Most, if not all, people believe that they’re unique. And this is true in most cases: since people have different genetic codes, come from different backgrounds, and go through different experiences as they grow older, they develop into one-of-a-kind individuals that have one-of-a-kind behaviors and thought processes.
However, in many cases, people react the same way to stimuli. This has been proven in marketing, wherein certain conditions elicit the same response from different customers. So, whether you’re a business owner or a professional marketer, you need to take advantage of this fact and use it to boost your web conversion rates. Here are some steps you can take:
Focusing on product value
Many marketers and business owners think that customers always focus on the price of products. While this is true in several instances, it’s important to note that many consumers prioritize the value that a product gives. How will it improve their lives? Will it make them feel good about themselves and/or stand out from other people? Answering these questions is a great way to outline your product’s value and convince people to buy it.
Another way to make your product valuable in the eyes of consumers is to highlight the savings and/or perks they’ll enjoy when they buy it. Instead of focusing on the absolute price of the product, talk about the freebies, discounts, and special offers that it comes with. This is particularly useful if you sell big-ticket items like cars and home appliances, which usually put customers off because of their high absolute prices.
Giving just the right number of choices
As a marketer, you need to find a balance between giving your customers too few and too many choices. If you offer the latter, you can end up confusing people, particularly those who aren’t familiar with your products and/or your online store. This, in turn, means that they’ll take a longer to decide what to buy and make a purchase, which isn’t exactly good since the more time people spend on making a shopping decision, the more likely they’ll abandon it.
Of course, you should also avoid offering too few choices. Shoppers want to feel like they’ve made a smart purchase, so give them plenty of options, let them experiment with several variables, and make them feel like they’ve chosen the best possible product for themselves.
People usually value the opinions of other shoppers than what salespeople say, so take advantage of this fact by showing them what your others customers have bought and what they have to say about your products. Amazon illustrates this best by showing star ratings and customer reviews and creating sections for “Frequently Bought Together Products” and “Customers Who Bought This Item Also Bought These Products”.
Creating a sense of urgency
One of the oldest marketing tricks in the book is to tell customers that a product will run out soon, using phrases like “Limited Edition” and “Limited Time Offer”. Marketers and business owners expect these phrases to push customers to buy the products right away before they run out, and they work most of time. But, if you use this strategy, take note that they can be irritating and annoying to consumers when used the wrong way.
Expressing your gratitude
Your business is nothing without your customers, so make sure to thank them after they make a purchase. But don’t just stop at saying “Thank You”; instead, show your appreciation by giving them free ebooks and tutorials, discount vouchers, and other things that give value. Doing so may cost you some time and money, but it will help you build an emotional connection with consumers and turn them into loyal customers.
Use these popular psychology strategies now to increase your web conversion rates!