What is Neuromarketing? How can we implement it in our website?
Neuromarketing is the inclusion of Neuroscience research in Marketing; this includes the direct use of the brain's technological activities to measure a subject’s response to advertising campaigns, involving cerebral processes that our conscious minds are completely unaware of, and so, subliminal.
This is an innovative and forward-thinking form of market research. These biometric techniques allow us to track data and decode physiological information about consumers attention spans, and all stimulation related to cognitive processes.
Even if we do not have the tools to carry out a Neuromarketing study, it has been proven that improvements to the user experience for websites such as booking.com are based on Neuromarketing.
So what are the 3 Neuromarketing tips that you can start implementing on your website now to improve user experience and sales?
1 / Testimonials and followers with numbers
Afford credibility and transparency. As a consumer we will buy a product or service if a friend recommends it to us - in business, we will use the same technique to give the user confidence in our product or service. Always add user evaluations and quality testimonials from service or product users.
Why are numbers important here? Because we want to make sure that our product or service has a community behind it, and via this element, user curiosity is exponentially increased. Make sure to show the numbers of followers of your social media channels on your website to empower the sense of community belonging, and therefore value, to your user.
2 / "Endowment effect"
It is a behavior model that can be used to find out how much a consumer is willing to `tolerate` or `lose` regarding divergent possible outcomes. The main focus will be avoiding the evasion or direct rejection of the options due to, for example, a lack of information. And we need to be very aware, that the second the customer ends a transaction, they begin to experience buyer's remorse. So it is important to still maintain contact with the client; this could be done, for example, via a message of confirmation: he/she has made the right decision and their purchase is eagerly anticipated; so adding value to the product or service.
It is important to guide the consumer in each of the stages of the purchasing funnel with positive messages adding confidence. Here are some successful examples:
Free periods of proof
FAQ (Frequently asked questions)
Tutorials / How it works: Explain the steps from when you buy the product to receipt of delivery as clearly as possible, with the confirmation and refund policies also given, the consumer will immediately be able to source answers to any queries they may have, and so the purchasing process will be a smoother and more efficient one.
Confirmation and contact information given and easily accessible, in case of any queries that may arise which, if not dealt with readily, may lead to consumer regret.
3 / Call to Action
A Call to Action is for every website, not only e-commerce sites. On every page on your website, you should have a task it wants the user to complete.
A successful Call to Action (CTA) results in a conversion. The majority of the time, it involves a click or tap on a button. There are hundreds of different types of Calls to Action, but these CTAs are one of the most used: Add to the basket/ Try it now / Subscribe / Social Media share buttons.
To have an effective CTA you should use negative space around it. The position and space matters, and it is important to use different colors or highlight key text, otherwise, the user will get lost in the `noise` of the page.
Keep a call to action on every page and be very aware of your main CTA on your website. Be careful - try to use them without constant pop-ups.
Apply these 3 Neuromarketing tips today, and start seeing the results for yourself!