Human psychology is a complex domain. The mental perception of one person contradicts another, suggesting that understanding human behavior is difficult. Nonetheless, the persuasive communal mindset is moderately simpler. Common social goals, or values influence large numbers of individuals to share a similar belief. Thus, businesses can build brands, and raise awareness by capitalizing on their social environment.
For example, businesses promote jewelry items during festive seasons with full energy. In hopes to attract more customers than usual, the businesses introduce various sales schemes. Also, customers, over the years, have built a concept of purchasing jewelry, and similar expensive metals to display their social stature. Likewise, jewelry like gold, silver, and other metals like copper are used for religious purposes. Therefore, by capitalizing on human emotions triggered by a certain event, businesses will find sales boost during these festive seasons. This principle work equally with online stores as well.
Theory alone cannot determine what is right, and what to avoid while planning sales based on human emotions. What works for one organization, might not necessarily work for another. But, with the help of modern technology, online retailers can analyze the effects of different campaigns over human behavior. Businesses can use A/B testing, web analytics, and other online analysis to measure the success rate in regards to buying behavior.
Here are some strategies businesses can use to boost e-commerce sales:
Reciprocity Expectation
Expectation is a notable human trait. Strategizing business plans along this feature can leave a remarkable impact on customers. If customers feel special, businesses are more likely to perform better. It is simple in e-commerce sites to provide exclusive deals to customers before making sales. A simple promotional message that makes your webpage visitors feel special can lure them into the sales funnel.
Alternatively, businesses can promote exclusive deals to new customers. Whereas, to retain customers, present promotions that are targeted exclusively towards your old customers. A simple discount scheme, membership cards, or giveaways can help generate a faithful following.
Visual Consistency
Consistency helps businesses establish trust amid customers. They help brands to be recognizable. A principle introduced by Dr. Robert Ciadini explains that human beings continue to reciprocate in a certain way, and are consistent with their initial actions.
The visual and textual content on your website represents your brand. They help customers build a mental image that associates a certain layout or visuals with your website. Constant changes can be counterproductive as it prevents the brand from building a steady image.Visual consistency allows businesses to deliver the same message, aligned with the core brand values without tempering the original tone. Over time, the customers associate the consistent visuals with your brand and ensure your website is easily recognizable.
Personalization
Personalizing messages lead to the customers feeling cared for. As important as customer care is to provide satisfied browsing, personalizing their online experience notches up the positive effect of your website. E-commerce websites need to think of maintaining a healthy customer base to continue trade. Since personalization can help customers build an emotional bonding with the brand, they are likely to complete their purchase.
Scarcity
Creating artificial scarcity to increase prices is not just frowned upon, but is also illegal. However, there can be times when production can’t fulfill demand. In these cases, scarcity is evident. Also, to make matters worse, customers go on a panic-buying spree to ensure they have stocked on the goods for future use. The scare produced by COVID-19 shows how sales go up during an event of product scarcity.
Scarcity is similar to exclusivity. The buyer’s action makes the goods more valuable, resulting in the prompt sales of goods.
Establish Authority
Authority establishes credibility among customers. Therefore, establishing authority ensures that your website is the first online purchasing source. Authority is usually the result of long and enduring marketing success. There are a few things marketers need to follow to increase website credibility to establish authority.
First of all, e-commerce websites need to be relevant while posting online content. They need to consistently interact with their online audience in a single tone. Similarly, case study and testimonials can also help to show how your site has been beneficial for your customers.
To notch up customer trust, partner with an influencer. Humans subconsciously align brand credibility with the popularity of their celebrity endorsers. And finally, brag about your accomplishments. Never shy away from displaying your awards, and achievements. Use multiple media to increase reach if necessary.
Conclusion:
There are numerous ways to trigger human emotions. Using tactics to capitalize on different emotions can increase your e-commerce website traffic. However, you may need to try out different approaches, and measure success to implement the strategy that works best for you. Also, always lookout for new ways to attract website engagement. After all, innovative ideas have proven to work to trigger human emotions time and time again.