If you want consumers to forget about your competitors and go shopping on your website, you must learn to understand how they make purchasing decisions.
For most entrepreneurs, the criterion for assessing demand is:
- High-quality goods;
- The appropriate price for client categories;
- Good service.
Indeed, all of these criteria are fundamental to the consumer, when choosing a seller. But this is only the tip of the iceberg and there are many hidden nuances that help to better understand the consumer and increase sales. After all, your competitors also care about the high quality of the product and try to give customers the lowest possible price.
Nowadays, non-price competition is the main way to get around opponents and give a start to sales of your product.
People often do not know what they want
The first thing that people, interested in buying any product, do is they go to google. Many of them complete a real online research to compare different product characteristics.
Many people do not know what exactly they are looking for and try to select 2-3 products that have the best characteristics using an exclusion method. According to statistics, about 71% of purchases begin with search engines and the study of various characteristics of the product.
The user experience of previous customers is also included in these characteristics. The more information a potential consumer finds, the easier it will be to make a decision. Reviews about the product or the seller play an important role. This your key to influencing the purchase decision. The one who has no reviews will always lose this fight.
And as an entrepreneur, your task is to give people the opportunity to post reviews on your website and encourage them to share their user experiences. Wiremo tools allow you to automate this process and a few days after making a purchase, the client receives an email that invites them to leave a review. The client does not need to remember that he made a purchase because you can remind him about it.
Due to the fact that each individual will talk about your product and will describe various subjective characteristics, consumers will be able to better understand its merits and put it higher in the list of things they want to buy.
The behavior of modern man is dictated by social norms. Even if the consumer does not know what he wants, he will always choose what dozens and even hundreds of people have already bought.
Crowd theory works in all niches and is a working marketing tool that will help you better understand what drives consumers to make purchases.
Very bright example:
In blind tastings, Heinz ketchup is very often not among the first in taste and texture. The consumer does not know which ketchup he is trying and cannot be guided by social opinion.
But in practice, we see that in its segment, Heinz ketchup is one of the top sellers. Why does it happen?
The fact is that millions of consumers see the advertisement of the product and a certain opinion, with which many people are afraid to disagree, is imposed on them. And if your neighbor tells you that he only buys Heinz ketchup, you also want to try this ketchup. It may not be the most delicious, but then you can also tell someone that you are using this popular ketchup and show your involvement in this product.
In fact, you just want to be on top of things and keep up with your friends, relatives and neighbors.
- 1st category of people, those who have made a purchase, will want to be involved in your product and show that they use it.
- 2nd category of people, those who have not yet made a purchase, do not want to lag behind social norms and want to have the same product at home and be in the "trend".
This is how marketing worked 50 years ago and how it works now. Social norms do not change because this is psychology. You do not have to invent anything, just give people a tool so that they can manage their social norms themselves.
Having understood what one person wants, you will understand what his whole surrounding wants and will be able to attract 10 times more clients with the help of reviews.
If a person comes to your website, it does not mean that he will make a purchase. According to statistics, the majority of online stores have a bounce rate of 50-60%, although according to experts in the field of internet marketing, it should be 20% to 40%.
Perhaps you have noticed that most people try to adhere to certain rules in life and do not change them over the years: one hairdresser, the same restaurants, the same brand of home appliances, and so on.
The fact is that when choosing a product or service, people are guided by past experience and purchases made. Consumers do not want to explore other options and risk buying something that may not bring pleasure.
This applies not only to the commitment to the product or to the brand but also to your store. You must do everything to ensure that the person makes the first purchase in your store.
After receiving the first positive customer experience, it is much easier to attain a repeat purchase. What you need for this:
- First, your offer (product or service) should be as simple and accessible as possible.
- Secondly, the content should be interesting and most importantly, useful.
- Third, show customers that dozens of people like them made their successful purchase in your store.
Complicated content = no purchases. Let’s quickly go over what the content should be like to lure in the customer.
- If you present descriptions of the product characteristics in a form that is difficult to read, no one will read them. This automatically causes discomfort for the site visitor.
- A simpler form of presentation increases the number of people who want to buy a product at least 2 times.
- In the description, use only the most important points, indicating the benefits of the goods briefly and to the point.
Our experience suggests that it is best if the content on the product page is divided into 2 parts:
- 1st part – a short description of the product with important characteristics.
- 2nd part – reviews from previous customers who will talk about unique features.
Many online store owners are starting to write long texts for each product. These texts include unique characteristics, instructions for use, sections on the delivery of goods and payment, and so on. Why include all of this? The consumer will not read so much text. Give him the opportunity to get all the most valuable information from other users. Let past purchases generate new ones.
You do not even need to think how to do this because Wiremo already includes all the necessary tools: photos in reviews, a carousel with reviews, a reward to customers for leaving positive comments, and so on.
Just install the plugin or app on your website and within the first month, you will notice an improvement in conversions and purchases from new customers.
Emotional decisions and logic
Competition for the client of the 21st century involves an active use of psychological techniques. And despite the fact that many customers argue that they are guided by logic when shopping, more than 80% of decisions are made by emotions and the subconscious.
Let’s show this with one very interesting example:
“Scientists have suggested a group of people to look at two photos.
The first one shows an old time-tested car. On another, a new modern car. The opinions of the participants have divided.
One group said that the first car is better, but not so beautiful and relevant today, and the second group said that the second car is not unique and not as interesting as the first, but with a more elegant and powerful appearance.”
They all liked the second, modern car. But no one answered that the choice was dictated by emotions. They felt the need to justify their emotional choices with rational arguments. Both groups of people found different reasons for explaining their choice.
At the same time, they admitted that if their decision was based solely on logic, they would have chosen the first car as a more reliable, cheaper to maintain and more suitable for daily use.
Conclusion: You can establish an emotional connection with a person at aa first glance. In this case, it was a modern beautiful car. Its technical features and build quality will not matter. If the subconscious of a person has already made a decision, it will be difficult to convince him otherwise.
The same goes for online stores. Establish an emotional connection with the client no matter what it takes. He should understand at a glance that your website or your product is vital for him and that it will satisfy his current needs. And if this happens, most likely you will have this client for many years.
Today, we just took a peek and tried to understand what your potential buyers really want. All these secrets are useless if you do not use them in a real business.
Many people know about them, but only 10% effectively use all the recommendations and tools to influence the consumer. Today, this tool is the Wiremo product reviews plugin and app, and tomorrow it maybe something else. Follow the trends and always think about how to get consumer emotions and transform them into conversion.