While product and price are essential to customers, the experience heavily influences buying decisions. We all know that great design and digestible copy are a winning combination for any campaign – but marketers can go several steps further.
We might not realise that human psychology drives the decisions we make as consumers. Ecommerce marketers have a golden opportunity to tap into the nuances of the shopper’s psyche, not to manipulate but rather influence their consumer choices. Let’s take a deep dive into the principles of ecommerce psychology that are crucial in the buying decision process.
Expertise and accountability
As humans, we’ve always wanted to follow the lead of people we consider to be experts. Consumers are more likely to purchase from brands that convey industry expertise. Use your knowledge and experience to highlight professional opinions in your cross-channel communications. The ecommerce industry is constantly evolving, so keep yourself updated with the latest technologies to create unique individualised shopping experiences.
Last but not least, don’t forget to demonstrate your commitment to data security through a robust security framework in place. Today, customers are concerned about where and how the data is stored and used. According to the latest Office of the Australian Information Commissioner (OAIC) report, 464 Australian data breaches were reported alone in the latter half of 2021. So it’s essential to be accountable and ensure the safety of your customer data and showcase it to build brand trust.
Cognitive load and reciprocity
What is cognitive load, and how is it related to ecommerce? ‘Cognitive load’ relates to the amount of information that working memory can hold at once, and it comes to play when we talk about user experience (UX). We often are more likely to see it through when something is easier and refrain from engaging when encounter complexities. How to reduce the cognitive load? Streamline your email campaigns and make the path to purchase easy to navigate. Simplify your UX to drive conversions faster, increase sales and avoid lost visitor syndrome.
How do you show your love towards those who have constantly been engaging with your brand? You make sure when you get a little, you give back! Loyalty programs have a role to play in customer retention and reciprocating their commitment towards the brand. Individualisation is a massive part of loyalty. Recently launched, ‘The Future of cross-channel marketing report’ shows, 94% of surveyed customers said they want rewards or discounts in exchange for their brand loyalty.
It’s not about selling a product; it’s about selling your ongoing relationship to the customer. It means creating hyper-personalised communications and creating an experience that ticks all the boxes with customers. When you do something nice for customers, they’ll return the favour. Remember, special treatment drives higher customer orders brand engagement and inspires loyalty.
Likability and collective opinion
We tend to buy from people we like. What does this mean? Customers buy more from the brands they approve of. Today’s savvy consumers rely heavily on extensive research, opinions from friends and colleagues, or feedback from consumer forums before making a purchase. Consumers base their purchasing decisions on the experience of others. Therefore, brands need to prompt customers to leave reviews for a special discount/ reward.
Product and brand reviews should be a huge part of the strategy. If you’re not utilising reviews effectively, ensure this becomes a massive part of your focus moving forward. Organic reviews and third-party content can be the difference between making a purchase or looking elsewhere. Reports suggest, 72% of consumers say that reviews are key to the decision-making process when purchasing products or engaging with brands. Highlight your ratings on-site and effectively utilise user-generated content (UGC) across all your channels to build UGC-only tailored campaigns.
Taking an in-depth look at the motivations behind everyday behaviour can give your brand more control over how customers receive your campaigns. Leverage these principles to facilitate smarter, better, more immersive customer experiences. Implement consumer psychology into your email marketing strategy to stay ahead of the competition.
Aparna Gray is head of marketing for Asia Pacific at Dotdigital.