4 Neuroscience Insights That Can Increase Conversions
What you should do: Have an anchor that primes and predisposes consumers to an experience. Show products in decreasing price order. Add a new, high-end item (which won't sell well) so that the sales of reasonable compromise will increase.
You can also put irrational anchors in the "lobby" of the experience or before visitors get to the main decision. For example, if people are asked to recall the last two digits of their social security number, then asked what they would be willing to pay for a raffle ticket, those whose last two digits are 90s (vs. the 0s) are willing to pay 60 percent more for the raffle ticket. This is irrational as social security numbers are unrelated to the price of the raffle tickets.
3. People are tribal. Human beings are an overlay of our tribal identities. These different tribes we belong to may be voluntary (e.g., the music genre you relate with) or involuntary (e.g., your nationality). People are influenced more by those in their tribe. For example, teenagers often don't care about what their parents think, but care about their peers’ opinions.
What you should do: Identify who your target audience is and communicate your values to them via your editorial tone. In this age of infinite information, you have to be a specialist and very specific to be remembered.
Don't try to sell to everyone. It's OK to alienate people who aren't part of your target audience. It's a mistake to do "the death by ‘and’ product line extension" and sell 95 percent of one product and 5 percent of another, and talk about that 5 percent a lot.
Focus and really know who you're talking to and what you're talking about. Consumers crave for companies who are spot on and talk as if they understand them. This is critical from a writing aspect (e.g., headlines and copywriting), but applies to conversion in general.
Tim Ash is the author of the bestselling book Landing Page Optimization, and CEO of SiteTuners. A computer scientist and cognitive scientist by education (his PhD studies were in Neural Networks and Artificial Intelligence), Tim has developed an expertise in user-centered design, persuasion and understanding online behavior, and landing page testing. In the mid-1990s he became one of the early pioneers in the discipline of website conversion rate optimization. Over the past 15 years, Tim has helped a number of major US and international brands to develop successful web-based initiatives. Companies like Google, Expedia, Kodak, eHarmony, Facebook, American Express, Canon, Nestle, Symantec, Intuit, AutoDesk and many others have benefitted from Tim's deep understanding and innovative perspective.
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