19 May Neuromarketing: 3 Powerful Ways to Increase Conversions
Posted at 20:13h in Neuromarketing
Neuromarketing, or the application of neuroscience to marketing, may sound like the new kid on the block, but it has been used for years by major companies and universities to improve their sales and stay ahead of their competition. Until recently, its powers have been reserved for the Frito-Lay’s and Coca-Cola’s of the world. Today, we are opening up its powers to more companies by facilitating more cost-efficient solutions.
It’s not a secret that marketing involves a lot of guesswork. And while some marketers notice patterns better than others, we’re all humans making biased assumptions at the end of the day. The only way to know what customers want is by… were you going to say “asking them”? Great guess, but it doesn’t work.
Surveys and focus groups have proven to be highly ineffective by both psychologists and marketers. One of the major reasons for this is that customers’ responses are flawed by as much as 90%. This stems from the fact that our memories are constantly changing based on our mood, recent happenings and the memories recalled by others in a group setting.
Neuromarketing greatly decreases this error by going straight to the source – the brain. Using various methods described below, marketers can get the answers they need in order to really understand the customer, better position the product, and build more effective campaigns that sell.
The article below outlines three ways neuromarketing can help your business sell more.
1. Track Their Gaze.
You are likely aware that ads that include people are significantly more effective than those that don’t. This information, however, is incomplete. Through eye tracking technology, marketers have been able to find out the following:
• When people in the ad face straight on, it takes focus away from the copy of the ad. Having the person look towards the copy is far more effective.
• If you’re asking for a specific action to be performed, such as clicking a button, showing the person in the ad doing the same can increase your conversion rate by was much as 24%.
With video bringing in the highest engagement across all platforms, you will also want to understand where your customers are focusing their gaze. Is it on the product you are trying to sell? Or are they distracted by something else in the video? Is your plant taking attention away from your face? All these can help you create videos that not only engage, but also convert.
2. Understand How They Feel.
Asking consumers to describe their feelings about a product, brand or person is futile. Each emotion has a wide spectrum, and it is attached to a lifetime of triggers for each consumer, including triggers that have nothing to do with the way they actually feel about a product. Add to that our personal interpretations of each emotion and any data we collect through a survey or focus group is highly flawed and useless.
But understanding how the consumer really feels is key to creating an evangelical following.
One way neuromarketing accomplishes this is through facial emotion recognition technology. As the brain responds to stimuli, it immediately sends out messages via neurons that exist all over the body, about 200 of them in the face alone.
This is great for testing visual content, including packaging, photos, videos, static ads and websites. In our campaigns, we combine this with eye tracking technology in order to best understand what about the visual is causing the particular emotion they are experiencing.
Another way to understand a customer’s feeling about a particular product, service or experience is through metaphor interviews. Unlike focus groups, where participants’ opinions can be easily swayed by that of others in the group, metaphor interviews are held in a one-on-one or one-on-two setting.
These interviews also solve the issue of flawed memories by asking customers to bring in a photo that best describes how they feel. Interview questions are then carefully formulated to avoid assumptions and instead “peel the onion” of the customer’s relationship with the brand.
Constructs, or groups of emotions and their direct relation to the brand, are then created by trained neuromarketers. In addition to helping with marketing campaigns, these methods can help brands better understand what their customers really want and therefore, sell more of it.
3. Track and Analyze Actions on Your Website.
This is a tool every business should implement. Most businesses build their website by either (1) looking at what their competitors are doing and assuming it’s the right thing to do or (2) trusting a website designer to build them a site that converts. Either way, it’s guesswork.
The only way to know if your website is effective for the audience you attract is by tracking their actions on each page. We record user sessions on our clients’ websites to better understand what attracts (or distracts) users from converting. Some of the action we look for include:
• Rage Clicks – 3 or more clicks in rapid succession, which can indicate that the user is unable to get the result they want (ex. a broken button) or the page is slow to load.
• U-Turns – Users who go to the previous page without taking an action. This can indicate hesitation prior to conversion, that they clicked the wrong menu item or that the menu item was incorrectly linked.
• Time Spent – One of the key indicators of interest is how long users stay on the site and each page. This is a simple number that can be retrieved from Google Analytics. But we like to take things a step further. How do they spend their time on each page? Is there a particular part of the page they spend the most time on? Did they just open the page site for 16 minutes and forget about it? Understanding your prospect’s interaction with your content is key to optimizing your online presence.
To start reducing expensive marketing guesswork and increasing conversions, schedule a free consult with a SocialCow neuromarketing specialist today: http://bit.ly/meetmoo