Big established businesses know very well what they are doing.
There is no surprise then if they are able to keep their standards and continue growing.
They know that business growth doesn’t happen by accident. They know that it comes from an efficient strategy based on deep market and target audience’s knowledge.
It’s simple. The more you know about the market you want to compete in and your target audience, the more detailed and effective your digital marketing strategy becomes.
Psychology science is something that, under this perspective, big businesses don’t leave on the table.
They actually use it to empower their strategy and communication through principles that, once applied to marketing, give it the name of Neuromarketing.
In this article, I want to walk you through the way Amazon uses Neuromarketing to stimulate their potential customers’ emotional decision system and have one of the highest online conversion rates.
But first, let’s quickly see what Neuromarketing exactly is.
Neuromarketing is a commercial marketing communication area that applies neuropsychology to market research, studying consumers’ sensorimotor, cognitive, and affective response to marketing stimulations.
Neuromarketing attempts to understand the rationale behind how consumers make purchasing decisions and their responses to marketing stimulations to apply those learnings to empower marketing.
The potential benefits to businesses include more efficient and effective marketing campaigns and strategies, fewer product and campaign failures, and ultimately an emotional customer engagement that leads a high percentage of them to trust and love the business.
So, this basically means planning a strategy based on the behavioural patterns your ideal clients have and the emotions they experience, leading your marketing to be much more efficient.
However, bear in mind, the use of Neuromarketing must be preceded by a deep audience analysis, uncovering your ideal clients deeply hidden behavioural patterns and emotions.
This is crucial if you want to use Neuromarketing efficiently.
Neuromarketing is designed to stimulate people emotionally and drive them to behave in a specific way.
Therefore, if you know the right emotions and behavioural patterns that positively influence their purchase decision making, your digital marketing strategy will lead your business to high engagement and conversion rate.
On the other hand, if you don’t know them and stimulate the wrong emotions and behavioural patterns, your marketing will lead your business to a high bounce rate and low conversions.
If you want to know how to make a deep audience analysis, getting to know your target audience at an intimate and emotional level, click here to see our full audience analysis guide.
So, now that you know what Neuromarketing is and why it is essential to create an efficient digital marketing strategy, let’s see how Amazon uses it to be the biggest online retailer.
Amazon Leverages Neuromarketing to Increase Sales
3 are the main Neuromarketing techniques Amazon uses to have high engagement and conversion rate.
1. Personalised User Layout
When you land on Amazon’s website, you can notice straight away product images everywhere. This extremely visual layout is designed to make things as easy as possible, optimising any user experience. When everything looks clear and straight forward, people predominantly use the emotional system for decision making. This means that they are more receptive to neuropsychological stimulations used through the pages.
If then you have used the Amazon website previously, you will also notice something else. Amazon tracks every visitor’s browsing and purchases on its website. In this way, they create a personalised profile for each customer.
Every page, including the home page, is unique in design for each customer. Depending on what you searched or purchased previously, Amazon will show you specific recommendations. Just for you. Just because you needed those items in the past. Also, if you purchased an item previously, Amazon create a unique account with your name alongside the recommendations they have for you. In this way, you will feel like they are talking specifically for you. They are basically adapting the whole website to your needs, making you feel very special.
This psychological principle is called Singularity Effect and it is the tendency most people have to engage mainly with something that makes them feel identified and special.
Personalization is one of Amazon’s keys to success. It speaks directly to you, fully optimising every customer’s experience. Identification with customers is a powerful Neuromarketing tactic.
2. Highly Recommended Item Options
No two visitors have the same shopping habits. Therefore, there are nearly endless ways to shop. You can eater search for items by typing their names, check the multiple categories, or follow Amazon’s specific suggestions. No matter the way you decide to shop, Amazon will show you curated lists of products, specifically presented to match your previous choices and needs. The website also provides comparisons with other similar products and the most relevant items to drive you to buy.
One of the most used psychological principles that Amazon uses in this sense is the Dragging Effect.
The Dragging Effect is the tendency that most people have to do or think the same that other people already do.
Another way to name this principle is Social Proof.
So, what does Amazon do?
For each product presented, they show you stars and other users’ opinions, creating a feeling of security in those who are looking for those products. This basically makes you feel more comfortable with your choice, influencing positively potential customers’ decision making.
This induces their target audience to think that is a safe choice to purchase the product they offer you.
In the image, you can notice the star reviews, alongside the number of people who purchased the item and their high opinion of it. The goal of all product lists is to drive users to click on a product to view its detail page, which is where they can finalise the purchase.
3. Highly Stimulating Purchase Box
As Amazon is an online retailer, its goal is to convert through a click to add a product to the shopping cart or make an instant purchase. Their product detail pages achieve this goal brilliantly with the help of Neuromarketing techniques. For example, the image below shows a typical purchase box on a product detail page.
Here we can notice multiple Neuromarketing techniques.
The first one, probably the most evident one, is the use of the words “FREE shipping” that we can see twice. The use of these words sounds in their audience brain like Amazon is doing them a favour, giving them something for free, the shipping, in exchange for the item purchase. And most people have a tendency to respond positively when they receive favour from someone, predisposing them positively towards the purchase.
The box also stimulates the Scarcity cognitive bias, which is the tendency to value more those opportunities, contents, or products/services which are rare or seem to be a small number. They do it by stressing a short amount, increasing the feeling of “if you don’t do it now, you might not be able to do it later as we are running out of this item.” This technique is very powerful when one of the main driving emotions of your target audience is a fear of missing out or anxiety about doing things as soon as possible.
This order box as well is personalised. As you can see, here as well, Amazon mentions the customer’s name, creating an even bigger feeling of unicity and specialty.
Finally, then, they offer purchase choices to their shoppers. They can order immediately or add the product to the shopping cart and continue shopping. Either way, the visitor is driven toward a purchase decision, using indirect suggestions designed specifically to promote their conversion.
Marketing and Psychology Meet at Amazon
Amazon’s website is optimised for the highest product sales by applying the right Neuromarketing principles for its target audience. With professional psychologists and neuro-marketers on its staff, Amazon constantly tests and implements brain-aware strategies in its marketing.
How can you implement the right neuropsychological techniques in your digital marketing?
Serendipity Marketing, as a leading neuro digital marketing agency London, can play the same role for your business. Everything we do for clients is based on proven psychology and neuroscience researches.
As you read here about Amazon’s Neuromarketing techniques, you will understand more about why they have such a high conversion rate and how neuromarketing works.
However, applying these concepts to your own company isn’t that easy. Your business is unique, as unique is your target audience as well. The efficient use of psychological techniques depends on your ideal clients- emotions and behaviour. Each technique is good in stimulating a specific emotion and behaviour. So, it’s all about getting to know what emotions and behaviours it’s right to stimulate to drive your target audience through the steps of your strategic buyer’s journey.
If you want to uncover your target audience deep hidden driving emotions and behavioural patterns and empower your marketing as Amazon does, contact Serendipity Marketing.
Our unique methodology, which allows us to be a leading neuro digital marketing agency London, mixes marketing strategies with psychology science, allowing us to make the right emotional impact on any business target audience leading them to achieve their goals.
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I am Maria Lafuente, CEO of Serendipity Marketing. I help entrepreneurs and business owners to succeed in their businesses and to acquire the right marketing skills.
I am a business owner, investor, marketing specialist and speaker.
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I am Stefano Fracchiolla, CEO of Serendipity Marketing. I help entrepreneurs and business owners to build up a strong business mindset and have their businesses under their control.
I am a business owner, investor, mindset specialist and speaker.
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