Have you ever wondered how and why people buy things? What moves a customer or what makes visitors to your website click to make a purchase, join a list or take any other action you want them to take? Are you looking to see how to increase website conversions, and get more clients? Read on to see how neuromarketing tips can help you in this regard.
Neuromarketing refers to the study and science of how the brain responds to marketing stimuli. It measures how human emotions influence decisions to buy a product.
Neuromarketing applies insights from the fields of psychology and neuroscience into advertising. It works because the human brain relies on shortcuts to process the several decisions it is inundated with and tasked to make daily. Many of these shortcuts have been identified by scientists. This makes a good tool for marketers who want to influence customers’ decisions to buy their products.
Neuromarketing is a tool that will often be used by any experienced web design company to design modern websites. Because it helps to optimize and improve the presence of the business online. Below are proven neuromarketing tips that aid web design.
6 Best Neuromarketing Tips for Web Design
1. Social Proof
Social Proof is one of the best neuromarketing tips that most of the website marketers are using. Naturally, humans are inclined to do what they see others do. This is referred to as the “conformity bias”. People tend to mimic and copy others when they are not sure what to do. It is following the crowd by thinking “if a lot of people have done this, then it must be ok to do it too”. Using this human trait, website designers and marketers use tools like reviews, testimonials, showing how many people bought a particular product, comments, social media stats, trust seals, certification, membership or “as seen in” phrases to convince the buyer or customer to choose their product.
Social proof is evidence of the legitimacy of the product or service. It simply says, “others are choosing this product or service, you should too”. The goal is to make the consumer feel that making any other choice than buying from you is abnormal. Since everybody wants to be seen as being normal, they are more likely to conform so as to identify to the crowd. Social proof is the most common form of neuromarketing.
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2. Leveraging Scarcity
Prospective buyers usually feel a sense of urgency when something is in short supply. It is a principle of scarcity that works and could either be supply-driven by making limited quantities of a product available or it could be deadline-driven by setting a time limit on lower prices or availability of an item.
As a marketer, you want customers to make decisions immediately so if the consumer is alerted to the fact that the product is running out of stock or sales is ending and the price will go up after a set time, you create a situation where the consumer is forced to decide to buy. This happens because humans do not like missing out especially on deals, they act hastily than risk missing out. This is one of the most important neuromarketing tips for web design.
3. Functional Fixedness
People get used to doing things in specific ways over time and tend to resist change when things are not how they are used to having them. They have expectations of how things should look alike and function. This same thing occurs even when people visit a website. Unconsciously they expect it to be based on what they previously knew about browsing websites. When it is not this way, people get confused and frustrated and will not know where to start or what to do. When humans get this way, they leave your website and go to check out other ones that are similar to what they know and are used to.
This phenomenon is called functional fixedness. This is when people experience some form of difficulty with mentally processing information when they use things in unexpected ways.
In designing a website, depending on the type of website, the core functionalities such as the landing page, action buttons, and the way links appear, communicating when a user acts, navigation, etc., should have a familiar layout.
Sticking to what users are used to which are predictable navigation and layouts are best and less stressful for the users. This is truly one of the best neuromarketing tips for website design.
See also– 8 Proven Ways to Build Online Relationship to Increase Blog Traffic
4. Using Colors and Action
Another one of the best tips for neuromarketing is called the “isolation effect”. It is the coordination of the eyes and brain in noticing visually prominent items and are more likely to remember them. A psychiatrist Hedwig Von Restorff in 1933 did research and published a paper on this. It showed that when contrasting colors are used, the eye is directed to see these things and will not likely notice other things. Because they are focused on whatever the color is telling them to do. You can read more about this effect here.
Imagine a big, red call to action button on a navy colored background. The eyes are easily drawn to that and the logos or other designs that pop out. In designing websites, using this effect is key especially to guide visitors on what to do.
5. Anchoring
The way the human brain works, it tends to over-rely on information on a first-come, first-served basis. This makes every other information it receives to be viewed in the context of the first piece of information it received before making decisions.
In designing a website, designers and marketers can use this to guide a user towards a call to action by priming the user to begin to see and think in the context of particular information. For example, seeing a discount on a landing page puts the user in a price-sensitive mood. The user views every product in the context of getting a discount.
6. Using Pictures
Pictures never fail, so this is the neuromarketing tips. They are ever useful and as the saying goes, “a picture is worth a thousand words”. Asides the fact that your webpage will look and feel boring without pictures. Users are more likely to remember the images they see on your website than the words they read. Neuromarketing research shows that users see the text as more credible when paired with an image. This is even in spite of the image not matching what is in the text. Users have short attention spans and long lines of text will easily put them off but a picture attracts them to discover more.
Conclusion
The goal of most websites is to see a customer take a particular action to be it eCommerce, blog, news or whatever. The targeted subject is the user and this user has a brain and emotions. Designing your website to work in tandem with the user’s brain and emotions brings about desired results and that is what neuromarketing is all about.