Find out how Neuromarketing can be applied to user experience on the web.
Neuromarketing can help significantly improve the users’ experience on the web. As human beings and online users, we all have different backgrounds and tastes, that’s why it’s essential to know our target and customize the web experience accordingly.
Human emotions play a fundamental role when it comes to whether or not to buy a product or service online, and various mental triggers come into play.
Knowing how to apply mental triggers to web visitors can be an important competitive advantage when it comes to converting users into customers.
In this article, we’ll look at how Neuromarketing can be applied to the digital experience.
The four web phases:
- Explore: Understand your Audience.
It’s vital to get to know your Target. Genre, Age, Tastes and more…
Based on this information, start creating a Bio Persona, the representation of a type of user to understand possible feelings, goals and struggles in daily life.
Hence, it is crucial to design a Customer Journey Map. From where is this user coming?
Maybe we reached him through a Social Story or an Ad, and after some time, he navigated to our site.
We must know it!
During this Explore Phase, we can use tools like Google Analytics, Answer the Public, Google Trends, Google Search Console or Data Studio to better understand our audience and design their journey on the web.
- Discover. Once we have enough data, we can go deeper.
For example, we will try to understand why some users don’t convert. What made them leave our site so quickly?
In this phase, we should pay attention to the comparison between the target audience we would like to reach and the users who leave the site dissatisfied. Maybe then we realize that we are not referring to the right audience or that our website is not offering the right experience.
For instance, we should drive the customer to a detailed designed landing page instead of a product page on our e-commerce to increase conversion rate.
An average landing page conversion rate across all industries is 9.7%
Source: WordStream
In that sense, tools like Google Optimize or Hotjar can help us understand what works and what doesn’t on our website.
- Action. Having a clear call to action is one of the most important factors for a web page.
Try not to confuse the users by asking for multiple choices.
Be straightforward!
In this phase, you can use different triggers to push the client’s action.
For example, you can test techniques like Social Proof, Countdown Offers, and Limited Time Promotions.
These persuasive tools have a strong power to push users’ actions and can drastically increase the conversion rate.
- Optimize. Once you’ve tested and collected enough data, it’s time to optimize the digital process. Changing elements like the colour of a CTA button, the headline of your copy or the image of the product on the landing page can produce different outputs. So, after analyzing the data from tools like Hotjar and the various A/B tests conducted, proceed with the optimization of the several elements of the page.
Moreover, we can state, the digital experience depends on different elements that influence it: the need, the motivation, the interface or the means of interaction.
Within this area, act the UX (User Experience Design) the process of defining the user experience on the web and the UI (User Interface Experience) the process developed by designers to build interfaces in software or devices.
The online user experience is not defined exclusively by the quality of the product he buys and the usability of the site he navigates, but rather it is also affected by a sum of factors such as his background, his mental perception, the context and the solution that we are offering them.
To achieve the so-called “Wow” Experience for the customer, the seller will have to guarantee excellent online support, offer inclusion and a sense of community on social channels, and show interest in the customer by building loyalty (through special discounts or greeting emails). Such practices will take the consumer from a simple buyer to a loyal consumer and brand ambassador.
- Attraction. Stage in which the user searches for a possible solution to a problem (Google Search).
- Exploration. When the user understands where to find what he needs (navigate the website).
- Purchase. The client decides to buy. The process needs to be easy and fast (website check-out).
- Logistics. Time of delivery or collection of the product.
- Customer Care. During the phase of purchase, delivery and post-purchase.
- Use. Experience of the product/service purchased by the consumer.
- Loyalty. A post-purchase phase that aims to include the customer in the brand community.
- Retention. The process where you want to turn a 1st-time buyer into a frequent customer and brand ambassador.
Conclusion:
The online purchasing process is influenced by multiple factors, some personal to the user, others dependent on mental triggers brought into play while browsing. Being aware of our audience and the journey that leads them to purchase our product is crucial.
We need to consider that the consumer often wants to feel part of a group with similar ideals, he is not always simply looking for a consumer product but rather for inclusion in a sociocultural sphere for which he feels understood and recognized.
