It’s one of the most intriguing questions in neuromarketing today: how can we predict people’s choices by having a peek into their brain activity?
Our brains are made up of many clusters of neurons, each devoted to specific – but often yet weakly understood – functions and processes. Scientists and marketers unite in pursuit of so-called ‘buying buttons’. These specific brain areas are particularly responsive towards alluring products, commercials or otherwise money-spinning marketing stimuli.
Imagine you receive some good news. An independent consumer panel has ranked your book as 7th best written, your shampoo smells the second best or the laptop you sell is ranked 37th on a list of hundred others.
Great news – isn’t it?
Smell. Isn’t it amazing how a dash of invisible scent molecules is able to transport you right back into a childhood visit to your grandparents? Or how the delicious aroma of freshly baked bread seems to lure you into that little bakery around the corner – despite your strict low-carb diet? And everyone recognizes that typical smell emanating from the box of your brand-new phone or television.
Imagine walking into a clothing store and the first thing you see is a rack of jeans clearly labeled “€49.99”. With this price in mind, you start looking at the different jeans. As you scavenge those denims, you might find something you like.
Now let's look at a different scenario: imagine walking past a display where you see a pair of jeans. When you walk over to take a closer look, you see that it says “€49.99” on the tag. Will you go in and look for the pair of jeans?
In both cases, the denims and importantly, the price are the same (e.g., you have the same kind of information). However, depending on which one you see first, will you make the same kind of decision?
Web shops are awesome. You have a 24hr delivery, you can read someone else’s review about their experience, and it’s super easy to compare prices between stores.
What’s less awesome about shopping online, is the fact that you can’t hold the product. You have to trust the reviews and wish for the best. And that’s where a lot of web shops can book a lot of progress. You need to make sure that product pages are displaying the product so eloquently that it feels like you’re practically holding the product. Then you’ll be able to remove the barriers from buying online, as opposed to offline.