Your Brain Doesn’t Like too Many Choices
In a Columbia University study, researchers tested the “less is more” marketing concept.
They presented customers with two scenarios. In one, 24 fruit jam flavors were available for purchase. In the other, only 6 were offered. Only 3% of customers made a purchase when 24 choices were present. When just 6 were available, 30% made a purchase. The fast-thinking brain tends to stall when too many options are available, according to neuromarketing professionals.
Drive up Web Conversion with Neuromarketing
What is Neuromarketing? It is the application of neuroscience research into the consumer decision-making processes. During the last two decades, neuroscience has made enormous strides. Ground-breaking technology and insights from research into the human brain have revolutionized our understanding of consumer behavior.
Neuromarketing has been widely used by the most successful internet corporations. Amazon, Facebook and Google have quickly become dominant in retailing, social media and advertising. By taking advantage of advanced neuromarketing, those three companies are able to attract more loyal customers and users. They prove that this novel approach works in improving internet branding and driving up web conversion rates.
- Why Is Internet Neuromarketing Growing So Rapidly? – Although neuromarketing is relatively new, it’s tremendously successful. Today, it has become one of the hottest topics in the advertising community. Hundreds of websites and blogs have popped up, offering tips, advice, and information on these proven marketing methods. That’s because savvy business owners want to compete more effectively. More and more business websites and social media campaigns are trying to take advantage of this new concept.
- How Does Neuromarketing Boost Online Conversion? – The goal of every website and pay-per-click ad is to trigger a positive decision from potential customers. You want people to remain on your website to get more information. You need new visitors to trust you. You need Google to rank your website high on search results pages. You expect your Google AdWords ads to get clicks. Above all, you need people to contact you and become leads or make purchase decisions. Conversion rates are notoriously low on the internet. Applying neuroscience marketing can increase web conversion by as much as 100% to 500%.
- Can You Persuade Your Customers to Buy? – In every website, social media post or PPC ad, content makes all the difference. In images, graphical designs and marketing copy, what visitors see and take in influences their subconscious thinking. If that content is created to evoke emotions which are generated at the unconscious level, it has more persuasive power. Neuromarketing is all about triggering positive decision-making by your potential customers.Take a photograph on a landing page as an example. Functional MRI (fMRI) studies have shown that some photographs trigger positive responses, while others do not. In marketing copy, the way a phrase is worded can retain and inform a potential customer or drive the visitor away. Even the web page layout affects web conversion in subtle ways.
- Can Neuromarketing Help Sell High-Priced Products and Services? – Many decisions on the internet are made unconsciously or on impulse. When a product or service comes at a high price, though, the decision-making process is very different. While your customers may impulsively purchase something costing $19.95 the moment they see it, it takes much longer for them to decide on expensive goods and services.For those, consumers engage in slower analytical thinking. Our knowledge about the slower process can guide the efforts to engage the brain and influence decisions in powerful ways.
- How to Cut Pay-Per-Click Advertising Cost with Hot-Button Techniques – Using Google AdWords campaigns can be an excellent way to attract the right customers. Neuromarketing techniques can be employed to trigger the decision to click through on your ads. All too often, the brief ad copy advertisers use fails to catch customers’ attention. 95% of ad clicks are unconscious decisions. Specific wording that triggers hot-button reactions is highly effective. You can cut your AdWords cost by 50% if you improve your campaign’s effectiveness.
- How to Double Your Sales Using Social Proof to Trigger Positive Action – One of the surest ways to get a conversion from potential customers is to confirm ideas that are already in their minds. Social confirmation that appeals to the tendency to follow others can be effective. Amazon uses this to get customers to purchase additional products. Other confirmation techniques reinforce visitors concerns or beliefs to optimize conversion rates. Triggering avoidance of negative outcomes is also effective in stimulating unconscious actions.Sometimes, offering something free to visitors can provide confirmation of value and trust.
- Is Neuromarketing Ethical? – Some critics regard neuromarketing as a “mind control” technique. It’s not at all. It’s just a more effective, research-based way to provide an outstanding user experience on your website, social media, and in other online advertising venues. Neuroscience research studies how the brain makes decisions and what influences those decisions. Applying it gently nudges visitors to decide to buy.
- Is Neuromarketing Used to Win Your Vote? – In every election season, we’re all bombarded by political ads and social media. Are the creators of those ads using neuroscience research to make them more effective? Based on close study of such ads, it’s clear that neuromarketing is at work to influence your vote. Learn how to spot these tactics and make up your own mind.
Enhance Your Online Neuroscience Marketing
Taking maximum advantage of neuroscience discoveries in driving up sales isn’t simple. Just applying a few techniques here and there will produce only spotty results, or even a negative outcome when done wrong. For example, stimulating a website visitor to click through to an additional page won’t boost conversion rates unless that page also uses effective decision-inducing techniques. Neither will a powerful PPC ad that delivers a potential lead to an irrelevant landing page. For maximum impact, neuroscience adversiting and branding must be used consistently. Only then can they trigger sales or generate leads effectively. Amazon knows that. Facebook uses neuromarketing techniques to maximize conversion on its website. You should follow their lead. The best solution is to hire a neuromarketing firm that specializes in web design, SEO, AdWords and conversion optimization services. We’d love to help.