As a retailer, you most likely don’t have a degree in psychology. However, many successful brands and retailers lean on psychology to attract potential customers. Every individual has certain mental triggers that influence their actions to buy. The idea that all humans avoid pain and seek pleasure is the foundation for everyday consumer behavior.
In an effort to add pleasure to your audience’s user experience, the actions a brand can take can be on a high scale or very subtle. As an online retailer, your duty is to figure out what positively drives customers and what they react to. The combination of physiological triggers and successful marketing will ultimately help convert users to buyers.
Here are are few key points to consider.
In general we love having choices. However, past consumer behavior contradicts this mindset. Having too many options to pick from can lead to choice paralysis and will negatively hinder the shopping experience. Unless the user has a specific product in mind, the abundance of similar options can be quite overwhelming. For example, visualize going to the grocery store and trying to pick out the best peanut butter in the assortment of 5 shelves worth of the same product just different brands. All are slightly different but ultimately the same item.
This holds true to be the same for e-commerce sites that are cluttered with products. Sometimes less is far more productive. The choices featured should be unique, avoiding similar products with little variations. The fine tuned selection will also make it easier communicate a call to action to the audience.
Create Social Proof
As much as everyone wishes to be unique, we tend to follow the crowd. This is highly the case for retail and can be one of the most important concepts to grasp for marketing your platform. Testimonials, product reviews, and ratings are all major leverages, especially for e-commerce sites.
“If you can get people who are similar to the person you’re trying to persuade to speak on your behalf, it’s a lot easier for you than if you have to try to hammer your message one more time into a reticent mind.” – Robert B. Cialdini
Social proof can be partially based on shares and likes through social media, but influencer marketing is one of the leading, and rapidly growing, ways to create that comfort for users. The gap between a new user and a sale can be the bridge through familiarity with these online figures.
Tell A Story
Storytelling is a key ingredient to connecting to the users’ emotions. We have been telling stories for thousands of years to connect with one another on deeper levels. Giving the users a peek into what built your business will create psychological reactions, activating trust and empathy.
To share your story can be much more than a blurb on a page of your e-commerce site. It can also be achieved through everyday content and every product shared.
How To Apply To Your Content?
While these ideas sound simple, they may be more difficult to execute without the right direction. Interactive content is an innovative solution that enables retailers to own their consumer journey. Shoppable images help streamline the checkout process, along with navigating users to products they are actually interested in based on the content displayed. In the end, content is a key factor of connecting to your audience and hitting those psychological triggers. Why not elevate it to the next level?
Jonas De Cooman is Co-Founder and Co-CEO at Spott.ai, a content marketing SaaS platform that allows users to make any content (pictures and videos) interactive, enriched and shoppable. By processing it once, it becomes interactive across all platforms: your own websites, social media channels, third party websites, interactive video player platforms and even physical assets, such as paper magazines and boarding. The Spott.ai dashboard benchmarks performance of every unit of content on all platforms based on views, clicks and baskets. User profiling is available on request.