Convincing people to convert — especially when it comes to getting them to make a purchase — requires you to understand your target audience on a deeper level.

Sure, you can learn about your site visitors’ demographics (think age, gender, location, and even interests) and use that data to make better marketing decisions, so you can promote to the right people at the right time. You can also invest in high-quality link building, use paid ads, or get a reliable keyword research tool to get more traffic to your site in hopes of getting more conversions.

However, when it comes down to it, you need to realize that 90% of all purchasing decisions are made subconsciously. In other words, people buy things with emotion and later justify those purchasing decisions using logic.

Marketers these days are tied up in the latest technology and basic conversion rate optimization strategies. Not to mention, they tend to appeal to people’s rationale when trying to convince them to buy. And let’s be honest, thinking of new and exciting ways to market to your target audience can be tough, especially when dealing with the anxiety that comes with running your own business.

But if you really want to push ahead of the competition, you’ll need to tap into what drives your customers to make decisions and use that data to increase your conversion rates. Let’s take a look at how you can use neuromarketing to influence people’s memories, emotions, and thoughts and get them to convert.

1. Be Mindful of Color

Studies suggest it takes 90 seconds for people to make a subconscious judgment about a product. Adding to that, 90% of those 90 seconds is spent evaluating the product’s color. Color is used in marketing to capture people’s attention, guide people through the sales funnel, and ultimately, convince them to buy. And, while the above statistic relates only to a company’s product, you can expect that customers will judge your brand’s logo colors with just as much scrutiny. After all, everyone is in a hurry, has their own personal taste in color, and are willing to make hasty judgments no matter how right or wrong.

That’s why major corporations go to great lengths to make sure they use the right color for their products and services.

emotional cues to colours

Here are some tips for making sure you use the right colors on your website to boost conversion rates:

  • Impulsive shoppers are drawn to royal blue, black, and orange-red (think Black Friday)
  • Budget-conscious shoppers enjoy navy blue and teal (think Walmart)
  • Traditional buyers like pink, rose, and sky-blue (found in many clothing stores)
  • Call-to-action buttons in red, orange, and green tend to convert higher
  • Red is perfect for instilling a sense of urgency and tapping into people’s fear of missing out
  • 65% of people won’t buy a product if it doesn’t come in their preferred color – so variety is the key

 

Of course, this is just a starting point. But the key takeaway is that color plays a significant role in all areas of your business, including whether your customers will convert. Don’t forget, however, that high-quality content is just as important for your eCommerce shop as a recognizable brand and reliable products and services.

2. Utilize the Anchor Effect

People tend to lock onto or “anchor” onto the first thing they see. This matters a lot when it comes to the order in which you display prices on your website.

For instance, if you have a product that’s $10 and immediately show a similar but more expensive product next to it and price it at $50, customers are not likely to want to pay 5x as much for that (very similar) item. This is because they’ve already locked on to the appealing price tag of $10.

Take a look at some pricing best practices:

  • Use descending price as your site’s default sorting option, so cheaper items seem like the better value
  • Always include the previous price (crossed out) to show people what a deal they’re getting
  • Expose your customers to high numbers (even if not related to price, such as the number of satisfied customers) so that every number afterwards seem much lower and more affordable

Although some of these tips may seem a bit strange, remember, it’s the subconscious working, and the inner workings of the brain don’t always make sense.

3. Track User Behavior

Being able to see exactly how users behave once on your website is one of the most effective neuromarketing tactics you can use for increasing conversions. Of course, you can always use Google Analytics (which is a helpful tool for growing your business) to follow the path people take as they explore your website.

google analytics behaviour flow

Doing this is useful for seeing where people fall off so you can work to optimize those specific webpages to get more conversions. You can also set up conversion goals in Google Analytics and check out how the sales funnel is working for those that get that far into your eCommerce shop.

using google analytics for visitor behaviour flow

Here, you can pinpoint where people are abandoning their shopping cart so you can make improvements and hopefully convince more people to finalize their transactions.

But what if I told you that you could go deeper than that and really see what people are doing on your website? Well, you can. And there’s a free tool called Hotjar that will help you.

Heat mapping is a unique way to see from a customer’s point of view what happens when someone lands on your website.

using hotjar for heatmapping

By analyzing what Hotjar records, which is the movement of your site visitors, you can see which things on your homepage, landing page, or even product pages draw the attention of site visitors the most.

You’ll also be able to identify where customers may get confused or lost, where they tend to click most to find more information, and ways you can make navigating your site easier and more understandable.

Here are some ways you can optimize your homepage, landing pages, and more based on heat map results:

  • Check the scroll movement and move essential site elements higher, or even above the fold, so people don’t miss them
  • Determine the hot zones on your site and optimize them to lead people to convert (g. add a CTA to a place people spend a lot of time)
  • Get rid of site elements such as CTA buttons, links, or images that seem to draw people away from your desired conversion and sales path

With Hotjar, you also have the option to track people’s mouse movements so you can see the path they take once on your website, and where they click.

Step 5: Monitor Site Speed and Performance

If your site doesn’t load within 3 seconds or less, people are going to abandon your site no matter what you have to offer. Think about it. How emotionally draining is it to fight with a slow loading page speed? And how likely are you to convert when dealing with a poorly performing website?

That’s why you have to monitor the speed and performance of your website. You can do this using Google PageSpeed Insights.

using page insights to help optimise your site

Once you know how your site is performing, you can then optimize your site to load faster so people can view more of your website without becoming frustrated and leaving.

One of the best ways to do this is to use a CDN to deliver your site’s content to people across the world in the fastest way possible.Using multiple servers spanning the globe, a content network delivery system delivers your website’s files to people using the server that’s geographically closest to the site visitor.

Because of this, your site never experiences a lag in speed or performance, people enjoy browsing your website, and more customers are likely to convert.

Final Thoughts

In the end, neuromarketing is an often overlooked strategy for boosting conversions and generating more sales. But the techniques are rooted in science and can have a positive effect on the growth of your business.

So, don’t invest all your time in simple ways to increase conversions, such as SEO optimization, website design, buyer keyword research and advanced technology like chatbots.

Of course, don’t forget those strategies either. Instead, make room in your marketing plan to allow for some of the neuroscience that comes with high conversion rates, since emotions are the main reason people are buying from you anyways.

 

 

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Jono Farrington
SEO & Digital Marketer
Jono is a partner in two digital agencies in Australia. He also founded and curates his personal SEO blog at http://theseoglossary.com. He lives in Adelaide, South Australia.