Most business transactions are done so through an emotional response. The offer touches a deep-down desire for the benefits whether it’s saving money, time, or resources. We buy products for convenience, entertainment, and utility.
The faster you’re able to drive the individual through the funnel the easier you’ll make the sale. The person is so wrapped up with the idea of owning the product or using the service that they forgo logic – they allow their emotions to take control and buy on a whim.
This isn’t always the case but it stands true for most purchases.
What does this mean for you, the business owner?
· Create a refined message in what’s offered
· Make the site, pages, and checkout process as fast as possible
· Remove the second guessing and tech barriers
The message matters especially when it comes to branding. People purchase items hoping their choice has validation with their peers and that it provides an on-going value. It’s why Apple, for example, can sell a phone at $700 when the comparable parts found in other models are sub-$200.
People want to know they have made a smart decision.
This is done by pushing the bullet points. It creates disparity in the lifestyle and provides a solution to the problems. People become obsessed with completing the transaction to fulfill a gap. Refine this using targeted messages touching on the questions and problems the product/service can provide.
The speed also plays an important role in transactions. In a lot of ways, it’s like blindsiding the individual into making the purchase. They’re in an emotional mindset as they read the targeted message. Clicking the ‘checkout’ button is a relief – a sign they will receive a solution to the problem.
This is done by implementing SEO and UX practices to deliver a targeted message and streamlined experience from the moment they land on the site to when they receive a confirmation email. Elements like adding a Magento search extension for speedy search results on the platform can work wonders in elevating the number of transactions occurring. Additionally, high rankings that deliver up-front information in results and extended info in the content, or an explainer video, can hook, line, and sinker the individual in no time.
The second guessing is what gets you. The buyer’s remorse.
No one wants to complete their purchase and feel they’ve been duped. They don’t want to feel as if they’ve made a terrible decision. It’s not 100% but there are ways to reduce this feeling even if you’ve delivered the offer to the wrong individual.
· Reinforce the benefits in the confirmation email
· Provide detailed instructions and tutorials to best use the product/service
· Conduct follow-ups through customer retention efforts
The point is to create a stress-fee experience. One which feels good once the order has been placed. A feeling of well-being once it arrives at the doorstep and becomes part of the lifestyle experience.
Is this making sense?
All you need to do is to reflect on what happens when you’re fascinated with a product. You examine what made you decide to purchase the item or service. This could be retrospective or through competitor research (give them a call and feel it out).
There are hundreds (if not thousands) of new e-commerce sites popping up online each day. A good amount of the products/services can be replicated by the competition. To stand out there needs to be a feeling of inclusion with the brand. A sense that the choice was well done.
Speed, branding, refined messages, and removing the second guessing is how to cut through the troubling aspect of logic-based decisions and into the emotional, quick responses. This is where sales are cultivated – it’s how you’ll stand out from all the rest.