How Brands Can Use Neuromarketing To Increase Online Conversions — Part 1 | Review
We would love to believe that we are logical beings. But, it’s been scientifically proven that we spend over 80% of our time thinking with our System 1. An automatic, fast, and unconscious system that requires low effort to function. This means that much of our decisions are unknowingly at the mercy of our cognitive biases. So this week’s entry is going to be the first of a two-part review. It’s a recap of the Cognitive Biases course taught by author and neuromarketer, Roger Dooley at CXL. I’ll cover a few of the cognitive biases that affect the decision-making process. These will be especially useful for small businesses engaged in digital marketing activities.
The IKEA effect
When we participate in assembling something, it becomes more valuable to us.
I always thought that Swedish giant IKEA dominated the market with its low prices. Until I learned about the Unity principle by Dr. Robert Cialdini. When people contribute towards a shared cause, their desires towards it increases. Likewise, when people invest time in building something of importance, the sentimental value of that item raises. Ultimately raising the value of the entire object.
This can also be seen in children with the Build-A-Bear workshops. The opportunity to create your own, personalized cuddle toy, sparks strong bond-building emotions. Similarly, if businesses wish to create similar emotions between their customers and brands, they can let customers:
- Build their product
- Customize their product
- Add final touches to their product
Fluency Bias
The easier something is to understand, the easier it is to process.
Our brains are always looking for the easiest ways to complete a task. But when the work becomes harder, increasing the cognitive load, the brain also looks for an easy way out. Sometimes we may think that more words provide more comfort or insight to our prospect. In reality, extra words cause us to lose the clarity of our message. We end up distracting our own prospects from the main focus. The more complicated the words, the less believable or effective the story. The best way to get your message across to your prospect is to simplify everything. Use fewer words, get to the point faster, and remember to KISS — Keep It Simple Stupid.
Businesses can increase their online conversion rates by keeping the cognitive load low. On your websites choose:
- Easy language
- Easy or familiar user interfaces and processes
- Simple and easily readable fonts
Essentially, anything you can do to make everything as simple as possible will result in higher conversion rates.
Authority
Opinions from authorities are trusted more. Even when they’re not even relevant.
This point is a particular pet peeve of mine. An authority does not necessarily have to be a celebrity or known professional. These days authorities can range from Google sources and social media influencers. As long as the subject is in a position of adoration due to career, social status, financial status, or anything enviable, they have the power to influence.
In my early years of selling insurance, I’d sometimes face the objection where the prospect wanted to consult with a trusted source. This was fine. Except, that source usually held no authoritative position where purchasing insurance was concerned. Often, the authority either didn’t have insurance or they purchased a policy years ago. Their opinion was certainly not in the best interest of the prospect. But due to their position, they had the prospect’s respect and trust.
Brands can use the Authority Bias by working with celebrities, distinguishable professionals, and influencers. If the desired authority is unavailable, there are many other options to influence the audience. But brands should remember to use this bias ethically. With the reach and power of social media today, an influencer’s message can spread quite far.
Bizarreness
What stands out is what gets remembered
Think about the last thing that left a strong impact on your memory. The last movie, event, or even the last memorable ad you saw. Was it the usual storyline? Was it predictable? Chances are that it was different from what you normally see. It broke through the noise with its contrast so it not only grabbed your attention, it held on to it.
When we consume media that is typical, it becomes so common that it’s expected. It’s familiar. We can process this information using System 1 — our automatic brain. But when there’s nothing special to create those key differentiators for us, we don’t put our System 2 — our manual brain — to work. Our brains don’t start to pay attention and focus. So everything gets lost in an unconscious blur.
According to Sally Hogshead, author of How To Fascinate:
“Different is better than better. Different doesn’t try to turn you into something else. Different allows you to highlight the singular traits you already have within you. You aren’t necessarily better than your competition. But You are already different.”
So if you want your brand to reside in the memory of your target customer, be different.
Narrative Fallacy
Our brains create stories to connect events/ facts that may or may not be related.
Stories are the key to our brains’ evolution. FMRI machines have shown some amazing results during studies. When persons were being read a story, the motor areas in their brain lit up upon hearing action words. So even though immobilized, their brains acted as though they were part of the story. This showed that the brain was acting out the words as processed.
Furthermore, by using FMRI machines on two test subjects, a unique relationship was discovered. Where one subject was telling the other a story. after a few seconds, both brains started flickering in a similar way. This was a clear indication that both brains synchronized due to the story told.
This is a great opportunity for businesses. Testimonials from clients can bring credibility to their products and operations. Longer form reviews from customers act as stories from one person to the other. Thus allowing the opportunity for two independent parties to connect over useful information.
Word-of-mouth is often the strongest form of marketing. These testimonials can create maximum impact and memorability.
Mere Exposure Effect
This is exactly as the name suggests — Mere exposure to something increases its appeal. The more familiar you become with an item, the more goodness you feel towards it.
Brands tap into this bias with awareness and visibility campaigns. Sponsorships, placement, traditional and social media advertising are often not able to create trackable ROI. But by being in the same area as the target audience, they are able to create the necessary exposure for familiarity.
Although sales may not come immediately, these lead tactics expose the prospect. The more times the brand is seen, the easier the process becomes to close the prospect for a sale.
Are you using any of these biases in your business to improve your conversions? In the second part of this review, I’ll be adding a few more to this list that you can consider implementing.
This series is part of a 12-week review of the mini-degree program in Digital Psychology and Persuasion by CXL. As a scholarship awardee, I’ll be sharing a brief review of some of the topics covered which have had the most impact on me each week.
