Is your Digital Marketing Strategy Meeting Expectations?

The internet provides an environment of abundant choice and near limitless information. This means it can be incredibly challenging for buyers when making a purchase decision for a product or service.

Applying insights from behavioural science we can help people make more informed decisions.

By understanding how to apply behavioural science to your digital marketing content you will be better able to meet prospects’ needs and motivate them to make a purchase.

For example, website pages should be optimised to avoid the “paradox of choice” where having too many options actually limits our ability to reach a decision.

Prospects need to feel confident before making a purchase decision. Various factors affect their level of confidence. For example, having less knowledge about a product or service will have a negative impact. Providing trustworthy, proven content will encourage prospects to engage further and enhance your conversion rate.

How to improve your on line presence

To attract prospects, it’s important to look at what information you provide and how it is presented.

Behavioural science provides the guidance needed to understand effective content and how to optimise it.

• Social proof, for example reviews and recommendations.

• People favour decisions that require minimal effort. You need to provide information about the product or service and the options available in a way that is simple to comprehend.

• Provide key information early on in the decision-making process, for example explain prices to help people make a purchase within their budget.

• Consumers are influenced by how you relate to them emotionally as well as with rational considerations.

• Be clear with the benefits to be gained.

• Images should directly reflect and focus attention on the product or service.

Where appropriate apply the following principles;

• Share proven excellence in product and service quality.

• Clearly explain how the product or service will be delivered.

• Keep it simple, too many options can lead to indecision.

• Frame information in an appealing a way, remaining accurate and honest.

• Focus on emotional engagement.

• Include a clear “call to action”.

Optimising your on line presence to provide comprehensive, key information in a simple, engaging manner is not only important to improve consumer confidence, it’s also a big win for your digital marketing strategy.

Give us a call to explore how we can make you a digital marketing superstar!