From seeing the snake, to recognizing it’s a snake, to realizing that snakes are dangerous, to sending your muscles an alarm takes 100-500 milliseconds…
We used to think dopamine was the neurotransmitter for pleasure. But it’s more than that. It’s all about anticipation and eagerness for pleasure. Let’s talk about RATs.
Robert Sapolsky & Rats SIGNAL WORK REWARD 100% 25 or 75% 50% It’s all about anticipation! Are you leveraging this between purchase and product delivery?
You’ve probably said something like, “People buy products after evaluating the options and the value that each delivers.” That’s not exactly how it works. Our brains are not computers. Our selection process isn’t managed by spreadsheet.
Think about your own experience Feel Need – You see something on Facebook or Instagram and suddenly decide you need that. Feel Trust – You land on a site (or two) and decide if the site is trustworthy. You don’t know why you feel what you feel. Make a Decision – The photos, the testimonials, the design – all helps you feel that it’s worth buying or not. You click and pay. Or don’t if you don’t like the checkout. Justify Decision – You now spend time reading other reviews to make sure you have good reasons for the decision you already made. Share – You post pictures of your new purchase – which creates need in someone else. While you’re there, you see something that you know you need!
Feel Need Need is a strong word. Our feelings of need are driven by the stories we hear and the images we see. USE PHOTOS. LOTS. LARGE ONES. AND CLOSE UPS. sHOW DETAILS. Leverage testimonials.
Feel TRUST People make snap judgements and either trust or don’t trust websites without spending almost any time reading. Keep Your Design Current. Aesthetics & Professionalism matter. A Lot. https://www.sciencedirect.com/science/article/pii/S074756321500312X
Make a decision half of your visitors don’t check payment options until checkout. They do use reviews & product filters! Make reviews & comparisons easy and useful. Create multiple ways to pay. https://barn2.co.uk/wordpress-plugins/woocommerce-product-table/
Justify a Decision People want to know that they made the right call. Imagine they had to explain their decision to their spouse or boss. Your onboarding emails are critical. Don’t just sent receipts. Send case studies.
Share 70% of millennial consumers are influenced by the recommendations of their peers in buying decisions. 30% consumers are more likely to buy a product recommended by a non-celebrity blogger. Make it easy to share purchases on social, like facebook. Give them coupons to share with friends.