You’ve got a customer to your online store—great! But will they hit the “Buy” button? It’s estimated that up to 80% of online shopping carts are abandoned before they reach the checkout. With a little psychology in your marketing, you can use some gentle “nudges” to help you close more sales. Here’s how!
1. Get your buyer to say “Yes!”
This is a tried and tested sales technique you can use on your website, landing pages, and in your product descriptions. The idea is to get your prospect in the mood to say “Yes” by asking the right questions. For example, imagine you’re a chiropractor:
Your heading: Tired of putting your life on hold for chronic back pain?
Reader thinks: “Yes!”
Or, you sell high-performance running shoes:
Your heading: Want to shave seconds off your next race?
Open your copy with a question that resonates with your ideal customer or use them sparingly in headings or throughout your website content. This shows customers you understand them, creates trust, and puts them in a positive mindset to convert.
2. Offer customers a free gift
We all love a freebie, right? Our buying decisions are driven by emotion—from fear and pride to love—but we need logic to back them up. Increasing the perceived value of your product or service (with a freebie) without increasing the cost can reassure customers that they’re getting value for money and give them another logical reason to help justify their purchase.
3. Give away useful content
Your free gift doesn’t have to be physical. It can be a useful resource to help your target audience reach their goals, like a free eBook or a video tutorial. Marketers call these “lead magnets” because they help you build a relationship with potential customers. By giving away some content for free, you can share your expertise and give customers a taste of your product or service so they feel confident buying from you.
4. Tell your story
Why do people buy Coca-Cola at Christmas? No, not just to water-down the punch. It’s because Coke has made their product a part of the Christmas story by using festive commercials to forge an emotional connection between their product and their customers. You can use storytelling in your marketing too! Use your about page and store pages to tell customers more about who you are, what you do, and the core values that drive your team.
5. Use testimonials
Customers love unbiased reviews because they come from real people and not marketers. They’re a great source of social proof to back-up your claims and show how your product works in the real world. Think about the most common questions customers ask before they buy from you. Can you find reviews or testimonials to answer these? Add them to your product descriptions or pricing page to dispel any uncertainty that’s holding people back from hitting “Buy Now.” Learn how to get customer testimonials here.
6. Add a time limit
We’ve all felt “buyers’ remorse.” But limited-time deals rely on a different psychological phenomenon called “anticipatory regret”—or what the kids call “FOMO” (Fear of Missing Out). It might sound sinister but it’s actually what drives us to redeem those gift vouchers before it’s too late and snap-up that designer sweater in the sale. By adding a time limit to your offer, you can build a sense of urgency and encourage buyers to think about how they’ll feel if they don’t claim the deal in time.
Have you used any psychological tips and triggers to boost sales on your small business website? Optimize your content with our tips today and let us know how you get on!