Knowing what influences customer behavior during a purchase can help you use different triggers to increase revenue and better understand your customers. We share with you the most interesting life hacks that leading companies use to create a positive customer experience in online stores and in retail outlets.
Content:
How the brain works and why a quality visual component is more important than big discounts
Visual Triggers: Colors and Their Impact on Buyers
Auditory triggers: music as a way to retain a client
Specifics of online stores: the main factors influencing online shopping
Lifehacks from large companies on creating a selling atmosphere
Checklist:
How Buyers Make Decisions
The first and most important thing to understand is the purchasing decision process. It consists of 4 main phases: the emergence of intent, product analysis, purchase and feedback to the store.
How knowledge about how customers’ brains work can help you win the customer’s heart
Although the decision-making algorithm is fair for everyone, this is where the differences between customers begin. They can be seen most clearly by looking at conscious and spontaneous buyers. The former pay more attention to the quality of the product and think through their shopping lists, while the latter make most of their purchases under the influence of various emotions.
How knowledge about how customers’ brains work can help you win the customer’s heart
Understanding which user group your brand is designed for will help you position yourself more clearly. For example, offering conscious buyers products in “looks” or sets, or using tote bags and emphasizing the company’s environmental mission.
Main types of buyers
If you look deeper into the customer’s psychotype, you can identify several basic behavior patterns that influence how a person makes purchases.
The most common type of shopper is the “Deal Hunter.” 80% of users believe that they are conscious savers. These customers prefer great deals and search for them across all stores, both online and offline. More than 137 million shoppers plan to shop on Black Friday and 122 million on Cyber Monday.
Research customers carefully study any information about a product, while “people on a mission” prefer to make purchases quickly, trying to immediately satisfy their needs.
How knowledge about how customers
Brains work can help you win the customer’s heart
Don’t forget about impulse buyers. More than 84% of customers have made impulse purchases at least once, guided by emotions and feelings . For “Negotiators”, every deal is a victory, and “Loyalists”, mostly millennials, try to buy things from their favorite brands.
How knowledge about how customers’ brains work can help you win the customer’s heart
How to work with this information? Let’s say your search page shows a high conversion rate, which means there are a lot of “people on a mission” on the site who are immediately looking for a specific product. To best meet the needs of such buyers, you can integrate a recommendation block on the search page, which will additionally generate orders. This technique helped the online store “Bukvoed” increase revenue by 3%.
How knowledge about how customers’ brains work can help you win the customer’s heart
How the brain works and why a quality visual component is more important than big discounts
What influences decision making? People remember 10% of what they hear, 80% of what they see, and 20% of what they read.
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Most people are visual people
This means that even the biggest bargain hunters will pay attention to product photos, store visuals, and email newsletter design.
65% of information comes visually . That is why 93% of buyers will prefer a more expensive product if its appearance is better. The situation is buy forex database similar for online: in fact, here, except for visuals, there are no other ways to form an opinion about a product.
How knowledge about how customers’ brains work can help you win the customer’s heart
Visual Triggers: Colors and Their Impact on Buyers
As we have already found out, the emotions and feelings that the customer will experience largely depend on the visual component of the store. Therefore, it is worth paying special attention to details and carefully working out phone list forum the interior, website architecture and logo in accordance with the positioning. You can start by selecting the optimal colors that will evoke the right associations with the brand:
How knowledge about how customers’ brains work can help you win the customer’s heart
Special attention should also be paid to color combinations. Black, which is often used to create premium products, when combined with blue, red or orange will evoke associations with fast food and attract impulsive buyers. Below are the main color combinations used in retail:
How knowledge about how customers’ brains work can help you win the customer’s heart
Now let’s take a closer look at signs, banners and shop windows. For retail, this is the most important element, on which even the fate of the brand depends. Thus, 75% of customers describe the store based on the sign, and 68% believe that it reflects the quality of services:
How knowledge about how customers’ brains work can help you win the customer’s heart
52% of shoppers are more likely to visit a store with a “Sale” sign. This trigger can be used not only in retail, but also online. For example, with the help of dynamic content. The online store TVOE implemented an automatic calculation of the discount size in email newsletters: when the price of a product was reduced, a bright CTA element with the percentage of savings appeared in the email template. This approach increased the conversion rate of the email by 142.7% .
How knowledge about how customers’ brains work can help you win the customer’s heart
Auditory triggers: music as a way to retain a client
Music is especially important for supermarkets, beauty salons and food places. It does not have such a strong influence on customers, because only about 20% of people are auditory. However, music can also keep customers in the store longer and encourage them to buy.
The most important thing in choosing audio accompaniment is harmony with the product. For example, users prefer more expensive wines when classical music is playing. Pop melodies are suitable for children’s stores and mass-market clothing stores, and rhythmic and motivating music is suitable for sporting goods.
Specifics of online stores: the main factors influencing online shopping
Online, the user is exposed to many motivators and demotivators that play no role in retail:
Speed and quality of delivery have become more important than discounts for 80% of users
Incorrect display of the site on mobile devices can cause 46% of customers to go to a competitor
Flexible return and exchange terms and positive reviews are important for 68% of respondents
64% of users will leave an online store due to inconvenient navigation
However, price is still the most important factor when making a purchase in online stores for 87% of buyers.
How knowledge about how customers’ brains work can help you win the customer’s heart
For 53% of buyers, individual selection of goods in online shopping is important. With the help of modern technologies, it is easy to personalize content. For example, for the mailing of the Mamsy closed sales club, the Retail Rocket platform placed blocks with banners and product recommendations individually for each client in accordance with their interests. This significantly increased the key metrics of the mailing, in particular, conversion by 13.7% .
How knowledge about how customers’ brains work can help you win the customer’s heart
The visual trigger on the Internet is finally coming to the fore: website design is important for 93% of users, 90% are more likely to buy a thing that is presented not only in a photo but also in a video, and an image is more important than reviews for 53% of customers.
