What is consumer psychology?
Consumer psychology is the study of why and how shoppers purchase some products and don’t purchase others.
Consumer psychologists have been able to run millions of studies to determine why consumers prefer one brand or product over another which helps businesses influence their customers to purchase certain products or services.
Examples of consumer psychology being used in stores
There has been a lot of research done in stores to see what influences customers to purchase the products they put into their shopping carts. Below are a few examples you probably haven’t heard before but will keep in mind the next time you go shopping.
People have a tendency to purchase a product that is at eye level. It’s convenient and it’s the first thing we see when we stop to grab something off the shelf.
Grocery stores in particular use this to their advantage. The next time you’re in the grocery store, look at the product that is at eye level. Is it the cheapest option for the product you’re interested in purchasing? Chances are, it’s not. Grocery stores tend to put the most expensive brand or product at eye level because they want you to spend as much money as possible.
Have you ever noticed that commercials on TV don’t sell you a product or service? Right now you may be thinking, “You’re crazy! All commercials sell a product or a service. Should I even be listening to you right now?“
The next time you watch a commercial, really listen to what they’re saying. Yes, commercials are aimed to sell more of a product or a service but how are they actually doing that?
Commercials connect with your emotions and sell solutions to problems.
Companies know that one of the best ways to sell a product or service is by connecting with your emotions. A majority of commercials present to you a problem you have (or may not have but think you have after watching the commercial) and then provide you a solution to that problem through their product or service.
Take pharmaceutical commercials for example, they don’t just talk about the disease or ailment that someone has and then say, “this medicine can help.” They show in videos and describe in words the issues related to the disease in detail so they can connect with your emotions. They talk about how the issue affects your personal relationships, your job, your exercise routine, the way you see yourself, the way other people see you… and then they describe what life would be like without those issues in the same amount of detail.
Another example are the ASPCA commercials… personally, I have to change the channel every time one of those comes on (and that’s why I didn’t link it here) but that means the commercials are doing their job. Those commercials evoke sadness and make you believe the only way to eliminate the sadness is by donating to the ASPCA or rescuing an animal from a shelter.
Customers purchase from companies that they trust! Trust can be built in a variety of ways but one way is through emotions (yes, emotions again!).
Take this Always advertisement for example. In this commercial the producer is asking girls of all ages what it means to do something “like a girl.” What does running “like a girl” look like? What does throwing “like a girl” look like? And, what does fighting “like a girl” look like?
Always isn’t selling you a product in this ad but instead they are evoking emotions and connecting with you on a deeper level. They’re making you see their beliefs and values and hoping that you share those same beliefs and values. When a customer shares the same values as a company, they’re more likely to purchase from that company.
How can you use consumer psychology on your website?
Now you’re probably wondering how you can use consumer psychology on your website to generate more sales. Let me give you some tips!
Think about when you first land on a website. What page are you on, what do you see, and what do you do next? Chances are, you’re on a homepage or you clicked a link directly to a sales page. What you see may vary but if it’s a good website, this is what you’ll see:
Homepage: an eye catching banner that features the main product or service the company is trying to sell and a button to go to its sales page.
Sales page: an eye catching banner that evokes emotion right away and makes the visitor continue scrolling down the page.
If you’re trying to sell a product or service through your website (which you should be doing regardless of your business), you need to place it in front of your visitors’ eyes in a way that makes them want to continue learning about it.
Stop assuming that people will find their way to your sales page. Guide them to your sales page in the same way that grocery stores guide people to purchase the most expensive products.
Connect with Your Visitor’s Emotions
Don’t just sell your product and service by explaining the features included.
Describe the problems your customers are having in detail and then describe how your product or service can eliminate those problems. But don’t just describe how your services eliminate the problem, describe what their life would be like without those problems as well.
Connect with their emotions first and then sell them on your product or service as being the solution to their problems.
You won’t convert your website visitors if they don’t trust you.
Trust doesn’t have to take years or months or even weeks to build. You can build trust directly through your website in the amount of time it takes to read through your sales page if you have the correct copy on it.
You need to explain to your site visitors why they should trust you. What credentials do you have? What results have your products or services got your past clients? Do you understand their issues? Do you know what type of solution they’re looking for?
This is all information that your visitors may not know they’re looking for but that will convert them into paying customers once they’ve read it.
Interested in learning more about using consumer psychology on your website?
If this is the first time you’ve ever heard about consumer psychology or even if you’ve heard of it before but you’re still unsure how you can implement it on your website, we need to chat.
Your website should be designed and your copy should be written utilizing the latest consumer psychology findings. Schedule a call with me here to chat more about how your website can be optimized to attract and convert leads into paying clients.
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