It's an unusual sounding word, isn't it? It's closely related to terms like the cumulative conscious trend, behavioral economics, and selling psychology. Here's what you need to know.
Neuromarketing is a field of science for marketing influence which uses medical technologies and cognitive biases to study the brain's responses to marketing motives. In web development and design, the purpose of neuromarketing is to boost conversion rates. Also, it should increase the percentage of viewers who take action by using particular cognitive preferences in the content and design of the website. Here is a list of some neuromarketing tactics that any website can design.
The Endowment Effect - Free Samples and Trial Periods
People tend to keep something they already have than to get something they don't own. In terms of behavioral economics, the endowment effect refers to the research that people are more prone to retain something they own than acquire that same thing when they don't own it.
The idea is to get the product or service into the possession of the consumers for free; in this way, they start feeling the ownership by having it. Also, subsequently, they start worrying about losing it. So when you give away free samples of your product or share some portion of your portal's full service for free, visitors inclined to grab it. That's where you sell your full product once they get impressed by using that sample. So it's essential to prepare an appealing free sample. You may add action buttons such as "Access our full service", "Don't lose control", "Connect with us", or "Enjoy premium service", to have them redirect on purchasing your product. You may have seen websites providing limited free services, e-commerce portals giving free cover with mobile phones or free sample chapters before submitting a buy order.
Create FOMO
We are afraid to miss an opportunity to buy some products at a cheaper price, which are available with a limited supply. Therefore, It's a simple Neuromarketing tactic to work with your web design. The primary intention is to make people realize what they are going to lose by not buying your limited stock products. It's called creating a scarcity of resources. Most people worry that they miss the chance of having something cheaper, available for only a limited time. In terms of trading, it’s very well known as Fear of Missing Out (FOMO)
Social Media Sharing Buttons
This tiny showcase is a familiar social proof that can be found on almost every website and blog. Social Media clickable icons often show the number of times that particular content is shared across different social networks. Sharing counters that display the number of comments has the likewise effect on your visitors. On the other side, it's better to hide when the numbers are not enough to impress your visitors.
Cypherox website displays their social media sharing buttons
Trust Seals: Awards, Certifications, and Memberships
You may put together your awards, certifications, and memberships in a single page or footer. This block definitely increases the public's trust in your work and enables you to build a better relationship with your potential clients.
Check this website that includes awards, memberships, and certifications.
Number of Satisfied Clients
This number shows how many clients you have served successfully throughout your journey. The more the number, the better your credibility.
Have a look at how Cypheox displays their no. of happy clients in a creative way
Halo Effect
In a simple term, the "halo effect" refers to the impact created on someone's mind by a recognized voice or face. If someone with an influential reputation admires your brand, then it's good to display it on your website. It makes your brand more credible and accessible. It's known as the "halo effect."
Endorsement
The endorsement is the action of recommending someone or something. They are being applied on almost every website these days. You may use it to influence your customers healthily without much marketing.
Check how elegantly above website displays their endorsements
Best-Seller Product
Whether you sell chocolates, mobile phones, or shoes; the competition is everywhere. If you check some big brand's website, you will find its best selling product showcase. You can create a "best-selling" category on your website, which simply shows that most people love that particular product than any other in the portfolio. You can add categories like "What's trending", "Most visited", "Best-selling", "Hot deals", and so on. It helps to boost sales, and also increase popularity.
Stats
Numbers reflect your quantity of work. It creates credibility among visitors. You can add a number on your employees, happy customers, projects completed, years of service, office locations, and such business-related entities. It would be nice to show them graphically rather than merely putting the text and number on the webpage. You may utilize the Homepage, footer, or Contact Us page to display these stats. The simple idea is to make the visitors stick to your content for a little longer, which might attract them to engage with you.
A section of Cypherox website showing their company’s quick facts
Press Mentions
Guest blogging continues to be an effective marketing and PR strategy. These days, almost every website publishes the same number of guest posts with their blog posts. Guest posts help increase website visitors. It even helps to share new ideas, polls, and opinions with potential customers. When some great company mentions you, it doesn't stay there forever for visitors to see, but it's an opportunity to show their logo to your website's "As seen in" section. After all, it boosts your public relations that ultimately converts into your visitors. Just like an endorsement, a quick note in the press could build credibility.
Take a look at how this website incredibly displays the section on their homepage.
Reviews
Stars and reviews are shared on various e-commerce web portals. It shows how much your product has gained popularity over time. Even search engines are utilizing the power of collective rating from visitors to let others learn about a particular product, place, service, food, hospitality, and many more elements. Stars and ratings also appear in Google search results if webpages are tagged with micro-formatting, which can provide a traffic boost since the product pages seem more striking in Google results when they ranked.
Premium Membership
When you deal with a range of products. Always make sure to add an expensive product in the portfolio. It's a general fact that when you present the same (but narrowly different specs) products with different price tags, customers tend to buy the cheapest one. Take an example of Netflix; how could they earn more on their $8.99 streaming service plan? Simple, they add even more expensive plans for their streaming service.
Consider the below example on how these two pricing pages put visitors in different mindsets.
Here $22 seems costly
Here $150 seems attractive!
A big price discount showcase on the homepage might put your visitors in a cost-sensitive mode. Make sure there's at least one high-priced product on your homepage along with smaller range products.
Testimonials
We are all likely to do what others do. It's called the "Conformity Bias." It's how our heads work these days. When people are given a free willing to do whatever they want to do, they will still follow others. That's what marketers know well and have applied this bias to the public for many years. Social evidence is a confirmation of legitimacy, which shows that others have chosen your product or service. This tactic refers to the most popular type of neuromarketing in web design because it's easy to apply. Testimonials are the expressions of your clients to provide proof of your quality.
When you say it, it's marketing.
When people say it, it's material evidence!
The best spot for displaying testimonials is on the related product or service page where they can support the statements you make on that page. They act as backing evidence as you make your claim where the audience is the judge.
Look at this website where they have video and text testimonials on every related page.
Pro Tip: Never make a testimonials webpage separately as visitors don't surf websites to browse testimonials. Moreover, they are less effective when put together. They create a strong impression when appearing throughout the site at its related place.
Loss Aversion Psychology Behind Pre-registration Tactic
In terms of psychology, loss aversion refers to people's tendency to prefer avoiding losses to earning equivalent gains. It implies that it is better not to lose $100 than to find $100. The policy is very pre-eminent in the field of economics.
Let people know that you are going to provide something for only registered users, which is available for only a short time. Thus, you can provide them with a registration form having a countdown to register. This pre-register tactic attracts your visitors to connect with you quickly if you offer something nice with the process. You may create a section named "With pre-registration you will get" to attract visitors with a list of pre-registration advantages. Let them know that some offer is available for a limited period. You may also let your visitors know if the supply is limited so that they rush to buy it before the stock is sold out. For that, you can utilize the opportunities of holidays, weekends, and special day's celebration. Make your website visitors feel they may lose an extraordinary opportunity.
Check above notification how this website informs their visitors about a limited offer
The Von Restorff Effect
The Von Restorff effect suggests that when multiple homogeneous objects are displayed, the object that varies from the other is more prone to be remembered. Neuromarketers use unique cameras to track eye movements on web pages. Here, the primary goal is to learn what visitors look at and what they don't, to prepare more engaging web designs for achieving a better conversion ratio.
As it's the human brain's unique characteristic to scan for the interruption in conventional designs, with perfect color combinations and contrast settings, you can redirect your website viewers to take action on a particular section. Whether it's a Call Us button, video's URL, special price for Christmas, office timings, or informative stats for your business; it works on almost every viewer.
Notice how you are distracted by “NO FEES” stamp right in the middle of a page
Over the years, marketers have witnessed a significant difference by such innovative brain-tricks. Keep these mind-games up and running for your business marketing. By developing such Neuromarketing designs and removing distracting elements, You can successfully guide and draw your visitors to surf your most anticipated sections on the website. For that, you just need to find great web designers and put your faith in them.
