When you scrounge the Internet to buy a product, which type of websites entice you? The ones that indulge in explicit sales rhetoric and push you to buy or the ones that have a pleasing presence and leave it on you to logically come to a decision?
Most likely you’ll fall in the second category of people. After all, who doesn’t like to exercise the authority to take decisions after considering all the key features of the product? This doesn’t mean that as a brand you should shun your sales aspirations and sit idly hoping for buying prospects to come to you and buy your products. You can strategically shape their buying decision in your favour without being too obvious about it. This is where neuromarketing comes into play.
What exactly is Neuromarketing?
It refers to the study of the brain’s responses to predict and manipulate consumer behaviour. It combines the use of neuroscience concepts and marketing efforts. In simple words, neuromarketing involves the use of emotion, trust, and persuasion to elicit the desired consumer response.
How to Include Neuromarketing in Your Marketing Strategy?
There are a number of tactics you can use to engage your prospective buyers and subtly shape their decision in your favour. Some of these are-
1. Offer Options but Not Too Many
Buyers love options. After all, who doesn’t? However, as an eCommerce retailer, you should know that a little too many choices confuse buyers. They might spend so much time trying to figure out which is the best one among the 6 colours that a top is available in that they end up without actually buying the product.
2. Use Data the Smart Way
Nothing helps your marketing efforts more than real data. No matter how much you pay to the data companies out there to cull out relevant information about your target audience, it only helps in the preliminary stages. What really matters to your customers is not just your product but the value that your brand delivers to them.
People who have already used your products are a gold mine of data. Once they have made a purchase, you need to keep them even closer! After all, they are the source of your repeated sales. Keep them engaged to stay in their mind and convey that you care for them as individuals, not all customers in general.
How Can You Keep Your Customers Engaged?
(i) Ask them to review their experience of using the product- No amount of persuasive words influence potential buyers as much as the positive ratings and reviews from people who have actually used the product. You can opt for video reviews to combine the benefits of using videos and reviews. If it is difficult for you to get such reviews at this stage, you can use screenshots to weave a sense of authenticity in the era when there is a flood of fake reviews.
(ii) Figure out what is the best thing they liked about your product- There is no better guide than actual customers. You can ask them about the features they like the most in your product and draw some conclusions based on it. You can further use these features to attract your potential buyers. You can even segment your audience to create streamlined neuromarketing campaigns that help you get the intended response. For instance, you can segment your buyers based on their frequency of buying your products.
(iii) What new features would they like to see in future- No matter how good your product is, it needs to evolve over the time to stay a top favourite among the buyers. For this, you need to improve and innovate your products to remain relevant. Alternatively, if you want to launch an all-new product, you can ask your existing customers what feature would they expect to see in such a product. Creating a product based on the needs and expectations of your customers can be a great strategy rather than jumping in the market with an all new product. Moreover, it helps in minimizing the risk.
3. Create a Sense of Scarcity
This can be a great option if you want to push a particular product. Buyers typically conduct in-depth research using 4-5 resources before taking the final decision. However, a sense of losing out on a discount or other attractive offer speeds this decision and decreases the time gap between considering the product and decision making.
Pro tip- This doesn’t mean that you get back to all your product pages and display a sense of scarcity. Mind you, buyers are becoming smarter. If they repeatedly find such iteration on your online store, it can create a negative impression for your brand, a feeling that it is always inadequately stocked. If your product is seasonal, a great neuromarketing strategy would be to create such a sense of scarcity when it is most likely to sell. It weaves a sense of authenticity and boosts sales even more.
4. Let Faces Show the Way
Imagine visiting an eCommerce website. No matter in whichever direction or page you look, all you see is products, products and even more products. Would you get induced to buy? Most likely, the answer would be no. No matter how strong is the buyers’ urge to buy a product, they need a little push to help them to finally take the buying decision.In this scenario, it can be of great help to strategically use faces in your website to guide their attention and drive their call-to-action.
Using faces kills two birds with a single stone-
(i) guides the users what they should do next without being pushy
(ii) gives your brands a humane touch
Pro tip- Using faces doesn’t mean that you’ll search the web for stock images and use them all over your site and hope to shoot your sales figures. To ensure that the faces accomplish the purpose of effective neuromarketing, make sure that the direction of the eyes is where you want to draw your visitors’ attention.
With competition getting fiercer each day, brands that will cater to the needs of the customers and create a lasting impression in their mind will sustain. Those who spend the most part of their time trying to sell explicitly without engaging their audience at the deeper level are bound to lose out to the ones who do.
Neuromarketing is spreading its roots into wider areas of marketing. Brands are finding newer ways to engage their audience to drive the intended action. One of the evolving approaches to engage the audience that is gaining recognition is the use of chatbots. Undoubtedly, it has immense scope in clearing all the doubts from the minds of the buying prospects and drive them to take the call-to-action. It would be interesting to see how smartly brands integrate them in their marketing strategy.