Welcome back once again!!! This week's new blog post follows the last one and is the second, out of four dedicated to Conversion Rate Optimisation Course: How to create more enquires, leads and sales.
In this session we will:
- analyse the concept of Neuroscience;
- understand what we are selling;
- get help to choose our goals .
In the previous section, we have introduced the idea of Science of Persuasion looking at the way men and women changed into rational beings towards the understanding of the human species in an evolutionary contest.
This is of course very interesting however, there are other forms of science that we can apply as marketers, to help us in our persuading process . Among the many, one of the most powerful is NEUROSCIENCE.
But what is Neuroscience? In a few words, it is the study of the most complex things we find in the universe! So far human brain has been considered the most complex known structure. Scientists have started to use a range of tools to understand how the brain works and how it is influenced by what goes around.
By understanding the persuasion process we can learn
- how to influence
- plan strategies
- use them for conversion rates.
The human brain is divided into three parts:
The first one is the Brain Stem which sits beneath your Cerebrum in front of your Cerebellum. It connects the brain to the spinal cord and controls automatic functions such as breathing, digestion, heart rate and blood pressure. This is the most simple part of our brain.
The second is the Mid Brain also known as Cerebrum which fills up most of your skull. It is involved in remembering, problem-solving, thinking, and feeling. It also controls movement. It is our emotional or limbic system.
The last and newest is the Cerebellum. It sits at the back of your head, under the Cerebrum. It controls coordination and balance and makes rational decisions. It is the part that keeps the control of everything . The problem is that our rational brain lies underneath a very powerful beast: the Mid Brain.
Most times decisions are made for us by the rest of the brain which is much older than the Cerebellum and works rapidly without any conscious involvement. This is very interesting for marketers because the majority of decisions are made instantly (i.e.most of the time we do not even know why we prefer one product to another) and made for us! Our brain basically, takes a short path . If the patterns are disrupted the brain struggles and what happens is that we notice the difference between what is new and the pattern we know.
When people come to our website they would prefer to have a precise pattern to follow i.e. an existing idea at a non-conscious level. If we could give our customers those patterns, we could then use them to our advantage.
People often make snap judgements. When this happens the Mid Brain makes its own judgement which will influence your final judgement! In a few words: if people come to our website and do not understand it, they will leave very quickly.
Science also tells us what we can do with our customers : we can prime them, i.e. we can present them information we deliberately provide in order to influence their late decision!
Another important concept is the concept of ANCHORING which applies when we think about prices. If we could get people to think about a certain number or a certain price they will tend to stay around that number. Does it sound complicated? Well, to better understand the concept, watch the video here below:
- Do we really know what we are selling?
- Do we really understand what we are selling?
- Do our customers?
To improve our Conversion Rate we need to figure out our customers and their perspective.
What challenges do we have as individuals?
Well, that is something we need to find out! We need to spot the most challenging problems people have like money, business, competitors, personal challenges ect...and it is only once we have recognised these that we can star to plan on how to be different.
This is what we MUST do before doing anything else!
We then need to turn our claims into benefits for the customers!
When we think about your customers we need to think about what would stop them from getting our products : make a list of objections and preconceptions .
Often web pages they don't address these objections, problems and issues.
How do we find out about them?
- search online;
- keywords research with Google;
- social media research;
- talk to our colleagues.
- What questions do customers have?
- What challenges?
- When do they seem to struggle?
- What gets in their way ?
SOMEBODY IN OUR TEAM MAY HAVE THE ANSWER!!!
We can ask our colleagues to draw up three columns and when we have that document we are for sure in a better place to produce good marketing literature !
We also need to understand their BUYING PROCESS
Pages are often written as if customers were ready to buy ...but it does not necessarily work like that ! A customer might be in a different point of the Customers' Journey. He might have a problem to solve, so if we only design pages for customers ready to buy, we will never move all the others to their next step!
As we start to think about the buying process we can design your web page to keep moving people along . To do this, we can use a fantastic tool, which some of us are already familiar with, called the AWARENESS LADDER.
Amazon for example is really good at that. Have a look onto their webpages and you will see it all!!!
OUR WEBSITE SHOULD ALSO BE SEEN AS A CONVERSION MACHINE
It should act to move people from step A to B to C. When we start to build it, we have to see it as a process. When we don't, we designe pages in isolation, pages that do not interlink to move people. Ours should!
WE HAVE TO THINK ABOUT OUR WEB SITE GOALS!
Google Analytics can help us creating goals for our website.
We may want people to fill up a form or to look at a product page...well those can be goals! Google Analytics can track our goals and conversions .
Moreover, using this tool, we can see what people are doing on our website:
- when we see what people do;
- the content they look at;
- how they are;
- where they are going.
WE CAN BASICALLY TRACK THEIR BEHAVIOUR!
But we can also set reports ! And one of the most useful is the Behaviour Flow Report over here:
This report has a path through the website: green where people are moving forward, red where they drop off. We can see exactly where people leave our page!!! Isn't that fantastic?
Of course, we want to know WHY people are leaving so that we can reduce the number of the “lost ones” at each step of the funnelI! If we reduce the number, we move people forward and get more goal compliance, more revenue, sales and so on.
Summarising what we have just seen in this week's post, we have to:
- know what our website is for;
- map it against our customer's awareness ladder;
- create our site with a series of goals;
- set Google Analytics .
For an in-depth CRO strategy check our Conversion Rate Optimization Course: How to create more enquires, leads and sales
You can find Other blog posts about CRO here: