Using behavioural cues for decision making
By Roberto in Demand Generation,Digital tool,Uncategorized
How consumers decide sometimes isn’t as logical as we’d like. Instead of relying on rational thinking, often buyers will use a cognitive short-cut to choose their purchase. This cognitive short-cut is sometimes described as an irrational ‘gut feeling’, but actually it’s a complicated myriad of thoughts based on what the consumer will potentially get or lose from making that decision.
Breaking through the choice paradox
There’s so many options available for any kind of product offering that buyers are often faced with a paradox of choice. Exploiting behavioural economics through interactive content to help your buyers make their decisions can assist with making the choice process easier.
- Early education leads to preference
Having an interactive tool as an early lead generator can kick off a process known as ‘anchoring’. It’s a cognitive human bias that makes the buyer depend upon the first piece of information that they came across for your product. If you make this first piece of information more memorable through an educating app or online game, you can benefit from anchoring in their later decision making.
- Keeping you in mind
There are so many static messages being thrown at your audience that you need something that will stand out from the crowd. With something interactive, you increase the unusual factor of your message. Through the ‘availability’ heuristic, it’s been shown that slightly different approaches to product marketing tends to allow the memory of it to be revisited again. Making it more available for purchase choice.
- Narrowing the choice matrix
When framing your product offerings, remember that less is so much more. Creating interactive content that showcases a few products – rather than a whole catalogue – will increase the likelihood of them purchasing one of the product offerings.
- Great by association
Using something like a well-designed interactive personality quiz matched to your product offering means that you can associate something about the individual to your product. ‘The Forer effect’, or ‘the Barnum effect’ relates to people liking things that attribute general traits about themselves. Interactive personality quizzes are perfect for this.
- Interactive attributes
Develop an interactive tool that focuses on a few specific attributes of your product offering. This will take advantage of your customer’s tendency to pare down what they know about your product to simple soundbites for their decision. A sort of mental pros and cons list. If you can make the attributes that you want them to consider more memorable through interactivity, they’ll be included in their decision process.
We’ve found that our approach to matching interactive tools with behavioural cues can help to narrow your buyer’s choice matrix. It can also help with making you the product offering that they think of, when they’re coming to a decision. To learn more about our strategy and how it can help you, contact us.