In this webinar, Kath Pay, the Marketing Director at cloud.IQ, shares tips for what marketers can do to adapt to an increasingly savvy consumer base. Kath has been in the digital marketing space for 16 years.
Here’s what someone who lives and breathes marketing has to say about how to improve your customers’ checkout experience:
The Fogg Behavior Model, created by Dr. BJ Fogg, shows that we as consumers need to have three factors in place in order for us to make the conversion: motivation, ability and trigger.
Key #1: Motivation
Build up their motivation
Building up customers’ motivation is really key, because what we want to do here is to ensure that we’re making the most of this opportunity. This motivation means that we have to engage them and reducing all the barriers of conversion. The more we can engage, the more we can be compelling and sell to them.
Make it easy to do so
This is the reduction to the barriers of conversion. This is making the journey on your e-commerce site as easy as possible and frictionless.
Ask for it at the right time
This is asking for the conversion at the right time: using the right copy, using the right call to action, etc.
4 Different Personality Patterns
In her research, Kath has found that these four personality traits are fundamental to we as humans. As marketers, we have to understand and work with these as well. Similar to this model, there are a number of brands or companies like Myers-Briggs that goes into your company and tells you what personality traits there are.
Leverage Human Traits
Back in 2007, Jakob Nielsen decided to understand whether we all use the web in the same way. Do we all go to accomplish a certain task in a certain pattern? No—in fact, Nielsen found there were four types of web users. Nielsen gave everyone the same task and tracked them. Those four different web users mapped back to the four different web personalities above:
These people are fast-paced decision-makers and logically oriented. They want things very quickly and are the most difficult to sell to out of the four personality traits. This doesn’t mean that you should give up on them. It just means that you need to put things into place to appeal to them.
Once again, the ‘Methodical’ are those who have slow-paced decision-making and are logically oriented.
The ‘Spontaneous’ are those who make fast-paced decisions and are emotionally oriented. They are easy to sell to and are ones that buys impulsively. If you say ‘exclusive offer just for you’, they’re there.
The ‘Humanistic’ are slow at making decisions and are emotionally oriented. These are the guys that want to find out about you and about your other users.
Use design elements to help them make a decision
The next thing we need to look at is how we can start to use both implicit and explicit design queues to help us with the conversion.
The middle one, as you can see, says ‘Unlimited’. It has a big, orange call to action, which makes it pop out. On the top left-hand corner, we have social proof showing it’s the ‘Most Popular’ option. The most obvious design element is that it’s pushed out subtlety. What they’re doing here is that they know this is their most popular package and they are actually helping you make the decision. If users are given too many options, they won’t make a decision because they are overwhelmed.
Another cognitive bias is loss aversion. It refers to people’s tendency to strongly prefer avoiding losses to acquiring gains. There are two main things that motivate people: one is to gain pleasure and the second is to avoid distress or pain. Everything stems from either of these two. Loss aversion stems from the second one. Some studies suggest that losses are twice as powerful, psychologically, as gains. That’s very interesting for us to look at as marketers.
Address their concerns
This is a huge motivating factor when we’re talking about the e-commerce journey. What causes people to abandon during a journey?
Here’s another example:
Here, we have a nice example that gives users delivery options from the beginning of the journey.
To learn about ability and trigger in the customer checkout experience and how to leverage both, watch the webinar here.
Originally posted on Kissmetrics