It sounds complex and even a bit intimidating - but it’s also something your online business needs to keep in mind as you craft your marketing strategy!
Neuromarketing has quickly taken off in recent years for businesses of all sizes and sectors. Neuromarketing for eCommerce, in particular, has found plenty of converts as of late.
But just what is neuromarketing? How exactly does neuromarketing for eCommerce work? Here’s a closer look at what neuromarketing is, plus five eCommerce neuromarketing strategies you can nerd out to!
What is Neuromarketing?
Neuromarketing is the study of the brain’s responses to branding and marketing.
Neuromarketing applies neuropsychology to marketing and advertising research, studying how consumers respond to marketing stimuli and the subsequent adjustments of the stimuli. Simply put, neuromarketing attempts to understand how the human brain processes advertising and marketing messages.
The technologies used in this research helps companies better understand consumers’ expectations, preferences and motivations, ultimately helping them understand the rationale behind consumers’ buying decisions and responses marketing campaigns.
Examples of neuromarketing include research from major brands like Gerber, Frito-Lay and Campbell’s Soup into redesigning their packaging. PayPal also used neuromarketing to craft a new advertising campaign that emphasized its convenience and speed as opposed to security and safety after learning that ads that highlight the former drew higher responses from consumers.
The advantages of neuromarketing include its ability to uncover emotional and subconscious responses from consumers, link physiological reactions to marketing collateral and boost conversions by appealing to a consumer’s subconscious and understanding how their brains react to marketing campaigns.
Neuromarketing for eCommerce
Neuromarketing for eCommerce brings to mind images of scientists with clipboards in white lab coats carefully monitoring the brainwaves of subjects using MRI machines. Sounds way out of the budget for your business, right?
It is - and is, fortunately, totally unnecessary too!
Using neuromarketing for eCommerce simply means crafting a marketing strategy that incorporates some psychological fundamentals into it to help boost conversions and attract and retain leads.
Here are five important neuromarketing strategies to keep in mind if you’re SMB is planning on using neuromarketing for eCommerce!
1. Evoke Emotion with Colors
Believe it or not, colors can impact a consumer's buying decisions in a huge way!
Color scheme is very important in marketing, as it has a unique way of triggering the target buyer’s subconscious desires and compelling them into taking action.
The human subconscious sees different colors in unique ways. Some of these include:
- Red, which is associated with urgency
- Blue, which is associated with trust
- Black, which is associated with high-quality
- Orange, red and yellow, which are associated with being inexpensive
Choose your colors wisely when using neuromarketing for your SMB! Use different ones to evoke different emotions from your customers and compel them to take specific actions.
2. Touch on Pain Points
Surprisingly, studies have shown that consumers actually respond higher to relieving pain than seeking pleasure.
With regards to neuromarketing for eCommerce, this means emphasizing how your product or service can reduce pain points for a potential customer rather than how it can make their lives more enjoyable in its own right.
3. Take Advantage of Scarcity
When products are limited, people tend to want to buy them more quickly.
How can this be used be applied to eCommerce? Consider having a countdown timer for products in high demand on your site. By visualizing the increasing scarcity of the popular item, consumers will likely be prompted to buy it quicker in order not to miss out!
4. Give Customers Social Proof
Often, potential customers take their time to go through customer reviews before opting for a particular product or service to see if it's really worth their time and money. In fact, 84 percent of people trust online reviews just as much as they’d trust a personal recommendation from a friend!
Be sure to display positive reviews and product endorsements on your site to reinforce this concept of social proof for your website’s visitors.
5. Create A Sense Of Urgency
Finally, create a sense of urgency to compel customers to make a purchase.
This neuromarketing strategy works by giving potential customers the idea they stand to enjoy certain benefits if they purchase your products within a specific time period.
For example, you can offer your customers free shipping or next-day shipping if they should buy within a given time frame or offer them significant discounts if purchases are made within a limited time period.
Neuromarketing for eCommerce: The Brains Behind Your Marketing Strategy
Neuromarketing for eCommerce isn’t nearly as complex and intimidating as it sounds. By incorporating these neuromarketing fundamentals into your marketing strategy, your business stands a better chance at appealing to customers and ultimately converting them.
Don’t worry - you don’t have to be Einstein to pull it off! Try experimenting with these various eCommerce neuromarketing strategies and see what happens.
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