10 Best Ways to Increase Sales Using Psychological Triggers
Almost everyone today knows that the magic word "promotion" can be a sham, but they still continue to buy three packs of wet wipes for the price of two or add vitamins to dry dog food to get free shipping. This happens because people are driven by the fear of lost profits. And it turns on with “special phrases” - the very psychological triggers that catch and make you pay for the goods in the basket faster. For online stores, this rule works the same way as for offline trading.
Ten practical solutions for those who want to increase sales
There is no magic in using psychological triggers - pure science backed by market research. Here are 10 basic techniques on the basis of which you can build a new marketing strategy:
- Free shipping . Usually online order price increases by 8-15% due to shipping costs. Invite the user to deliver for free, of course, on favorable terms for you. This may be a certain "minimum" order amount or some other secret. Do you want your offer to be taken advantage of immediately? Make it time limited. For example, free shipping can be offered to those who place an order in the coming week or to the first 100 customers. Yes, it's like "shopping on the couch" but it works.
- Limited quantity of goods. In this case, a strong fear of loss is activated. A person understands that the goods that everyone needs so much may not be enough for him, and he is in a hurry to make a purchase. For a potential buyer, a thing that may end soon acquires additional value. In an online store, you can “turn on” this trigger by simply indicating the number of remaining copies in stock next to the product or writing “few”. Naturally, these should be positions for which you planned to increase demand.
- Limited series. This approach to sales can often be found among clothing and footwear brands. For example, a well-known athlete is involved in the design of sneakers, and then the “result of creativity” is made into a limited collection. Each limited edition item automatically becomes a status item and makes its owner exceptional. People are willing to pay dearly for this feeling.
- Loyalty program. If a person liked the service and the product, he will come to you again. Your task as a seller is to make sure that repeat purchases are repeated. The most popular way is to subscribe for a discount or accrue bonuses for the amount spent in the system.
- social proof. People like to think that their choice will be approved by others. Therefore, they readily believe reviews and counters like “bought N times today.” In addition, this triggers a subconscious desire "to be like everyone else and even better." Mom may think: “Why does my child not have a new toy, if all the children have been playing with them for a long time”, and the guy - that he will become more attractive in new sneakers, because “everyone can’t be wrong.”
- Melting discounts. If you increase discounts all the time, then there is a risk of either going into the red or scaring off the client with an initially overpriced price. Everyone should think that the offer is really profitable, and the maximum savings are right now. But don't use discounts too often. This will cause orders to sag at the regular price.
- Abandoned cart activation. More than 60% of online purchases end up with an abandoned cart. Users can change their mind or forget. To remind them of a “postponed” product, use a proven technique - price reduction. Savings (even if they are not very significant) are still a strong motivator for a deal.
- Product of the day. By offering a certain product at a reduced cost for just one day, you activate several psychological triggers at once. First, it is the fear of not being able to do it. Second, the fear of missing out on great deals. Thirdly, there is a desire to make a purchase "in reserve", even if it was not previously planned.
- Goods receipt notifications. If a popular item is out of stock, prompt the customer to subscribe to notifications of availability. According to statistics, emails with such notifications are opened very often, and the conversion of purchases from the mailing list is 12-14% or more.
- Advance sale . Here you can act almost like Apple: present the new product in advance and announce the official start date for sales. You can be sure: soon there will be a queue of people who want to have a novelty before others.
All of these tricks work. But do not forget: every business has its own characteristics. Therefore, do not launch full-scale promotions without first testing.