Are you noticing a drop in customer conversion? Maybe you aren’t acquiring quality leads. After all, someone looking for a car vacuum is hardly going to buy a set of highlighters, right?
While incorrect targeting is often a good reason, what if it’s not. What if you are targeting the right people and still not seeing enough conversions? It isn’t always about quality, but about the right marketing efforts. In a digital world with reducing attention spans, an overwhelming set of options, and the need for quick gratification, you need to truly appeal to customers to convert.
There are several things to keep in mind when it comes to increasing customer conversion, but the first and most important aspect is understanding who your customers are.
Send out surveys, research your current audience, and create a detailed customer persona to better understand your audience, the platforms they frequent, their preferences and wants, and much more.
Once you have this in place, you can focus your marketing efforts on reaching and engaging the right audience.
How can psychology help?
No matter how fabulous your product is, simply saying so isn’t enough. Psychology helps you better understand how the mind works to design marketing strategies that really connect with people.
Here are a few things to keep in mind.
Tip 1: Be everywhere, always
The Familiarity Principle suggests that people are more attracted to things that look familiar to them. For this to work, you need to be patient, and really invest in promoting yourself across the right channels. Have you ever noticed that when you see advertisements for certain products repeatedly – especially when it’s relevant – you become a lot more curious to try it?
It’s the same principle here! By effectively marketing yourself across the right channels for the right audience, you will be everywhere. Create retargeting campaigns and ensure that your name isn’t just a one-time pop-up, but one that they keep seeing repeatedly. This will create a sense of curiosity and allow you to stand out amid your competition!
Tip 2: Anchor yourself correctly
The first thing that grabs the attention of your audience will usually set the tone for what they associate with you. There’s a reason why the saying goes, “first impressions last”.
Anchoring your marketing campaigns and communication around the element that best resonates with your audience will ensure that this becomes the factor that they associate with you, leading to higher conversion rates.
Tip 3: Keep the testimonials coming
Assurances often come externally. Instead of just hearing what you are saying, prospects want to hear from your customers about their actual experiences with your brand.
After all, customers are who they relate to, and as a result, that’s who they can trust. Testimonials help prospective customers see how happy your current customers are, and better understand the benefits of your products. In a world that lives online, it’s common for customers to research reviews beforehand. This just makes the process a little easier.
Tip 4: Be your own cheerleader
Yes, testimonials are important, but it’s also important to show off your confidence in your product or services. It’s often the sign of a good product!
Flaunt those guarantees, declare yourself the best in your niche, and be bold. The more confident you sound, the more your audience will begin considering this – especially if you connect this with the Familiarity Principle and ensure that they see it everywhere.
The next time your prospective customers are debating whether to make a purchase, they will think of you. After all, you are the best, aren’t you?
Just remember to back up what you’re saying. While stating you are the best might increase customer acquisition, delivering quality is what fuels customer loyalty (and reduces the bad press of customers who have been let down).
Tip 5: Focus on CTBs
We’ve all heard of CTAs, but what are CTBs? CTB = Call to Benefits. Instead of asking customers to “Book Call Now”, consider focusing on the benefits of what you are offering instead.
Calls like “Avail the Sale!” and “Get the Newsletter!” shift the focus from taking action to the benefit your customers will receive, making it a no-brainer to click continue.
Tip 6: Leverage the decoy effect
Have you heard about having a decoy product? It’s something that many retailers take incorporate to increase product sales.
The Decoy Effect is when you have two or three products, but one is a far worse deal than the rest. Just imagine you’re at a coffee shop and they offer you coffee in three sizes: Small for $2, Medium for $5, and Large for $6. With just a dollar difference between the Medium and the Large, it’s a pretty easy decision – the large coffee is just more value for money, isn’t it?
Tip 7: Make the ending memorable
The Primacy and Recency Effect states that people often remember the first and last thing of any event. It could be about an interaction you had, an advertisement you saw, or a even a customer service call. That’s why, while first impressions matter, the last impressions do, too.
Make sure you conclude by reiterating your product proposition or USP and ensure that prospective customers remember what matters the most.
Ready to increase conversion?
The best way to ensure you reach and connect with the right audience is to speak the language of the mind. That’s why neuromarketing, or psychology-driven marketing, is one of the best ways to get started.
But before you plan a great design strategy, begin by understanding your audience. From early research to ongoing feedback collection and metric monitoring, Sogolytics can help!
Sign up for our free trial today or request a demo to get started!
