WiderFunnel Conversion Optimization Blog
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I feel, therefore I buy: How your users make buying decisions Posted: 09 Aug 2016 05:11 AM PDT Reading Time: 6 minutes On Sunday, June 19, the Cleveland Cavaliers beat the Golden State Warriors in Game 7 of the NBA Finals. The franchise, founded in 1970, had never won an NBA championship. A few weeks after the Cavs' victory, Nike released a spot called "Worth the Wait". As of this article being published, the video on YouTube has over 5.6 million views. Every time I watch this video, my throat tightens and I tear up a little. I'm not from Ohio (in fact, I'm from a notorious rival state), the Cavs are not my team, I'm not even a huge basketball fan. But this ad makes me feel. It taps into something deeply human, feelings of community and triumph. Nike is incredible at this. From their 2012 "Find Your Greatness" campaign to their 2014 ad for the World Cup "Winner Stays" (which has more than 40 million views on YouTube), Nike knows how to elicit emotion. And it's clear they spend big bucks to do it. Why? Because Nike knows that we — consumers, people, humans — don't buy products or services…we buy feelings.
The old brain, the middle brain and the new brainIf you're a marketer, chances are you've heard about the 'old', 'middle' and 'new' brains in relation to how we make (buying) decisions. The 3 brains refer to the structure of the brain in relation to its evolutionary history. Here's a brief overview. In the 1940's, Paul MacLean popularized the triune brain theory, where he categorized the brain into 3 parts: Reptilian (old, sensory), Limbic (middle, emotional) and Neocortex (new, rational).
So, which of the 3 brains buys?In classic economic theory, consumers are rational economic actors who make choices after considering all relevant information, using the new brain. While this may well hold true for large purchases, like insurance or a house, recent research has pointed to the power of our older brains in everyday purchase decisions (like buying that pair of Nikes). Neuroscientist Joseph LeDoux explained "…the wiring of the brain at this point in our evolutionary history is such that connections from the emotional systems to the cognitive systems are stronger than connections from the cognitive systems to the emotional systems." LeDoux is suggesting that our brain waves flow from old brain to new brain, meaning our decision-making processes are much less rational than we'd all like to believe. Moreover, feelings happen before thought and they happen far faster.
Emotions are powerful. Neuroscience + MarketingIn recent years, the science dubbed neuromarketing has begun to emerge; it "bridges the study of consumer behavior with neuroscience". The first piece of neuromarketing research was published in Neuron in 2004 by Read Montagne, Professor of Neuroscience at Baylor College of Medicine. Dr. Montague studied a group of people as they drank either a Pepsi or Coca Cola while their brains were scanned with an fMRI machine. The results suggested that a strong brand (like Coca Cola) could "own" a piece of a person's frontal cortex. This foray into the brain has opened new doors for marketers. In his essay "Neuromarketing: The New Science of Consumer Behavior", Christophe Morin describes the model behind this new science:
Morin goes on to quote neuroscientist Antonio Damasio who said, "We are not thinking machines that feel, we are feeling machines that think." We are proud of our thinking abilities, but the fact of the matter is, our brains have relied on instinct for millions of years. Research would suggest that we can optimize our marketing messaging by speaking to consumers' reptilian brains. ConversionXL published a great post on "6 neuromarketing stimuli that speak to the old brain" including:
And we're back to emotions. To that Nike ad that makes me cry. And then really want some Nikes. Note: Neuromarketing is not without its critics who voice ethical concerns akin to those that arose in the days of subliminal messaging. There are concerns that this research could lead to manipulation of consumers. It's up to the marketing community to use this know-how to benefit the consumer first. With great knowledge, comes great responsibility. System 1 and System 2Dual-process theory is another cognitive theory about how we make decisions; it originated in the 1970's and 1980's and has been developed in more recent years. The "dual" refers to the 2 cognitive systems we use everyday. In 1999, Professor of Applied Psychology at the University of Toronto, Keith E. Stanovich dubbed the two systems (rather generically) System 1 and System 2 in order to label the 2 different sets of properties. The terminology stuck. This table showcases clusters of attributes frequently associated with the dual-process theory of higher cognition. Characteristics to note within the intuitive process are fast, nonconscious, automatic, and experience-based decision making. In other words, our intuitive cognitive system is easier, requiring less focus and energy. It follows that, if you can tap into your customers' natural affinity for old brain, system 1 decision making, you'll most likely see an uptick in conversions.
What users want, what they really, really wantIt happens often: during our Explore phase, a client's users will tell us (via surveys and other forms of qualitative feedback) that they want more information to…well…inform their purchase. Users often vocalize a desire for more description, more specs, presumably so that they can make a rational, thoughtful decision. We also often have clients who come to us, assuming that their users need more information to make a purchase decision, particularly if their product is technically complex. And yet, time and time again, we test more information against a Control and more information looses.
Of course, you must take this suggestion with a grain of salt. Your users may, in fact, respond to more information versus less (we've seen that too!) but given all of the research that points toward “we buy feelings and rationalize our decisions later” it's certainly worth testing more concise product descriptions, information hidden behind tabs, etc. We can't all be Nike, and Nike's tactics certainly wouldn't work for all of us. But when you're considering your customers' decision-making, be sure to take into account how you can up the feels. In his book, You Should Test That!, Chris Goward discusses the "Intangible Benefits" of your Value Proposition. This is where the feelings associated with your brand sit. The question is, how can you highlight these intangibles? Test video case studies and testimonials against written ones (visuals appeal to the old brain). Test copy that emphasizes your credibility and trustworthiness (alleviate consumer anxiety), test copy that emphasizes social proof (tap into consumer FOMO and yearning for community). Make your users feel: happy, sad, afraid, connected, angry. Because we don't buy things. We buy feelings. How do you make your users feel? How do you emphasize the intangible benefits of your offering? Let us know in the comments! The post I feel, therefore I buy: How your users make buying decisions appeared first on WiderFunnel Conversion Optimization. |
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