Say for example, you were asked to design an ecommerce website that focuses to allure users through multiple offerings & not just for the thing they visited you. If you are buying a mobile phone, it’s definite you need a back cover & scratch guard for it (applies to both big and small ticket items)
Well, we won’t ask you to rack your brains! Here are 10 tips that can help you design an effective purchase journey for the end user.
<rich-h2>While Working With Numbers, Always Reduce The Left Digit By 1<rich-h2>
<rich-list-item>For example: If you are placing the product price for a notebook, say for 9$, consider keeping it for 8.99$. To put it smartly, 8.99$ feels like a lot less than 9$.<rich-list-item>
<rich-list-item last-item>Fun Fact: Human brain encodes numbers so quickly that whenever we see a smaller first digit, we naturally consider it to be priced less than usual. Consider this when you go shopping the next time.<rich-list-item last-item>
<rich-h2>Choose Number With Fewer Syllables<rich-h2>
<rich-para>When setting prices for a particular product, choose the one with the fewer syllables.<rich-para>
<rich-h3>Consider between these two:<rich-h3>
<rich-list-item>$27.82: Twenty-Seven Eighty-Two (7 syllables)<rich-list-item>
<rich-list-item last-item>$28.16: Twenty-Eight Sixteen (5 Syllables)<rich-list-item last-item>
<rich-para>Surprisingly, $28.16 seems smaller (phonetically) than $27.82.<rich-para>
<rich-h2>‘Negative + Positive’ Is Better Perceived Than Just PositiveTerms<rich-h2>
<rich-para>For Example: You are writing a description for a company that deals with cars.Use words like “low maintenance” instead of “high performance”. Even though the customer values both the qualities, “low maintenance” will appeal to the customer faster in terms of making a purchase.<rich-para>
<rich-h2>Show Prices In Installments + Small Daily Equivalent<rich-h2>
<rich-para>If you’re strategically pricing for your client’s product worth $1250, sell the package for 6 payments of $209 instead. Customers tend to go for a smaller price subconsciously, even if they are aware of the total price. The other way is to frame your price in daily terms (for eg: $8/day).<rich-para>
<rich-h2>Maintain The Visual Contrast Between Sale Price & Original Price<rich-h2>
<rich-para>Visual distinction between the original price & sale price is very important. You all must have noticed it in a mall. The original price (higher price) should be bold, bigger and must have a different colour than the sale price. This strategy will make the sale price look more appealing to the customer.<rich-para>
<rich-h2>Creating False Sense Of Urgency<rich-h2>
<rich-list-item>Limited Stock<rich-list-item>
<rich-list-item>Only 5 units left<rich-list-item>
<rich-list-item last-item>100 people have purchased this already<rich-list-item last-item>
<rich-para>You sure must have come across these sentences before. The reason why they exist is to create a sense of urgency. In short, to tell the customer that if you don’t buy this today, you’ll probably lose it forever (FOMO is real)<rich-para>
<rich-h2>Maximize The Perceived Size Of The Discount<rich-h2>
<rich-para>Retailers often use the biggest number to label discounts.
For eg: For a $100 jacket, a 20% off seems more appealing than a 10%, even though the difference impact for the seller is not as much (more sales = more profit)<rich-para>
<rich-h2>Decoy Pricing<rich-h2>
<rich-para>If you’ve ever taken a Venti Starbucks instead of a Grande Starbucks, you’ve been a clear victim of decoy pricing (regretting flashbacks ;) The price difference between a Venti & Grande is placed as such that customers would always consider taking the Venti comparing the advantages.<rich-para>
<rich-h2>Offer Exclusivity<rich-h2>
<rich-para>“Free Delivery” for Flipkart Plus Members or “Faster Delivery” for Amazon Prime Members, these brands don’t just provide the said offers to their customers but they make it exclusive thereby creating a sense of esteem in the minds of their customers.<rich-para>
<rich-h2> Social Proof<rich-h2>
<rich-para>Ever bought a product that you didn’t need but got influenced by your best friend. Yes, we’ve all done it. Advertisers specifically use reviews & testimonials as a part of their ads to earn trust and grab new audiences. However, reviews are not always what they seem, but we all fall for it, don’t we?<rich-para>
<rich-h2>Takeaway: <rich-h2>
<rich-para>Gaining new customers is as difficult as retaining them. And to get them to click-around the strategic path you’ve defined is an even bigger task. With the right strategy & the above tips and tricks, we can assure an effective audience conversion for your brand.<rich-para>
