The following is a guest post by Marcus Suther. Markus lives and breathes writing. He’s passionate writing topics about marketing, sports, and travel.
As a marketer, your arsenal of strategies should know no bounds.
You should embrace every opportunity to be found by your target audience be it through SEO, PPC, social media, email marketing, and whatnot.
Without the willingness to go the extra mile and attempt something your competitors haven’t, you might as well give up being a marketer altogether.
In this post, we’ll explore the marketing opportunities present in the landscape of neuroscience — the study of the human nervous system, its functions, and how it responds to external stimuli.
It may sound far-fetched, but if you think about it, everything in marketing has to do with human psychology. Factors such as reciprocity, urgency, social validation, and motivation all come into play whenever consumers make a purchase decision.
Neuromarketing just takes it a step further with techniques that are honed from concepts like brain imaging, eye-tracking, and sensory marketing.
1. Use Heatmaps To Improve Website Performance
Understanding how customers look and interact with your website is key to unlocking higher conversion rates.
This starts with the question, where will customers look?
Will they stare directly at your headline, or will they focus their attention on your sidebar ads? Can you identify a viewing pattern whenever they browse a specific landing page?
An elaborate research involves remote eye trackers, which utilize sensor technology to record where a respondent gazes in real-life or virtual environments. In doing so, marketers can identify which particular store elements pique their interest, giving them a chance to tweak the environment’s layout and create an experience that leads customers down the path to conversion.
For websites, however, a much simpler approach can deliver replicable results. Analytics platforms like Hotjar come equipped with a heatmap tool that can track actual user behavior on your website.
A heatmap may not track the eye movement of website visitors per se. Instead, it records the movement of the user’s mouse pointer, where they click, and how far they scroll down the page.
In a way, it accomplishes the core objectives of eye-tracking technology — to observe what users see, figure out how they interact with an environment, and give marketers a baseline for future improvements.
To start creating heatmaps for your web pages, Hotjar requires you to paste a tracking code on your website before it can collect user data.
Heatmaps can then be set up by entering the total number of pageviews you’d like to use as a sample size and specifying the trigger for data collection.
Once sufficient data is gathered, the interactive heatmap page will enable you to identify the “hot” and “cold” zones of your website in terms of clicks, mouse movement, and scrolls.
By analyzing your heatmap, you can identify certain page elements that naturally draw the audience’s attention. You can then borrow some of their characteristics—from color to font selection—and incorporate them into key conversion elements, like a call to action, “Buy Now” button, or your product’s list of selling points.
Here are a few other ways to optimize your website for conversions based on your heatmap results:
- Reposition conversion elements higher if users aren’t scrolling down enough
- Restructure a page’s layout to have conversion elements in hot zones
- Eliminate links or buttons that make users leave the conversion path
To help users view more of your content, it’s worth investing in performance optimization strategies that can improve your website’s loading speed. A tool like PageSpeed Insights can provide you with actionable tips that will help you incrementally improve your website’s performance, such as image compression, code minification, and browser caching.
High-traffic sites like online stores and SaaS sites may also use a CDN or a more capable hosting service to provide a stable user experience. This is important if you want to give customers enough time to see your value propositions.
2. Present Your Message with the Right Colors
Persuading customers to make a purchase requires you to connect with them on an emotional level.
Words can only get you so far if you want to ignite certain emotions that trigger the right response from your audience. What you need to do is throw visual stimuli into the mix to provide them with a truly compelling user experience.
Have you ever wondered, why the color red is often used in clearance sales? That’s because the human brain associates that specific color with urgency and excitement.
Image Source: Neil Patel
Apart from the color red, orange, black, and royal blue can also be used to attract impulse buyers. If you’re targeting budget-oriented customers, then the colors pink, teal, and light blue are better options.
The colors pink, rose, and sky blue, on the other hand, can appeal better to conformists and traditional buyers. These colors are also popular among clothing stores since they appeal to the “trendy” crowd.
Below is an example from RoseGal, which is an online clothing store for women:
3. Use the Price Anchoring Strategy
It’s been proven that perceptions of quality have a strong correlation with product pricing.
In one study, researchers successfully led respondents to believe they’re drinking better wine by claiming it has a higher retail price when, in fact, they were comparing its taste with an identical wine.
Remember, the value of a product and whether it’s cheap or expensive is all relative to the first bit of information consumers receive. The respondents in the study above all “anchored” to the idea that a particular wine sample is more expensive — thus, increasing their taste expectations and inducing a “marketing placebo effect.”
You can use anchoring to your advantage by presenting customers with “mock” prices or products that will make your core offer look like a steal.
The typical route is to use a tiered pricing structure that allows consumers to compare products side by side.
For example, a service that costs $2,000 will look cheap if it’s placed next to a similar service that costs $5,000. You can also use the pricing strategy of more expensive competitors as your anchor to increase the value perception of your own products.
Here is an example from HostGator, which used the anchoring strategy with the pricing of competitors to increase the perceived value of their hosting packages:
Over the years, brain-imaging technology and techniques like functional Magnetic Resonance Imagery (fMRI), electroencephalogram (EEG), and Galvanic Skin Response (GSR) have been used to comprehend how consumers react on a subconscious level to brands and products.
These tests can be used as consumer research tools to, according to research, predict the purchase decisions of consumer groups after they encounter various forms of advertising.
Unfortunately, acquiring the resources for such research may easily cost hundreds of thousands of dollars to produce results. The good news is, there are neuromarketing firms that offer more affordable research solutions that can help companies better understand what makes their ideal prospects tick.
Even then, you may need to invest thousands of dollars for the equipment, software, and manual labor needed to conduct the study. But on the flip side, you will be able to eliminate the guesswork and conclusively validate the direction of your advertising efforts to ensure profits.
At the end of the day, neuromarketing is all about formulating strategies from proven science.
There are no guarantees when it comes to digital marketing and advertising. But with the strategies above, you can tip the odds in your favor without investing top dollar in neuromarketing research.