There’s a lot of noise and confusion in the online space. Many marketers find it a major challenge to get customers to choose your product over the next one on their list.
Although it is not straightforward, there are some psychological tricks that can help you tap into the minds of your potential customers.
If you are successful, you will position your business for better sales numbers in short order.
Know Your Audience
This may sound obvious, but it’s an essential checkbox to tick.
Many marketers and business owners often overlook the benefits of knowing their target audiences, simply because it seems so obvious.
It pays to reconsider whether or not you successfully know and understand your target audience, as well as their needs and wants.
You should have a clear profile of the customer you’re approaching, with a good idea about who they are and what’s important to them.
You should then tailor your selling experience – not just the product but the entire “feeling” – to them and their priorities.
- If time is a factor for your audience, make sure your checkout experience is quick and easy.
- If they’re going to want a lot of detailed information, get that product description bulked out.
- If they’re going to be interested in the ethics of your company, devote a section of your website to explaining that.
In all of these situations, make sure it’s based on hard facts that your customers can respond to.
Take Great Pictures
One of the biggest disadvantages of the internet is the lack of access to a “tangible product.”
Your customers can’t pick it up and turn it over to see what it looks like on the bottom. They can’t easily check what kind of plug it has, or whether the zip goes all the way around.
So make sure your pictures cover all of these concerns for them.
Poor quality photos are guaranteed to put people off when evaluating your product. You want clean, crisp images with good lighting and a plain background.
Make sure your potential buyer can zoom in and click through easily. Photos are the best tool you have for reassuring them that your product is exactly what they’re looking for.
“You could even expand on this one by providing a video, particularly if your product has moving parts that you want to show working. A video can be a great way to grab buyers and help them engage with your product, says Paul Gillison, a Sales Manager at Writemyx and Brit Student.
He continues, “They’ll be able to imagine themselves using the product much more clearly if they can see it working firsthand.”
Make Prices Clear
If your buyer has to hunt for price information, you’re likely to lose them.
Even worse, if they get a nasty surprise at the checkout because you just added a hefty fee for postage, they probably won’t complete the purchase, nor come back to your site later.
Buyers like to be able to easily compare prices between websites. By denying them access to this information, you are sure to annoy them and put them off.
Display pricing clearly on each item. Give buyers some indication of what shipping charges are likely to be before asking them to enter any details.
If you offer free shipping for purchases over a certain amount, advertise it prominently. This is a proven technique for bumping up the cart total before your customer checks out.
Talk To Their Emotions
Think about what your buyer will be feeling when they visit your site. Then, play to their emotions.
If they’re likely to be excited and hopeful about their purchase, tap into that feeling and share their excitement. Show that you can’t wait to help them improve their lives with your product.
If they’re likely to be nervous because your product represents a big investment or an unknown, reassure them with facts and guarantees.
Try to find ways to provoke emotional responses as well as to predict them.
If your product solves a problem, highlight the problem. Make your visitor remember just how much that problem is impacting on their life. Then lead them through to the solution.
For example: “What would you do if you lost your keys?” triggers a fear response. This can then be followed up with, “Our amazing whistle-activated alarm will ensure you never have to worry about it again.”
The language actively reverses the fear you’ve just triggered. Even better, it promises a sense of safety with your product.
Take Advantage of Testimonials
If you’ve got satisfied customers, flaunt it. Testimonials are among the best ways to reassure people that your product will satisfy them.
Positive reviews and testimonials are also really helpful for those looking to narrow down their choices with more information.
“People are more likely to trust other customers who say they’ve been happy, so display some of your best feedback somewhere nice and prominent. Let your customers sell your products for you,” explains Jennifer Vaden, a Digital marketer at Nextcoursework and Australia2write.
If you have any accreditations or awards, don’t forget to make use of these too. They’re another form of unbiased feedback which prompts a trusting response from your potential customers.
Disclaimer: The views and opinions stated in this post are that of the author, and Return On Now may or may not agree with any or all of the commentary.
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