Increasing Online Store Conversion: Emotional Motivation
It is well known that people make purchases not only purposefully, carefully considering and weighing all options, but also spontaneously, succumbing to emotions and mood at a certain point. For online stores, this rule is also true, so it is very important to be able to determine what drives online buyers to make a purchase decision in order to increase online store conversion. This will help encourage users to make a purchase on your site.
The motivation of impulsive buyers in online stores is very different, in many respects it depends on the individual characteristics of the buyers themselves, and on the features offered in the catalogs of online stores goods. But there are still some characteristic motives that are overwhelmingly valid. Let’s take a brief look at each of these reasons.
The desire for comfort
The need for comfort is one of the basic for a person, so it is not surprising that very often the desire for comfort plays a crucial role in the selection of goods in online stores. To “play” on this motive and increase your online store conversion, you need to convince potential buyers that the product will help them to live more comfortably.
Striving for savings
Despite the fact that there is a category of people who do not recognize the savings at all, the majority of potential Internet buyers are eager to buy different products at the lowest prices. Therefore, an online store that wants to use exactly this motive for its potential customers should try to focus their attention on the availability of the product. For this purpose discounts, special offers, loyalty programs for regular customers are used.
In this case it is quite convincing that a limited offer can also work: it is necessary to show to the buyer that if he does not buy the goods right now, then it will be late – he will become more expensive, end up in stock, etc.
The desire to be like everything
Nobody wants to be a “white crow”, so the desire of potential buyers to be everything can be very useful for boosting online store conversions. For example, if a product has already been purchased and approved by other people, then it will push a potential buyer to the right decision, it remains only to somehow demonstrate the popularity of the product. You can do this by indicating that the product is a sales hit, showing customer ratings and reviews.
Striving for prestige and self-affirmation
This motivation works in the case of purchases of various “status” goods. In order for an online store to increase its conversion, you need to show potential buyers with similar motivation that owning a particular product is prestigious. This can be done by demonstrating the exclusivity of the product, showing that it is highly regarded by experts or simply reputable to potential buyers of personality (such as movie stars and pop stars).
The pursuit of the ideal
Today there are many people who want to reach the ideal in everything. Such people are called perfectionists. You can provoke a perfectionist to buy, if you let him know that the purchase of goods will help him to achieve the ideal in one area or another. With regard to the online store, such motivation can be used differently. For example, in some cases, it may be sufficient to indicate in the product description that it is chosen by “real housewives / businessmen / students”,
The described motives for spontaneous shopping in online stores do not exhaust all possible options, but even they are sufficient to understand how important it is from the outset to design an online store so that it can meet the needs of buyers with different motivation and effectively sell goods, earning a planned profit . So in the matter of creating an online store without a professional web design studio can not do!