There is no longer any shadow of a doubt that online retailing dominates the market today. In fact, rather than physically visiting a store, many people opt to do their shopping on the internet. The internet has made it much simpler to acquire goods located in extremely distant locations.
All of the above is made feasible by the presence of eCommerce websites.
The beginning of the pandemic more than two years ago gave this marketing model a lift, and it has continued to receive that push up until today. Nevertheless, a reason why it is so effective for many eCommerce websites is the use of psychological triggers.
A trigger in psychology refers to a stimulus. When talking about marketing, the term “motivation” refers to a reason to buy something. Increasing sales is likely the most important goal you have for your eCommerce company (because that is the primary function of your website). Hence, we will discuss the following four strategies with you in detail as a way to help you achieve that goal.
Table of Contents:
- Personalize as Much as You Can
- Find Loyal Followers
- Incentivization
- Use FOMO, It Works!
- Understanding Consumer Psychology
- Tips to Get Started
- Test These Triggers With Your eCommerce Brand
Personalize as Much as You Can
The relationship that an eCommerce business maintains with its clientele is one area in which many of these businesses fall short. One disadvantage of online stores that do not have a physical presence is that there are no opportunities to meet customers and connect with them personally.
The communication gap that exists with online retailers has the potential to drive prospective clients away. For instance, a customer in a store who has a query regarding a product can immediately ask the clerk about it. The majority of the time, things are not as straightforward when done online.
Chatbots, electronic mail, and online contact forms are the quickest ways for a potential customer on an eCommerce website to get in touch with a salesperson. If the website has a phone number, the client might also look it up and give the salesperson a call.
However, in order to fulfill the expectations that online customers have, customer care needs to go above and beyond. One way to do this is through personalization and a bit of knowledge.
An eCommerce platform needs to place a primary emphasis on personalizing the shopping experience for customers and changing landing pages to meet the specific demands of each shopper that visits your website.
Look at how Swarovski does it on their website. You have the ability to personalize each item and choose complementary products from the list below to put together a complete look with ease.
Find Loyal Followers
Your company’s expansion is possible by the loyalty of your customers. You will always desire new clients, that much is certain, but the ones who keep coming back and continue to buy from you will be a huge boon to your business and help you grow tremendously.
One of the numerous ways to foster customer loyalty is to ensure the satisfaction of the customers by providing excellent service, maintaining open communication, and following through on commitments made. This is another one of the psychological triggers you might use to achieve your marketing and sales goals along with customer delight.
You can demonstrate transparency by providing as much information as possible to your clients about your product, including the location of its manufacture, its components, and any processes involved in its production.
In addition, you may show potential customers who or what is behind the brand by publishing “behind-the-scenes” photographs on your website as well as social media handles. This will provide them insight into the inner workings of the business. It is a method of developing their trust, and it is possible that they will return in the future to make additional purchases.
In a recent case study, you can see how Southwest demonstrates to its customers how forward and honest it is about the costs they charge. They refer to it as “transparency,” which is a philosophy that they adhere to. They honor their pledge to maintain low-interest rates to satisfy their customer’s needs and wants.
Incentivization
Why would someone shop online when there are plenty of brick-and-mortar stores in close proximity? They require justifications for doing so, which consumer incentive programs are able to provide for them.
One of the factors that could influence customers’ decisions to shop at a traditional brick-and-mortar establishment rather than on an online retailer’s website is the shipping price. As a result, you need to do everything in your power to make the process of purchasing as appealing as possible to bring in more traffic.
For instance, if the person is a repeat customer or if they have purchased a certain minimum amount of products, you might consider covering the shipping cost for them. In addition, you always have the option of providing freebies, discounts, redeemable points, gift cards, and other creative and appealing offers to attract the attention of the users.
A customer on the fence about making a purchase could be persuaded to go ahead and buy by offering them incentives.
Haverdash gives customers the opportunity to try on their clothing free of charge for a period of one month. During this time, the individual should think about whether or not they enjoy the outfits and make a decision based on that. If they do not like it, they are free to hand them back over. However, if they like it, they are permitted to keep them and must make payment for the same.
Venngage is a software where you can design infographics online. There, you are permitted to generate up to five distinct designs without incurring any further fees. Customers will have the opportunity to test out the product, and if they like it, they will have the option to switch to a different plan. It is yet another method of incentivizing your services.
You’ll be able to compete with brick-and-mortar shops if you use incentives in your eCommerce platform. Nevertheless, it is essential for you to choose how it will function in the most effective manner for your brand. Keep in mind that the strategies that are successful for one company might not be applicable to another.
Use FOMO, It Works!
The idea of FOMO, also known as the fear of missing out, is now being used in marketing strategies. The goal is to create the impression in the customers’ minds that they are passing up opportunities to make purchases that might improve or transform their lives for good.
As a result, the fear of missing out heightens a person’s sensation that the time is now to make a purchase. Black Friday is a good example of a day when this tactic is used significantly. People are aware that it is the only day they will be able to take advantage of significant price reductions. So, they make a beeline for the greatest offers because they know pricing will revert to normal from the very next day.
Customers visiting eCommerce websites can develop a case of FOMO when they see other people using and enjoying the merchandise (and if they wanted, it could be them too). People could get the impression that they aren’t purchasing something that will make their life easier or happier and, thus, decide to take some sort of action.
Understanding Consumer Psychology
Other than the examples discussed in the above section of the article, it is essential to understand the basic concept of marketing to implement them and create your own set of marketing strategies. In consumer psychology, there are four main factors that matter greatly. If you’re a business owner, you can use these rules to develop tactics that boost revenue.
- The Gestalt Principle: The cultural impacts of consumer preferences are explored in this field. It is an important factor in consumer psychology. This principle states that people perceive objects as a whole rather than as individual pieces. This is important because it can impact how people make decisions about products. For example, if people see a product as high quality, they may be more likely to purchase it.
- The Iceberg Principle: It identifies the requirements and preferences that play a role in the purchasing decision. It is a theory that states that not all factors influencing a purchasing decision are visible. Hidden requirements and preferences often play a role in the decision-making process. This principle is important because it can help businesses understand what factors are important to their customers. Moreover, it can also help businesses create products that meet the needs of their customers.
- The Dynamic Principle: The owner of a business can better understand how people’s psychological motivations are affected by changes in economic position by applying this approach. When a business is able to understand how people’s psychology changes during different times of economic hardship, it can create products and services that meet the needs of its customers. This principle can also help businesses better understand how to market their products to different groups of people. For example, offering a smaller quantity of products to cater to the weaker section of the society who would want to try the product but are unable to purchase the same.
- Image and Symbolism: It teaches you how the connection between memories and feelings can lead to a purchase and assists you in doing so. When it comes to marketing, these two are the most important concepts that businesses need to be aware of. Image is how a business wants its customers to see it. It is how a business wants its products to be perceived by the public.
Symbolism is the use of images and objects to represent a particular idea or concept. It is important for businesses to use symbolism in their marketing because it can help customers connect with their products on a deeper level. Businesses often use symbols to represent certain values or ideas that they want their customers to associate with their products.
For example, Nike often uses the symbol of a swoosh to represent athleticism and strength. McDonald’s often uses the symbol of a golden arch to represent happiness and convenience. Images can help evoke certain emotions in customers. For example, car companies often use images of cars driving on highways or roads in their advertising campaigns. This type of imagery can help customers feel excitement and anticipation for the product.
Tips to Get Started
Before you plan to implement any strategies, it is crucial to understand how to get started.
- Conduct Research – Understanding what makes customers react is crucial for any eCommerce business that wants to create products and advertising that resonate with its target market – finding out the typical buyer’s demographics such as age, gender, and income. The above marketing strategy can be applied according to the data collected.
- Create Marketing Messages – It is essential to focus on social marketing, or how concepts and messages spread among a group of people. It can be information about a product or an important public health message. Regardless of your chosen medium, creating a brand image with it is essential.
- Observe Your Competition – It is never a bad idea to get some inspiration from the competition and find out what’s working for them. You can also arrange for a small online survey to understand better what your client requires.
- Run a Test – Run A-B testing on your clients to understand which strategy is getting more attention and implement that strategy on the masses.
Test These Triggers With Your eCommerce Brand
After going over all of these different psychological triggers, you should probably start by experimenting with them on your eCommerce website. Keep in mind that buyers make purchases based on their emotional needs and responses.
People also need to grasp the benefits of what you are offering to them and whether or not it will improve their lives or provide a solution to a problem that they might be facing right now.
Make sure that the requirements of your clients are met, that they have a pleasant experience, that they are offered incentives, and that you cultivate a devoted community around your brand. Oh, and use fear of missing out (FOMO) as a marketing approach every once in a while. You won’t regret it!
Don’t try to oversell if you want to expand your firm. Instead, you should think about what drives the buyer to make a purchase. Use consumer psychology to your advantage and help them realize why this product is right for them.
