Every brand is working towards creating brand awareness, getting higher traffic and converting the traffic into consumers through different organic and paid means.
But getting a lot of traffic can’t guarantee you a lot of conversions. Many brands are getting a lot of traffic on their marketing platforms, but still, they’re unable to convert those traffic into paid consumers.
The average conversion rate in any industry is less than 10%, so 90% of the traffic is of no use to you. In Software and SAAS, it’s 7%, in travel or hospitality it’s 4%, in retail or eCommerce it’s 1-3%, in education or healthcare it’s 8%, in media or publishing or professional or financial services it’s 10%.
As you can see that the conversion rates are so low in comparison with traffic, so it leaves you with a good amount of traffic on which you can work and increase your conversion rates.
You must be asking the question what’s the way of achieving higher conversion rates?
There are many ways of achieving higher conversion rates, you can start with improving products and sales copy, improving ads copy and checkout process, and optimizing the images and marketing platforms. But along with all these basic stuff, you can incorporate Neuromarketing into your brand.
Neuromarketing is a way of identifying the patterns of consumer behaviour and improving the complete sales process according to those patterns.
According to Roger Dooley, the author of Brainfluence, “NeuroMarketing is the application of neuroscience and cognitive science to marketing.”
Let’s explore more about what neuromarketing is all about!
What is NeuroMarketing?
We all know that there are many options available in the market even for a needle. Today’s markets are flooded with the same types of products.
We can conduct surveys to find out why people are getting attached to one brand and not to the other one while the products from both the brands are same. But you’ll not get the right answer because people themselves are making the decisions subconsciously.
They consciously don’t know the reasoning behind purchasing products from a particular brand. The reason can be brand awareness and reputation, packing of the products, personal experiences with the brand or product or service, shelving or any unknown reason that you consciously can’t identify.
As there’re a lot of options available so conscious decision-making isn’t possible, people are using their subconscious to make buying decisions.
The subconscious mind is responsible for human decision-making, even one of the famous Neuro scientist Nobel Laureate Francis Crick said that all human feelings, thoughts, actions, and even consciousness itself are just the product of neural activity in the brain. It’s also called an astonishing hypothesis.
NeuroMarketing is a way of understanding how the human brain responds to advertising and other brand-related messages. For understanding the consumers’ buying behaviours and predicting decision-making behaviour, brands need to scientifically monitor brain wave activity, eye movement and skin responses. These neural and psychological signals will attain different consumer insights.
This scientific study will help you in discovering consumer needs, motivations, longings and preferences. These can’t be identified through traditional marketing methods such as survey forms and focus groups.
Cognitive science is the way of understanding consumer responses towards a marketing strategy. It helps in understanding consumers’ behavioural psychology.
I hope you’ve understood well what Neuromarketing is and how you can make use of it in your marketing.
Now, let’s see the places where you can use it for your brand!
How Neuromarketing can be used in Marketing?
Neuromarketing can be used in marketing if different ways. Based on the power of cognitive science and Neuroscience it’s used widely in several important aspects of marketing. Even if you’re already using it unknowingly (unconsciously) in your marketing strategies, it’s time to be conscious of the effective use of Neuro Marketing.
The places where NeuroMarketing can be used are;
- A/B testing to Determine the Most Promising Marketing Sales Copies
- Assessing the Neural Impact of Images in Marketing
- Audio Branding Testing
- Multi-screen Ready/Cross-platform Testing
- Optimizing a Call to Action
- Product Design Testing
- Rebranding
- TV Advertisement Optimization
- UX UI Testing of Website and other Marketing Platforms
As you can see that it’s being used to optimize the marketing platforms, sales copies and mediums of conversions. So, if you’re incorporating Neuromarketing into your marketing strategies then you can definitely achieve higher conversion rates than before.
Now, let’s move ahead and have a look at the benefits we can get from NeuroMarketing!
Benefits of Neuro Marketing
People tell so many drawbacks about Neuro Marketing but it’s shining like the afternoon Sun. Many people say that it is manipulative, Pseudo Science, and just validates the points a marketer already knows. In spite of all of these it has the following well-known benefits;
- Provide Granular Level Insights and Discover fresh viewpoints
- Getting Honest Feedback
- Emotional and Subconscious Revelations
- Can Optimize Marketing Budget
- Improves content marketing efforts by using Psychological Reactions
- Holistic Marketing Strategies being paired with traditional marketing methods
- Reduce Bounce Rates By Optimizing the Marketing Platforms
- Generate More Leads
- Increased Conversion and Sales Rates
As you can see that in terms of optimization, conversion and business growth Neuro Marketing provide a lot of benefits. Neuro Marketing still can’t be for every business as it demands expensive and specialized neuro technologies to conduct the study and research.
Some of the famous tools for measuring brain activity and psychological signals are; fMRI and EEG. Both of the mentioned tools are used for measuring eye tracking, arousal, and facial coding.
As we know Neuromarketing Research is a little bit expensive for small brands, so, you can use the previous research paper of big brands for reference and can perform Neuro Marketing Campaigns successfully.
Now, let’s have look at the tips that will help you in the successful execution of your Neuro Marketing Campaigns!
Tips for Using NeuroMarketing in an Effective Way
Being attached to Neuroscience and cognitive science, Neuro Marketing has the power to influence Hormones. If you’re using it in the right way then you can make the best out of your marketing efforts and increase your conversion rates drastically. Some of the simple and effective tips for NeuroMarketing are;
- Check the ad campaign efficiency through A/B testing. An image can increase or decrease the clicks on your ad campaigns. FMRI is being used in checking the potential of a particular image in terms of attention, engagement and action.
- If you’re providing a better good-looking deal with some offers to your consumers than available surrounding options, consumers will definitely choose your brand over others. It’s called the “Anchoring Effect”. We rarely try to find out the intrinsic worth of the products and services, instead, compare them with the surroundings.
- Every colour is attached to a certain emotion. Whenever we see a particular colour, the associated emotion arises in our minds. Emotions are directly proportional to colours, hence colours are a big factor in making a purchase decision. Choose brand colours wisely, like we’ve chosen blue and purple, blue is for attracting professional and business owners and purple is for generating enthusiasm. Understand the colour psychology first before choosing the colours for your brand.
- Don’t give consumers too many choices. Giving too many options can create a situation of decision paralysis, they will get confused and unable to decide what to do next. Include only 1 call to action on a landing page and don’t use more than 2-3 colours at a time.
- Consumer satisfaction is the most important aspect for any business, if consumers aren’t satisfied with your services or products then your business will never be able to make exponential growth. Emotion Response Analysis (ERA) from EEG can only measure emotional arousal and engagement but it can’t define whether it’s positive or negative. So, evaluate your consumer satisfaction.
- “Framing” is one another concept used widely in marketing to create moments of scarcity of products or services. Marketers present services and products in a way that if the consumer isn’t going to buy them he/she will lose the chance. And you know what consumers are worried about is what they might lose. This is why brands launch limited-time edition products and services, or products and services with a countdown timer. This way you can increase the sales drastically as consumers feel that they’ll lose if they don’t buy now, and I don’t think anyone would want to lose!
- You can find instances where it’s mentioned that surprise, shock, and unexpected things grab our attention. Some of the well-known marketing strategies such as Guerrilla Marketing and Experiential Marketing are based on these aforementioned factors. The headlines which include these types of emotions are called “Hippocampal Headlines”. The reason behind calling these “Hippocampal headlines” is the research done by the researchers at University College London. They found out that when a known phrase is slightly altered, the hippocampus of the human mind is activated. But avoid using the most general phrases as people have read and listened to them so many times that they start getting frustrated.
- If you’re a product-based business, then you can test the prototypes and find out the best promising one. The brain acts differently when the design of a product is changed, and prototype testing can help you in choosing the right one that can lend you more sales than others.
- NeuroMarketing can help in understanding what a consumer is thinking about particular ad copies, creatives or videos. Sometimes because of what others will think they’ll hide the emotions they’re having after the interaction with a particular marketing campaign in a survey form or focus groups. But Neuro Marketing keeps the ability to reveal these hidden responses. This way you can find what a person truly thinks about a particular marketing effort and material.
- Psychology in Marketing is also a part of Neuro Marketing. Psychology plays a wide role in engagement and purchase decisions. Visit the blog “Psychology in Marketing” to learn more about the ways you can use psychology for your marketing purposes. A Reward system is being used in marketing to keep people engaged with the brand’s marketing platforms. The reason behind gamification marketing is that “whenever someone is given a reward, dopamine is released in that person’s brain”. Dopamine is attached to pleasure and positive associations, increasing engagement rates. Dopamine is a neurotransmitter that is also one of the Happy Hormones. Want to know more about how to add a reward system to your marketing, then you can go through the blog “Gamification in Marketing”.
- Do you know why the pricing of most courses and products is 199, 499, 999, and 1999? These are complex figures and the logical brain starts working whenever it strikes complex figures and things. As the brain works harder in these prices, people find the decision more logical in complex figures than rounded figures. This way NeuroMarketing is also used in setting up the pricing of products and services.
- Do you add pictures of the persons (nowadays babies are most preferred) in the ad and website content? In which direction the person (baby) in the picture is looking? The eye of the person is very important here, because if the person is looking forward then the consumer will not pay attention to the ad content and will only look at the person (or baby) in the picture. But if the person is looking at the ad content, then the consumer who is visiting the brand’s marketing platform will definitely look at the ad content. So, choose the picture in which the baby or the person is looking towards the ad content and not in a forwarding direction.
- Consumers are always looking for security and safety, efficiency, speed and quality. But they can also prioritize these things as well. According to a recent study conducted by PayPal, it’s found that consumer prefers convenience over safety and security. So, make the marketing platforms of your brands as simple as possible along with incredible speed and security.
- Effective Packaging of the products is very much essential for establishing a business as a brand and increasing sales. NeuroImaging is the field of NeuroMarketing that is used to determine which packaging will provide positive results. In this technique, different packaging is shown to consumers and their responses are noted as positive, negative and neutral. The packaging with what consumers are having most positive responses is the most promising one.
- Do you know the name of the marketing platform that you can completely control? It’s your brand’s website. Your website is the only place that’s completely in control of you. So, how NeuroMarketing can make your website an even better place for your consumers? Neuromarketing can help you in improving your UI and UX according to the mindset and behaviour (cognitive science and neuroscience) of consumers. As we’ve mentioned, colour schemes are the most important factor in grabbing attention, but font size and website layout are also as important. Looking at the “website of DigiAvtar Marketing Solutions” you’ll find uniform colour schemes with uniform font sizes all over the website. It’s also studied that people find the vertical layout of the website more interesting than the horizontal layout. In vertical layouts, their brain engages because of scrolling the web pages but in a horizontal layout, there isn’t much scrolling. As a takeaway, make colours uniform all over your marketing platforms after choosing the colours according to colour psychology so as text size and the webpage’s theme.
- Include Social Proof such as certifications, testimonials, celebrity endorsements and social widgets. You can include these social proofs across your marketing platforms from social media handles to your very own website. This will increase your credibility and trust among the consumers. People are so sensitive to social proof when they hear consumer stories through testimonials they feel it’s their own story and victory. You can also include storytelling in your social proofs to make them more engaging and interesting.
- You can also leverage the power of reciprocity of NeuroMarketing. The reciprocity concept includes offering something valuable free of cost to other people without expecting anything in return. This way they will feel compelled to return the goodwill and value you brought to them. This can be any lead magnet such as free trials, an E-book, a sheet of essential tips beneficial for them or any other. If you don’t have any idea what to offer, you can have a look at our blog “Lead Magnets”, in this blog you’ll find more than 15 types of effective lead magnet ideas for your business.
- Provide uniform experiences across the brand marketing channels with the colour scheme, creative theme, and brand voice so that your consumers will feel connected even if they visit to any of your marketing platforms. Want to know more about how to provide your consumers uniform seamless experience then you can have a look at the blog “Omni-channel Marketing”. The brain of consumers looks for familiarity when shopping for products and services online. Providing uniform experiences across the platform will be like talking in the same language no matter where consumers are contacting you. Don’t flash red alerts for the consumer’s brain by interrupting a familiar pattern.
We’ve covered every popular tip used in NeuroMarketing to market the brands. If you’re implementing NeuroMarketing for your business then always follow the tips for better results. These tips will guide you on what you need to do and what you need to avoid. Now, let’s conclude the blog here!
Conclusion
In conclusion, NeuroMarketing is the mother of many other marketing strategies in which some of the famous strategies are;
- Experiential Marketing
- Gamification Marketing
- Guerrilla Marketing
- Meme Based Marketing
- Personalized Marketing
- Sonic Branding
- Storytelling Marketing
I would say behind every successful marketing strategy, there are the hands of NeuroMarketing. It’s incorporated into every marketing strategy whether knowingly or unknowingly. It’s not a new form of marketing, you’re already using it, but today you get to know the ways of using it effectively.
NeuroMarketing provides you insights into the reactions consumers have on a neurological level after interacting with certain elements on your marketing platforms such as your brand’s website. If you’ve insights regarding a marketing strategy, then you know the way of making it perfect for the next time and gaining the desired outcomes.
NeuroMarketing is so effective and old but it’s not fully nurtured and is still in development. The reason is it’s not accessible to everyone and is expensive. But Augmented Reality and Virtual Reality are making it accessible for everyone.
Even if you don’t have enough resources you can make a lot from the previous experiments and research conducted by other well-established brands and with the help of the above-mentioned tips.
If you still have any more questions arising in your mind, please feel free to ask us in the comment section below, we’d be more than happy to discuss them with you. Not have had enough food for your thoughts, visit our blog for more!