Neuromarketing

If you can’t answer this question, neuromarketing can help!
This discipline is not limited to studying the objective behavior in the face of a purchase, but goes further, up to the understanding of the conscious and unconscious mechanisms of the brain.

Very often there is a discrepancy between what the consumer says he wants and what he actually wants.
Through neuroscience and tools such as magnetic resonance, neuromarketing studies the functioning of the human mind to influence purchasing processes, to analyze the brain!

The purpose? Explain the emotional behavior of consumers in front of a brand!
Imagine being able to predict the purchasing choices… It wouldn’t be bad, right !?

Have you ever heard of Kahneman?
He is one of the main scholars of this discipline and author of “Slow thoughts and fast thoughts“. In this book he addresses the issue of dividing the brain into two systems.
System one is our irrational part, our autopilot and, as impossible as it may seem, it is used in 95% of cases. System two, on the other hand, corresponds to our rational thinking (logic) and is used only in 5% of cases.

Today super innovative tools are used to discover these dynamics. The most effective?

EYE TRACKING: analyzes the movement of the human eye thanks to infrared rays.

EEG: the instrument captures the waves emanating from our brain, and is able to understand whether the user is interested or not in what he is seeing!

IMPLICIT ASSOCIATION TEST (IAT): a test done on the computer, which subjects candidates to questions that are asked for a quick and accurate answer! In this way it is possible to go back to the ways of mental association!

Incredible progress that has been made in this discipline, right?

Going to intercept the cognitive biases of your customers and exploit them in your favor, simple! (No, nothing illegal, don’t worry!) Bias are those behaviors of individuals that do not represent the norm and create a subjective reality. It is precisely these behaviors that can push the consumer to purchase!

So here are some tips you can use on your e-commerce!

1. Put CALL-TO-ACTIONS: Don’t make the customer leave your shop. Also make sure that he can save the product in a wishlist, to buy at a later time or do reminder activities with an email!
2. Leverage the COLORS!
   Colors have a tremendous impact on users. Choose the right one to press the right button in his mind! And push him to action! An example? Red is associated with urgency, while blue is associated with trust. (Is it a case that all social networks abuse it ?!)
3. POSITION. Enhance the best-selling products, those with the best reviews, on offer or choose the items to highlight. For the most important ones, we advise you to use the top part of the page!
4. Leverage SCARSITY. If the products are limited, users tend to buy them faster! Use a timer that acts as a countdown or a banner that indicates the latest pieces.
5. SOCIAL PROOF. We all need certainties in life. This is why REVIEWS are so important and 84% of users seem to read them very carefully. Collect yours and make them super positive!
6. TOUCH THE SORING BUTTONS! In fact, it seems that users are more likely to respond to solutions that relieve potential pain rather than something that gives pleasure.
   Try to get the DATA of your customers, but do it in a soft way! Do not aim for a purchase immediately, first aim for some information about him .. Starting with the email for example!
7. SHOW YOURSELF! Regularly show the products you want to be remembered for. Only in this way will you enter the good graces of consumers! For e-commerce, on the other hand … put as many calls to action as you can!
8. Try to facilitate NAVIGATION as much as possible, and choose the words and colors that best suit your business (if you don’t know what criteria to choose, check out our article).

There is only one factor that ignores all these points: the use of emotions.

We are human beings, not robots. It therefore exploits the conscious and unconscious mental processes that the product generates. Tell your customers a story using storytelling techniques and get in touch with them in such a way that you can always be remembered and associated.

The public will then no longer buy your product just because they need it, but because you are the one selling it. By all this we don’t mean that you should replace traditional marketing eh, but simply integrate the two disciplines!