How do you convince your customers to choose (and keep choosing) your webshop? In the B2B sector, we tend to persuade them with professionalism, statistics, and substantive arguments. However, we often forget that unconscious factors like emotion and intuition also play an important role in purchase decisions. By stimulating that side of the brain, you can convince your customers even better. In this blog, you'll learn more about the psychology behind this and discover five ways to tap into emotion and intuition.
What is the emotional brain?
Various scientists, including psychologists Dr. Robert Cialdini and Daniel Kahneman, argue that rational factors are often overestimated in (financial) decisions. In his book Thinking Fast and Slow (2011), Kahneman describes how our brain operates in two ways ("systems").
On one hand, there is a slow, rational thinking system that reasons logically. Here, you carefully weigh different options when making a decision. The other thinking system, on the other hand, decides quickly, automatically, and unconsciously. In this system, you are influenced by factors such as (life) experiences and emotions. This intuitive brain is decisive for many of your choices, says Kahneman.
5 ways to tap into the emotional brain
This fast, subconscious system can have a decisive influence on purchase decisions. Therefore, it is essential for you as a B2B seller to tap into the emotional or intuitive brain of your customers. In his world-famous book Influence: The Psychology of Persuasion (1984), Cialdini outlined seven strategies to influence people in this way: reciprocity, consistency, social proof, liking, authority, unity, and scarcity. Below you will find five ways to apply these principles in your webshop.
1. Personalized communication
By approaching (potential) customers in a
personalized way, you build trust. Think of directly addressing a visitor in the text on your homepage. For returning customers, you can personalize the content of emails, for example. Address them by their name and cater to specific needs and previous interactions. Has your customer recently purchased a particular product? Follow up with product-specific information and tips. By calling or visiting your customer, you also provide a more personal experience.
2. Testimonials and case studies
Success stories and recommendations from satisfied customers act as social proof. In the form of quotes, customer stories, figures, or reviews, you show your potential customer that you are the best and most reliable choice. People tend to trust the experiences of other consumers more readily. Check out our customer cases as examples.
Another way to apply social proof in your webshop is by mentioning the number of views or sold orders of a particular product. After all, no one wants to be left out, right?
3. Inspiration pages or photos
A picture is worth a thousand words, so help your customers visualize what your products bring them. Show that you understand your customers' needs and challenges with content that directly addresses their specific problems. Use mood images highlighting your products and bring your assortment to life. This way, you let your customers choose based on feeling and intuition.
4. Urgency
No one wants to miss a good deal. Emphasizing scarcity is often a very successful way to convince customers to make a quick purchase. Take advantage of this with limited-time offers or limited stock.
5. Reward loyalty
By rewarding returning customers with exclusive discounts or other benefits, you not only build a long-term relationship with them but also foster a sense of appreciation and recognition. This ensures that existing customers return and makes your webshop more attractive to new customers. A loyalty program where customers can earn points in exchange for special services or products can also be very effective but takes more time to set up. A simpler way to reward loyalty is by providing discount codes after a purchase or in a newsletter.
By following these five tips, you tap into your customers' emotional brain and strengthen the bond.
Be creative!
Behind every company are people who think both rationally and emotionally. Therefore, do not underestimate the importance of emotional or subconscious factors in purchase decisions of your potential and returning customers. In this blog, we have shown you several ways to tap into this, but the possibilities are endless. Be creative!
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