Post by nadinenadine on Mar 10, 2024 4:22:59 GMT
In the case of an e-commerce, the conversion rate represents one of the most important elements: it is not enough to have a good number of users visiting your site, but it is necessary that they complete purchasing actions. But what leads a user to transform from a simple visitor into a person who buys online? The reasons are many and linked, in particular, to an often underestimated factor: the emotional one. In fact, 90% of decisions are made on impulse , which is why considering this factor is absolutely essential. Therefore, in marketing, which is not an exact science, neuroscience studies are increasingly being applied , which provide important and effective insights for analyzing the cognitive behaviors that underlie customers' actions and which therefore influence some crucial aspects of sales, including conversion rate. We propose 5 techniques to increase the conversion rate that find a concrete basis precisely in this perspective, namely: Von Restorff effect cognitive point of view anchoring effect effect of payment split-attention effect. Let's look at them in more detail. Von Restorff effect, or the objects that are best remembered Based on the Von Restorff effect, unusual and unique objects are remembered more easily : those that are easily distinguished. This is a phenomenon that was first discovered in 1933 by researcher Hedwig Von Restorff during her doctorate. The Von Restorff effect is also known as the “isolation effect” and the “strangeness effect”. Let's try to explain better with an example . If we have 5 words such as shirt, shirt, chameleon, trousers and dresses , the one that comes to mind the most will necessarily be the different one, that is, chameleon .
The Von Restorff effect shows how the cataloging mechanism in memory follows a specific logic , offering a concrete basis for understanding which elements tend to remain imprinted in the mind for longer. To bring this mechanism to your advantage it is possible to implement various strategies , starting with highlighting the calls to action and the elements that distinguish the call to action from other texts. Even the graphics have their weight, from the colors to the fonts and the structure of the buttons. It is important that the user has no doubts regarding the actions he finds himself carrying out, which Loan Phone Number List are better to occur naturally. Cognitive aspect: simple is better To optimize the conversion rate, it is effective to make the site as simple as possible, so that the person has no doubts about what they are purchasing and does not find themselves in difficulty or abandoning the cart. In this sense, it is essential to analyze the steps taken in navigation by the user , analyzing which are the ones that lead him not to carry out the purchase action, so as to be able to improve them and make them simpler from a mental point of view. One way to work on the cognitive aspect is to act, for example, on prices, preferring clear, round figures.
A search engine like Amazon , the leading platform when it comes to e-commerce, also focuses heavily on the cognitive aspect. Confirming how important it is and how working on it works. Anchoring effect: acting on prices The anchoring effect occurs when users find themselves assigning a value to an unknown quantity and in order to do so they start from a certain available value. It is no coincidence that the reference image is precisely that of the anchor. The anchoring effect is applied, in marketing, in particular to prices , which significantly influence the perception of the quality and value of products. There are different methods applicable, in this sense, to a website. For example, showing a high price first, then moving on to lower amounts, sorting the items in descending order and always making sure to show the original price if a discount is applied. Simple techniques, but which see total transparency and simplicity of information. The customer will feel calmer and more inclined to purchase.
The Von Restorff effect shows how the cataloging mechanism in memory follows a specific logic , offering a concrete basis for understanding which elements tend to remain imprinted in the mind for longer. To bring this mechanism to your advantage it is possible to implement various strategies , starting with highlighting the calls to action and the elements that distinguish the call to action from other texts. Even the graphics have their weight, from the colors to the fonts and the structure of the buttons. It is important that the user has no doubts regarding the actions he finds himself carrying out, which Loan Phone Number List are better to occur naturally. Cognitive aspect: simple is better To optimize the conversion rate, it is effective to make the site as simple as possible, so that the person has no doubts about what they are purchasing and does not find themselves in difficulty or abandoning the cart. In this sense, it is essential to analyze the steps taken in navigation by the user , analyzing which are the ones that lead him not to carry out the purchase action, so as to be able to improve them and make them simpler from a mental point of view. One way to work on the cognitive aspect is to act, for example, on prices, preferring clear, round figures.
A search engine like Amazon , the leading platform when it comes to e-commerce, also focuses heavily on the cognitive aspect. Confirming how important it is and how working on it works. Anchoring effect: acting on prices The anchoring effect occurs when users find themselves assigning a value to an unknown quantity and in order to do so they start from a certain available value. It is no coincidence that the reference image is precisely that of the anchor. The anchoring effect is applied, in marketing, in particular to prices , which significantly influence the perception of the quality and value of products. There are different methods applicable, in this sense, to a website. For example, showing a high price first, then moving on to lower amounts, sorting the items in descending order and always making sure to show the original price if a discount is applied. Simple techniques, but which see total transparency and simplicity of information. The customer will feel calmer and more inclined to purchase.