Building trust is a serious matter, 81% of online shoppers are worried while shopping on an unfamiliar website.
Lack of trust could cause revenue losses and a long-term loss of clients. Is there a way of empowering and establishing long-term ties with inexperienced users? This post explores how motivations can turn users into customers and their effects on the business of e-commerce.
Type of Motivations
1. Extrinsic Motivators
Extrinsic motivation refers to behavior that is driven by external rewards such as money, fame, grades, and praise. This type of motivation arises from outside the individual, as opposed to intrinsic motivation, which originates inside of the individual.
Our first idea in creating website content is that extrinsic motivators have more impact. What could be better than saving money? Do this thing, get that reward. Freebies, discounts, limited time offers: these are what motivate people online. Or are they?
We must remain cognizant of personalization of the user experience, always upgrading and redesigning the website per the eternal question of users: “What about me?” This question can be answered on the best websites. However, how the approach has been established is key to learning more about what motivates people.
External motivators appear to have a larger influence on producing website content such as buying this item and following their social media accounts. These are the incentives users use for web services like freebies, discounts, and timed deals.
Many would believe extrinsic motivation relies on materialism: a new television, a larger home, the perfect holiday. These outward rewards would please us.
2. Intrinsic Motivators
Intrinsic motivation refers to behavior that is driven by internal rewards. In other words, the motivation to engage in a behavior arises from within the individual because it is naturally satisfying to you. This contrasts with extrinsic motivation, which involves engaging in a behavior in order to earn external rewards or avoid punishment.
In reality, customers want more than an easy solution and a shiny reward. They spend more time finding and shopping with businesses that are in line with their views, values, and lifestyles.
More information, choices and time are available to users. When we look at our screens, we question our extrinsic motivators and weigh our choices.
Self-sustaining instincts not only empower users. In a connected culture without prosody that makes nuances and tones distinguishable from the other, customers have become more aware of the old marketing ploys directed at extrinsic motivation. A Nielsen study on advertisement styles reveals that advertisements that interrupt assumed power are often used to discredit users. This is a real challenge for semiotic but also for e-commerce messaging.
What Can Motivate People to Buy from Your Store?
For example, you want to redesign your retail website to target young female customers under the age of forty.
Your call to action (what you want people to do) is to buy one, get one free to clear out your winter inventory to make room for your spring and summer clothes.
What would be their motivators?
They save money because they get to buy one item and get the other one free. (extrinsic)
- They sign up for your email newsletter to get more deals. (extrinsic)
- New clothes mean being part of the larger fashion trends. (intrinsic)
- Buying new clothes will help them feel beautiful and confident. (intrinsic)
Extrinsic motivators focus on impulse buying. Contemplative thinking and long-term strategies are taken into consideration with intrinsic motivators.
You can gain more conversions from all these motivators. There is no right and wrong approach when using intrinsic and extrinsic motivation.
Do not neglect the intrinsic factors in the website content. As you relate to customers, you get better results in a way that gives them joy in choosing you and being loyal to your brand instead of just buying to get a great deal.
How Can You Improve Your Website Content?
Digital Commerce has to be very cautious in checking the right CTA, product promotions, parsing through many reviews as possible, and broadening their communication channels of contact like blogs and social media to make it easier for your customers to understand your commitment and value.
A / B research is about the reduction of pain points for customers. The benefit of A / B testing is that you can regularly work through each of these fields, enhancing each one incrementally and continuously to improve conversions. In your ecommerce store, you can use A/B testing for:
- Experiment by introducing a top section for sales and promotions like 60% of customers are searching for it.
- Highlight best-selling items and deals on your homepage, helping clients make a fast and simple buying decision.
- Place a reassurance copy to your call to action to see if it works well.
- To find out whether it reduces the anxiety of your customers, add a testimonial, rating system, or some other social proof feature to your checkout page.
- Test product photos in various sizes and quality in your online store.
- The growing number of customers are worried about theft of credit card details. Check your payment system and verify its effect on conversion.
- Check to see if upselling related goods would increase your profits. This lets you test if it confuses or persuades consumers to spend more.
- Test how psychological pricing affects the bottom line.
- Start changing the colors to add-to-cart and buy-now buttons. Use them in various places around your website and learn what’s right for you.
- Update your product pages or checkout pages with a live chat tool to see if it produces more sales.
It is difficult to turn users into buyers and loyal customers. If you come up with a robust plan that is based on customer behavior, the results will amaze you. When you have your plan in place you would be in a better position to attract more customers, keep current ones and make it easier to convert. The above tests show you the best way to create customer loyalty and improve the conversion rate.
Guest Post by Epica
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