4 ways to get your customers closer to the purchase decision

This is the third article from the series — marketing is an applied psychology.

The first part can be found here and the second part here.

Imagine it’s Saturday morning and you’ve entered the farmers market. You know that the best tomatoes can be found at that one stand where you can also buy your organic pumpkins, and you need both to make your lunch. Of course, this stand is surrounded by a crowd of people.

As you are making your way through the crowd, you hear the farmer shouting that the tomatoes will be sold out in a few minutes. You aren’t in the mood to explain to your wife that you “weren’t able to buy her favorite…” and so you speed things up, quickly asking for a half a kilo of tomatoes and two hokaido pumpkins. Then you pay and leave for a glass of local wine.

As you are leaving the stand with the wine, you see the farmer taking another crate of tomatoes out of his van and telling to another customers that these are his last pieces. At that moment you realize that you didn’t even ask the farmer what the price was for the tomatoes and how many pieces he had left.

What just happened?

You’ve been acting under pressure.

Let’s ask few questions about this situation:

Would you feel the same urge to immediately make the purchase if:

1. You didn’t know that the tomatoes are 100% bio, tasted great and you could see almost the exact same ones at the nearby stand?
2. There was no crowd, surrounding the stand?
3. The farmer didn’t announce that he’s got only few pieces left to sell?
4. The stand was surrounded by only two people and the farmer would still had plenty of tomatoes left to sell?

If you want to stir up similar feelings in your customers while they are browsing through the pages of your e-shop, then you should change the way you communicate with them. A good start is to base this change on the answers to the previous questions. Let’s highlight the individual points:

1. Your products have to stand out from the crowd

If the customer has no relationship with your brand, his first shopping steps won’t lead to your e-shop, but to the Google or to some of the shopping engines being used.

With AdBOOST advertising, you are able to reach your customers with the specific product advertising almost anywhere within the reach of the Internet.

These customer steps can be ensured if you:

• promote your brand awareness with the brand campaigns in the display networks,
• advertise within the shopping engines with provided product parameters,
• use automated bidding in shopping engines,
• setup the quality PPC advertising for the specific products in the search engines.

2. Show the number of customers looking at the currently examined product

But beware! This information alone isn’t enough. Think about it. You’ll get this notification:

Alza.co.uk — chosen as an example. Notifications are rotated and supplemented with additional info, so they don’t exactly prove the described issue

What does this mean to you? Well, if you don’t know that there are only two products left, you still have enough time to think about the purchase.

3. Show the number of products in stock

But beware! Even this information alone isn’t enough. You’ll get this notification:

Alza.co.uk — first of all — the information about the stock — second — the motivating factor

Your customer has no idea what the traffic of your website is like, nor do they know the probabilty of someone buying this piece before him. Nonetheless, this information is a stronger motivating factor than the previous one.

4. Restrict points 2 and 3 to the scenarios in which the product receives enough impressions and the stock is appropriately low

This kind of notification:

“Another 3 people are looking at this product and we have 20 more pieces left.”

probably won’t motivate your customers to any kind of action.

Therefore, the final notification should look something like this:

“Today, this product have been bought by 13 satisfied customers and there is 1 piece left in stock. Buy it now before any one of 43 other people looking at it does.”

Booking.com is the textbook example

Beyond the borders of your e-shop

Speaking of the pressure, imagine that we’ve implemented all the aforementioned recommendations and the customer feels the pressure of the upcoming decision. They’re considering the purchase, but finally, he decides to leave the e-shop, and think about it for a while.

Then they relax, forget about the whole shopping dilemma and heads to their favourite media site to read some of the latest news. At this moment, the probabilty of the purchase decision culminates. All you have to do is to target the customer with the right proposal.

TPD.sk — product remarketing promoting the last seen products

Of course, we all know about product remarketing, but, can yours:

• Target the specific person without needing to have at least 100 people in your remarketing list?
• Target the customer immediately after he’s left your e-shop?
• Use the finest banner locations in the most visited media sites to target your parting customers?
• Adjust the price or discount in the banner to fit the needs of this specific customer and change the discount in a time elapsed from the moment they exit from your site?

All of this is possible with AdBOOST remarketing.

The user was considering the purchase of the swing set and left the e-shop to read the news. They’ve immediately seen the product banner promoting the swingset with the free shipping

If you’ve liked the article, stay tuned for more tips in our series — marketing is an applied psychology.

To avoid missing the next part, follow our Facebook page — @adboostapp

If you want to motivate your customers to make purchases more effectively and increase your revenue, don’t hesitate to contact us at support@adboost.skand ask about the AdBOOST remarketing.