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Your sales website receives a lot of visits daily, and each buyer spends a fair amount of time looking at the items. They stay on your website but refuse to make a purchase? This is not the only issue you have; many store owners are also struggling with the question of “Why customers don’t close the order.”
The “Double Sales Revenue” series of articles will help you make simple website modifications that will have a huge impact on conversion rates. The articles in this series will help you optimise all aspect of your sales website, including the content, visual appeal, and customer interaction.
INTRODUCTION TO psychiatry
Hello, internet businesses. We must all accept the standard explanations (and never the true reason): because it’s attractive, because it’s affordable, because I enjoy it…Have you ever responded to a survey while internally saying, “Who remembers why I bought this, it just caught my eye, that’s all”?
We strive to do everything—talk to clients, compose the most original content, and design everything simply—but we always end up in a 2 kilogramme space filled with neurons that we cannot see. The psychology of customers must thus be discussed in this series of advice.
Let’s take a little stroll around a topic that has been researched for many centuries. Even though this essay alone definitely won’t make you an expert, it will help you understand the basics of how customers make decisions. As usual, we begin with a simple illustration:
Which case will aid hotel chain Van der Valk in a 12% rise in demand for room reservations? We’re all of the opinion that it’s not a good idea to leap out of a Pop-up, including all of our customers. The contrary, however, is the case. The booking rate improved by 12% using pop-ups.
Please don’t assume that this article is false or that everything you previously knew about the irritation of pop-ups is incorrect. When you have finished reading this post, everything will be explained.
The brain is a “problem” in humans.
Saying that would not be an exaggeration. There hasn’t been a foolproof formula for persuading people to unlock their wallets since we began studying “Customer Psychology” 50 years ago. Customers’ decisions are influenced by two streams of awareness, that much is certain.
Flow of thought 1: First appeared 600 million years ago. It employs instinct, feelings, routines, and experience. When we are presented with information over which we have no control, it is an immediate response mechanism. There is constantly this stream of awareness. “Subconscious” is what we like to call it.
Stream of consciousness 2: Since we underwent an evolutionary change to become who we are now, it very recently emerged around 70,000 years ago. This awareness is filled with rationality and only attempts to make decisions after carefully assessing all available facts. It goes by the name “Reason” here.
The subconscious and the conscious both have a role in the decision-making process for the customer. The key that business owners need to know is which type of consciousness is most impacted by clients and how to influence that type of awareness.
Reason: Logical yet weak and inefficient.
There are various ways to describe our logical friend, but for now, let’s focus on three key traits.
1. Slack and feeble.
First off, most of us feel confident in our ability to remain attentive and focused under all conditions. Thought to be, but not actually. Read out loud the words in the table to identify this feature using a straightforward example.
You will notice right away that the subconscious mind always responds more quickly. It will take some time for reason to provide a response.
2. I enjoy blaming others
It is healthy for the mind to let the subconscious mind make decisions due to its lethargy. But then reason makes a very reasonable attempt to justify this unconscious choice.
The girls’ ridiculous falsehoods are: “I bought this shirt because it’s on sale,” which is no coincidence. You will see that the logical guy is attempting to defend the answers provided by the client if you glance up at the first question in this article.
3. Unable to manage several issues.
Driving is not permitted while taking a maths test. Simply deliver a presentation to the boss while looking for deals online. Reason is unable to manage several “unfamiliar” situations at once. The consciousness will have to cede other concerns to the subconscious while doing this so that it may “reflex according to nature.”
Consciousness: Constant and able to “multitask”
Have you ever danced while preparing a meal? Evidently, the subconscious mind performs a variety of tasks simultaneously. These qualities describe this stream of consciousness:
Always behave in accordance with reason, make judgements based on experience or instinct, and use intuition when necessary.
What current of thought affects your clients’ thinking?
According to study, both streams of consciousness always have an impact on a customer’s choice, although their contributions vary depending on the time of day. In the morning, most clients will make selections based on more consideration, and as the day winds down, they will progressively follow their emotions.
Therefore, you may rely on order data by time of day to better understand your clients if you temporarily disregard a few minor elements. You may assume that your clients will be more impacted by their emotions if you observe a buy rate number like the one below.
Create the website in accordance with the trends that have an impact on users’ emotions based on the survey findings. Or, if it makes sense, you may concentrate on logical, reasonable features (discounts, price comparisons, etc.) during business hours while bringing emotions to your website when visitors visit at the appropriate time. 10 in the evening. It will work really well for you.
What steps must you take to sway each form of consciousness?
First, let’s talk about the subconscious. The emotions derived from the senses have a significant impact on them. A sweet sight, a nice aroma, and a peaceful scene. Try focusing on the picture there.
You’ve probably seen this technique used in several locations; simply remove the “NEXT” and buy buttons and replace them with a large, attractive heart. Why not use this to your website for Christmas gifts?
What about store proprietors whose goods require a lot of justification?
Never, ever attempt to coerce the mind into making choices. Keep in mind that one of reason’s traits is its propensity for rationalisation. The finest thing you can do is provide justification for your rationale. Give clients a sizable discount when they buy for holiday gifts, and provide a spreadsheet so they can compare your costs to those of other retailers. Give someone a cause to purchase.
Now consider the initial illustration. The poll respondents are likewise using reason to “justify the answer” because reason does not like popups, but their subconscious experiences are very different. It automatically assumes that the page is “better” after seeing the photo, giving the false impression that one page is superior to the other.
In order to ensure that a popup is excellent enough (beautiful, empathetic) to be “subconscious” before “reason” occurs, make sure it does so if it appears.
Synopsis
- Use your own statistics to determine which set of consciousnesses your consumers are impacted by.
- Give reason a cause to make a choice by concentrating on only one subject.
- You should begin to intentionally educate yourself about the thousands of techniques available for influencing the emotions of your clients. and learn the next section.