Thinking about a problem first is also a concern for e-commerce people: how to improve product conversion rate? This question is actually not so good, because the topic is relatively large.
So, let’s take a different angle and think about a simple one: Why is the conversion rate during the promotion period generally higher than usual?
It is estimated that many people immediately think of it: because the price cut brings benefits. Well, the price is a factor, but it doesn’t have to be a real price cut. Many operations often fall into a misunderstanding: promotion = price cuts; design promotions = to apply for low prices with the boss.
However, the price will definitely bring high conversion rate?
Obviously, there is a problem here. So, why do promotions often increase conversion rates?
The truth of the promotion: the user is anxious, the conversion rate goes up!
In a well-designed high-quality promotion program, the price is definitely only the protagonist on the surface. The real big BOSS hidden behind it is actually: how to design the user’s anxiety.
This anxiety will continue to urge users to place orders quickly:
If you don’t buy it, you will have to wait until next year’s “Double 11”!
Don’t hurry to grab a coupon of 200 minus 100?
There is still 1 minute left to end the event, too late!
The ultra-low-cost iPhone has been robbed, and the inventory is in a hurry!
These scenes are all very familiar to us. The constant rush, the constant accumulation of anxiety, and the rising conversion rate are the truth of the promotion.
Find the right way to see the essence of the problem.
Every time a promotion is completed, the operation is generally analyzed and summarized. However, in these analysis reports, it is often written: whether the data is good, the posters are not beautiful, the promotion channels are used, and the prices are lower.
However, if we reanalyze from the perspective of anxiety, can we see some differences?
Take the event page of Jingdong “618” as an example.
The main color chooses red that represents excitement and impulsiveness;
Use “carnival”, “crazy robbing”, and seditions such as large cash backs;
The three models are all anxious and full of exaggerated expressions.
I found out that, after changing the angle, we can see that the real doorway is from the poster: use a multi-element combination to create a promotional page with an anxiety.
Is it a little feeling now? You can then ponder the activity page of this Tmall 618. Keep an eye out for the money flying around, the rockets and the light that fly out of the air.
Next, let’s talk about the topic, maybe you will care more about this.
How can I design an anxiety?
I have summed up ten ways.
The first method: time constraints
There is not much time left, and the time that has passed quickly.
Why should the group purchase page have a countdown? And why use seconds, or even milliseconds, instead of minutes? This is the truth.
Let the consumer see that there is not much time left, and the time has passed very fast, so there is an impulse to buy quickly, and then you can’t buy it without placing an order.
“Double 11” on the same day 0 ~ 1 point, many businesses launched a spike product: the first 11 seconds 2 fold, the first 60 seconds fold up … time is set very short. The shorter the user, the more anxious the user is. Because I can’t think of anything, I will grab it and say it.
This kind of gameplay by merchants not only has a pulling effect on their own stores, but also brings the atmosphere to the entire Taobao “Double 11”.
So, is it true that the business itself thought of it? In fact, it is encouraged by Taobao. For the merchant, the bigger advantage is that the traffic is tilted to the Taobao platform.
The second method: a limited number
Inventory is urgent, limited sale, limited purchase.
In TV shopping, the host will always repeatedly emphasize how many people have called in, and only the last one is in stock, and they want to buy as soon as possible.
Hunger marketing, which is played by Jobs, is also the way.
From a psychological point of view, hunger marketing can not only create anxiety, let people start early, but also increase the value of products in the hearts of consumers.
In fact, not only is inventory rushed to have an effect, but also limiting the number of purchases, such as 2 per person. Some foreign studies have found that limiting the number of customers’ purchases can often increase sales by 50%. Even if you write a limit of 20, it will be effective.
The third method: shortness of breath
Hurry, fast, immediate, immediate, fast…
Such a rush of tone will urge the user to act quickly and have no time to think.
And if appropriate, with a few exclamation points, the anxiety increases again.
The fourth method: short copy of the copy
Grab it now!
Obviously, a short copy will be more urgent than a long copy.
In addition, it has the advantage of being easy to read and not dysfunctional.
Sometimes the user has a lot of product benefits, and the user is too lazy to look at it. Therefore, the reading rate of a short copy is generally higher than that of a long copy.
More importantly, if the typesetting is done well, the effect of attracting attention will be very good.
However, it does not mean that all places must use only short copyes, which is not necessarily good. Let the short copy appear in the long copy, which can achieve a more eye-catching effect.
The fifth method: emphasize the loss
Missed another year and the coupon expires after 1 day.
Emphasis on loss can often cause concern and awaken anxiety. The greater the loss, the stronger the anxiety.
In 2012, it was very popular that the end of the world said that the Maya calendar predicted that the dawn of December 22 will never come after the dark night of December 21, 2012.
At the time, such news spread widely and “frightened” many people.
The principle behind this is the “loss avoidance effect.” In the face of the same amount of gains and losses, the losses are even more unbearable. In other words, people are more sensitive to losses.
In fact, price cuts and discounts also belong to the emphasis on losses – there is no cost, no loss, or loss.
Sixth method: setting unfinished items
The “waiter effect” tells us that unfinished tasks are easier to remember.
The waiter’s memory is often very good, and I can remember all the dishes at the table, but once the guest has finished the checkout, you can ask the waiter what they ordered, and they don’t remember. This is the “waiter effect.”
People often remember the unfinished tasks. During this period, the more you think about it, the stronger your anxiety will be until the task is completed.
With this effect, we can design tasks that users can’t do in one go. For example, pre-sale activities, pay the deposit first, and then pay the final payment on the day of the event.
The seventh method: behavioral imitation
When we see others yawning, we will also yawn.
People have the habit of imitating, some behaviors are strong, such as yawning; some behaviors are not obvious, but it does not mean that there is no impact.
There are many scenes in the movie, and relying on the expressions and movements of the characters alone creates a tense atmosphere. The actors in the movie are nervous and the audience is nervous. So not only will behavior be imitated, but emotions can also be transmitted.
For example, in the poster of Jingdong 618, the model made an expression of anxiety, which will be transmitted to the user.
In addition, the “herd effect” we are familiar with is also a behavioral imitation. When you see that 98,077 people have paid, they often follow the order together. This is the herding effect.
The eighth method: speed up
Accelerate, you can mobilize “high awakening mood.”
What is high awakening mood? Psychology divides emotions into high wakes and low wakes. The emotion that makes people’s heart beat faster and blood flow faster is called high arousal. In this mood, people tend to have the desire to do something, such as jumping when excited, shaking when nervous, and punching with anger.
The low awakening mood is the opposite, it will make people do not want to do anything, such as depression, satisfaction.
In fact, a high arousal can increase the probability of placing an order. Speed up, you can mobilize the high awakening mood.
Apple has used this method. At the 2016 Apple 7 conference, I made a video of a flashing text release. The text in the video flashes quickly, the rhythm is strong, and the focus is quickly focused, so that the viewer’s heartbeat is also accelerating.
In addition to text acceleration, other things can achieve this effect by speeding up.
For example: look at a moving picture of 4x speed running;
Put a fast-paced dynamic music;
Insert a few very fast rocket patterns into the poster;
The ninth method: color psychology
Color psychology is a very practical area. The color scheme of the promotion page is very helpful for creating anxiety.
Tenth method: making trouble
Contrary to intuition, manufacturing trouble can sometimes increase conversion rates.
Various tutorials tell us that the shopping process must be very smooth and can’t be stuck, because every time the card is jammed, the user will be lost.
But in fact, trouble also has a positive effect. It can not only form an anxiety, but also stimulate the desire to conquer, let the brain enter a state of emergency, focus attention.
This method is used very frequently in the design of the game. Every game level is creating a hassle.
It can also be used in promotions.
For example, joining a member is eligible to purchase an active product. This kind of design is an identity recognition for members; for non-members, it can only be seen, can not be bought, it is trouble, so there is anxiety. In order to eliminate this unhappiness, I had to join the members to buy and buy.
From this example, we can also see that this method has two characteristics:
Often used in conjunction with other methods (such as VIP special offers);
Not necessarily valid for everyone, there are limitations.
Again, the talent is a minority, and the routine is for everyone.