in the places indicated in the figure.
Yes, it’s not so cheap (usually a few hundred dollars), but if it’s a really large-scale advertising campaign with a considerable budget, it’s better to analyze people's reactions in advance so as not to waste money. How reliable is this? Something like this (on the left side is the opinion of the program, on the right side is real people):
That is, we repeat: testing with real people and neuromarketing tools is indispensable. If there is no financial opportunity to conduct tests with a really large number of respondents, then the ideal solution is to compare the results obtained with a small group with what the machine gave out.
How? Want to try?