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8 Psychological Triggers To Turn A Looker Into A Buyer revised

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8 Psychological Triggers To Turn A Looker Into A Buyer revised

  1. 1. 8 Psychological Triggers to Turnan Online “Looker” into a Buyer
  2. 2. 1. Engagement  Offline, people pick up/touch/examine a product they are thinking of buying to evaluate it. They create a personal connection to the product.  This is not an automatic element in online sales. Disconnection is a major obstacle in the online sales process.  To engage a prospective customer online, explore ways to link your product to an existing experience for the user. Create a virtual, or psychological, connection to your product.4/12/2011 2 WebsiteBiz
  3. 3. 2. Greed  Greed is a powerful motivator.  Online commerce is driven largely by price of goods or services vs. perceived value.  People want to believe they are getting the best deal (i.e. more for less). Your “sales pitch” needs to convince them of this. FOR EXAMPLE: eBay’s “Microsoft cashback” promotion RESULTS: “Bing cashback audience” spends 26% more money online than the average user.4/12/2011 3 WebsiteBiz
  4. 4. 3. Timing  People want to be the first to know – whether it’s about an upcoming event, a new product/service, or current sales offerings.  Online sales promotions should be well timed and targeted for a specific event and/or audience.  Online ad messaging should be contemporary in both content and tone.  If the offer is exclusive, make sure this is communicated. EXAMPLE: Many retailers offer “sneak peaks” for repeat or VIP customers, or limited time offerings for those first to respond.4/12/2011 4 WebsiteBiz
  5. 5. 4. Demonstrate Authority  Prospective customers are more likely to buy from you if they believe you know what you’re talking about.  This is especially important for online sales, because a certain distrust naturally exists in this sales medium. There’s nothing tangible online, only information and your presence.  Establish authority online through quality, not quantity. Factors to consider: – Quality of your website & other online promotions – Where you choose to advertise – Messages carefully crafted to engage your target audience4/12/2011 5 WebsiteBiz
  6. 6. 5. Association  Associate your product with something your prospective customer already knows about or uses.  With this approach, you are not asking people to modify their behavior. You are approaching them in a familiar way. FACTS*: 62% of consumers said they would rather be contextually targeted (subject of interest) than geographically targeted.18% said they were most apt to respond to behavioral targeting (based on past behavior on given site). *Synovate for Vendare4/12/2011 6 WebsiteBiz
  7. 7. 6. Feeling Part of Something Bigger  People like to belong, to be a part of something bigger.  Address this need by developing online content that’s inclusive. – Feature personalized call to actions. Use possessive pronouns to create a sense of ownership. – Use images of real people. This allows prospective customers to visualize themselves using your product or experiencing your services. - Create opportunities for people to participate, provide feedback and interact with other customers (testimonials, social media channels). - Communicate demand for your product/service. EXAMPLE: LivingSocial.com Shows how many others purchased the deal offered each day.4/12/2011 7 WebsiteBiz
  8. 8. 7. Demonstrate Satisfaction  People are more likely to make a purchase if they are guaranteed satisfaction, i.e. they know they can’t make a mistake.  Offer a money back guarantee.  You aren’t giving them anything that isn’t already entitled to them by law.  When you back your product, you’re also demonstrating authority.4/12/2011 8 WebsiteBiz
  9. 9. 8. Urgency  Most people will take their time making online purchases, often waiting for the best deal.  Provide incentive to close the sale. Communicate why a prospective customer should buy now and not later. – Limited time offers. – Promote current pricing and what they will save. – Advertize the number of items remaining in stock.  BONUS: More transparent = less unqualified traffic EXAMPLE: Giltgroupe.com Promotes length of time remaining for promotions, down the seconds.4/12/2011 9 WebsiteBiz
  10. 10. Review of the 8 Triggers: 1.Engagement 6.Feeling Part of 2.Greed Something Bigger 3.Timing 7.Demonstrate 4.Demonstrate Satisfaction Authority 8.Urgency 5.Association4/12/2011 10 WebsiteBiz