One of the most useful tools of the digital age, for existing businesses and start-ups that do not have the ability or desire to create a physical headquarters of the business, are the websites of the category called e-Commerce.
Literally, the term means exactly what it stands for, namely commercial activities at the online level and includes almost exactly the same actions that we would see in face-to-face counterparts with one very important difference: the mediation of the internet.
This mediation has many positive aspects, such as the reduction of distances, the facilitation of international transactions and long-distance shopping, the availability of a much greater variety of products for each situation and the more convenient comparison and selection of products based on price, convenience or even origin now.
Due to the state of confinement created in many countries of the world by the Covid-19 pandemic in the previous years, e-commerce platforms grew significantly and people, as was logical at the time, became much more oriented towards online shopping.
This boom in the e-commerce industry greatly increased the popularity of e-commerce tools and accompanying digital marketing, but at the same time it also increased the levels of competition, making more creative and targeted actions necessary to attract potential customers.
Some of these are based almost entirely on psychological incentives that have been observed to succeed to a very large extent in boosting sales and mobility on such platforms.
What are psychological incentives and why do we need them in promoting an e-Commerce website?
When we refer to psychological incentives in digital marketing, we are essentially talking about stimuli, which cause a psychological reaction in the potential customer favorable for his conversion or positive attitude towards buying our products through our e-shop.
Obviously, anyone can use these stimuli with a different objective on a case-by-case basis, either by taking advantage of a certain circumstance, or with the aim of promoting only one product, or the entire presence of their online store, and in many other ways.
This is true precisely because it is not a recipe that is used as such with the same results for every platform or for every type of product, nor do the strategies we will analyse always apply to every type of product and audience, but each method has its own advantages and usually these can be exploited by a multitude of businesses.Let's look at some key methods you can keep in mind:
Try to make the customer feel important
The goal of an e-Commerce platform is above all more sales. Sometimes, with the focus solely on the numbers, points in the consumer's buying journey are overlooked that we would be much more attentive to in person.
Let's not forget that the internet can also become a very impersonal place if you don't take care to transfer your excellent customer service to your online platform. This starts from building a customized platform from the beginning and goes as far as the language we use or the options we give the customer during their browsing in our e-shop.
Examples of such customer treatment?
An up-to-date and detailed FAQ page that will help him get information that you see that is in demand frequently and will help him make the purchase decision.
Similarly, a favourable condition that will accompany his/her choice to prefer you, such as a gift service with his/her first subscription or purchase, such as, for example, a coverage of transport costs for the customer's first purchase.
Every business finds the best solution for such cases depending on the sizes and capabilities it can support, but if anything is worth saying among all the above, it is that measures like the aforementioned are not always costly.
Instead, there are many organic (i.e. not paid) actions that anyone can choose to add some extra value to their customer experience if they want to stand out from the competition.
Create curiosity about what you offer
George Loewenstein, professor of economics and psychology at Carnegie Mellon University, formulates the so-called "Information Gap Theory", which states that when there is a gap between what we know and what we want to know, we will take action in some way to close that gap.
It is scientifically proven that the awakening of our curiosity not only pushes us to take action, but also activates the parts of our brain that are centres of the senses of pleasure and satisfaction.
The more targeted and successful you follow the method of creating questions or expectations, for which your products or services are the answer, the greater the chances of attracting your audience and pushing them into a purchase.
Present yourself as the simplest, quickest and easiest solution
It is no secret that humans in general have an innate tendency to prefer those things or options that seem to provide the desired result with the least amount of effort or fatigue.
In his best-selling book "Thinking Fast and Slow", Nobel Prize-winning psychologist Daniel Kahneman explains that the general rule of "least effort" applies not only to physical effort, but also to mental effort.
Even though there are many and perhaps better ways to achieve the desired result, one will tend to choose the easiest route, the one that is considered the least demanding. Quoting his words directly: In the economy of action, effort is a cost, and the acquisition of skill is driven by the balance of benefits and costs.
Laziness is built deep into our nature. Therefore, it is important to have an e-shop built for easy, fast shopping. It is especially important to promote your product by showing how it will make the user's life easier, more comfortable and relaxing. It is, in short, critical to show as best you can the reasons why it is worth choosing you, not only by stating your strengths, but by combining your advantages with the needs they will meet once someone chooses to buy what you offer.
Create FOMO
FOMO, an acronym that refers to fear of missing out, is not at all unimportant for your sales. It is used frequently and has been very successful, precisely because it refers to a person's fear of missing out on an opportunity they will never have again.
Either in the form of limited discounts that last for specific days (e.g. Black Friday) or even hours (e.g. after dark sales), or by promoting the rarity or limited number of your products, you can awaken the user's desire to act now, while there is still time, before the product sells out or the price they are looking at at that moment goes up.
If your brand can afford to run such campaigns and promotions, you will find that the returns on such occasions are usually multiplied and result in greater profits.
In short...
E-Commerce is undoubtedly at the core of commercial activities now and is a path to expanding your own activities, if you have not already chosen to do so.
But there is a multitude of entrepreneurs like you out there seeking the attention of your own audience.
The solution is one: to stand out, to show that you are unique and that you have something special to offer and, of course, to be able to manage the circumstances in your favour, knowing the psychology and mindset of your customers.
An organised and sustained effort of this kind takes time, knowledge and people. If you want the support of people specialized in the e-marketplace industry, make an appointment with us now. We look forward to talking about your e-commerce needs and working with you to create a plan that will take you to new levels of impact and sales.
