Becky Holton is a journalist and a blogger. She is interested in education technologies and is always ready to support informative speaking. Follow her on Twitter. Waiting for your answer.
Marketing and technology go hand in hand nowadays, but you would be surprised how far that symbiosis goes. We aren’t just talking about various apps and marketing automation tools, but also neuromarketing, which has been really picking up steam in the past few years. In the past, marketers had to rely on surveys and interviews in order to gather data and opinions directly from users, but in this day and age, it is possible to measure customer interaction with a particular ad or product via functional MRI scans and EEG.
Large enterprises and companies are already using neuromarketing to their advantage in various creative ways, but in essence, everything boils down to either sensory marketing methods or choice architecture. The good news is, according to Tom Christian, who is the CMO for Aussie Writings, you can use both neuromarketing approaches to boost your eCommerce business and leave your customers no choice but to make a purchase with your brand. With that in mind, here are four neuromarketing tools you should be using today.
1. Using Colors and Sounds to Drive Sales
There is plenty of research done in the field psychology that illustrates the effect colors and sounds have on our senses. For instance, music with lower frequencies has us pay attention to darker objects, and music with higher frequencies gets us to focus on a lighter object. According to James Hutton, who works as a marketer for EssayGeeks, one of the more famous experiments of this type is neuromarketing involving bananas.
Researchers place bananas on two different types of shelves inside one supermarket. Bananas that were displayed on lighter shelves, and with music characterized by high frequencies playing in the background, sold twice as well as bananas displayed on darker shelves with low-frequency music playing. The same principle is used by companies in their ads, branding, and product packaging, as well as when it comes to products themselves.
2. Framing Scarcity in an Optimal Way
According to Selena Marshall, who works as the head of marketing for bestessaytips.com, the idea of creating scarcity in order to drive sales is nothing new in marketing. However, neuromarketing goes a step further when it comes to that because it also adds another layer in the shape of framing. For example, you will often come across special editions of your favorite drinks or snacks which are available for a limited time only.
Now, in addition to creating scarcity, neuromarketing also frames scarcity cues. For instance, you may have gain or loss frames. An example of a gain frame would be something like “get it now while supplies last”, while the loss frame would sound something like “make sure not to miss out on this great deal”. It’s not a matter of which one is better, because you would want to use the gain frame in the case when you want to appeal to your customers’ sense of uniqueness, and the loss frame if your customers like to be a part of the crowd and conform.
3. Employing Anchoring
According to June Armstrong from Xpertwriters.com, who is their head of marketing, they have been able to boost their revenue by as much as 34% by using anchoring. What is anchoring? Well, it takes advantage of our tendency to make decisions based on the first piece of information we receive. More specifically, when it comes to shopping, we tend to buy stuff not based on their actual value, but based on their comparative value.
Anchoring is the reason why you pay $100 for a pair of headphones, even though your budget is only $50 because the original price of those headphones was $200. You end up buying it because you think it’s a great deal, regardless of your initial spending budget.
4. Relying on Eye Tracking
One of the things online businesses which rely on neuromarketing use a lot nowadays is eye tracking, which can either be used to identify the point at which the user is looking at, or track the motion of their eyes relative to their head, according to Michelle Peters, who is the head of marketing for EssayPro.com. This is done by using special eye trackers devices which collect and record the data.
Eye tracking can be used to determine the exact way your customers interact with your product or with your website, which is also the reason why eye tracking is used to solve UX-related problems. It also helped experts discover that people tend to scan websites in an F-shaped pattern.
While some of the advanced neuromarketing tools, such as fMRI and EEG may not be accessible to you just yet, you can start implementing others today and improve not just the sales, but also the experience that you provide for your customers when they interact with your eCommerce business. Good luck!