How Amazon Applies Neuro Web Design
How can Amazon help you grow your sales? How can you take advantage of their massive research of consumer decisions? Can your own web design apply some of Amazon’s elements? Start by looking closely at the part of Amazon’s home page that appears without scrolling:
First, notice the simple graphical nature of the design. Images quickly capture and hold visitors’ attention. What’s at the top of the screen? Not a huge logo or image. Instead, there’s a search bar to meet each customer’s search intent. Next is personalization. The customer’s name appears three times. Amazon identifies the customer and displays a recent purchase and shows something the customer has recently viewed.
Personalized Design for Customer Retention
Neuromarketing research shows that establishing a personal knowledge with a customer is a powerful retention and motivation tool.
There’s also a clickable slide show, a reminder of FREE shipping, and links to departments. Most returning customers will either click one of the personalized boxes or search for what they want. If they scroll down, though, they’ll find more personalized content.
- Personalization Is Key to Neuromarketing – Cookies are a simple web design tool you can use to identify returning visitors. Most small businesses, though, can’t create a database tracking each visitor’s behavior. They can’t use artificial intelligence to customize every page, like Amazon does. Instead, through a clear understanding of what brings visitors to your website, you can still identify with your visitors’ needs, questions, and problems.Neuro web design puts the user first, not the company.
- Personalization Guided by Neuromarketing – During a typical visit, Amazon customers will see personalized suggestions on every page they visit. These appear in boxes. In this box, items viewed previously, but not ordered, appear. It’s a reminder to click on the item and add it to the shopping cart. Your site can do something similar by anticipating the needs of visitors and prompting them. Such informative boxes can stimulate action and trigger sales.
- Amazon Suggests Related Items to Increase Add-on Sales – While browsing product lists on an Amazon search results page, customers often see suggestions for related items. In this image, the customer is looking at men’s blazers after searching for them. A box in the sidebar appears, suggesting a pair of trousers, as well. Here, Amazon uses association to suggest a bundle of items to order. By activating the attentional cognitive bias, this strategy can be very effective. Also, notice that the brand of trousers matches the brand of the lower blazer. That’s intentional on Amazon’s part. It’s easy for any website to use this distraction technique to introduce a second concept for the customer to consider. While an immediate decision may not result, the visitor now has the idea of adding another item to his shopping list. Increasing the number of items purchased should always be your goal.
- Amazon’s Neuro Web Design Elements – The Deal of the Day Page is a very popular. Customers browse through specials that feature discounts that can prompt quick buying decisions. This image shows one such item. It uses several Neuromarketing techniques to activate the shopper’s brain and make the sale.First, using the Relativity cognitive bias, it shows a substantial price discount. Next, it triggers the Loss aversion bias, or fear of missing out, with a countdown clock, ticking off the limited time to get the item at that reduced price. Then, it repeats the discount percentage and uses excellent star review ratings to provide social proof, using the Bandwagon effect bias. A prominent Add to Cart button is the final element. Combining more than one Neuromarketing technique in a single web design element amplifies the effect. Any website can use combinations of techniques to motivate actions.
Neuro Web Design for Effective Marketing
Amazon has a huge team of specialists always working to test and improve its neuro designs. Among the team members are neuroscientists and neuromarketers. Assembling such a group of professionals is impossible for smaller businesses. Typical web design and online marketing companies don’t have highly sought-after neuromarketers. To make neuroscience guided marketing work for you, you need a company that is led by a neuroscientist and is staffed with designers, content writers and marketing specialists who understand and use neuroscience research daily.
We are the only Neuromarketing company in the Midwest that specializes applying neuroscience to marketing. Contact us today for a thorough evaluation of your current a consultation. We’ll show you how we can give your business results like Amazon’s, but on a smaller, more cost-effective scale.