For those of us in the digital marketing profession, behavioral science is the science of predicting the future. Understanding how people have behaved in the past will help us understand how people will behave in the future.
E-commerce brands often spend resources on ads to drive website traffic, but without optimizing conversion rates it’s difficult to turn increased traffic into sales.
We’ve given you three examples so you can see how this works on your website today!
Use Social Proof
E-commerce websites rely on highly performing recommendation engines to draw in customers. Recommendations are not only important for conversion rate optimization, but also show up in Google’s search results pages (SERPs), making them even a critical part of SERP conversions. People will be more likely to buy a product if they know other people have bought it and recommend it to others.
Charm pricing (also psychological pricing) is a marketing technique that relies on the belief that an odd-numbered price can trigger emotional reactions in people. This has a psychological impact, resulting in increased sales. Studies found that customers pay less attention while reading from left to right, indicating that €13,50 is seen by them as €13 rather than €14.
Power of 3
Many businesses offer three pricing options for their services in order to make it easier for their customers. This is because people almost always go with the middle option, which seems like the safest choice. Consider using 3 simple pricing models – such as three prices ranging from low to high; three steps needed to do something; or three menu items on your website’s top navigation – in order to create a more streamlined experience for your customers.
Apply behavioral science to boost your conversions: Let’s get started!
If you enjoyed reading about how behavioral science can be applied to marketing, then let’s start by seeing if we can increase conversions with this approach. Get in touch now!