With the main types of visitors to the online store, we decided in the last article, and in this one will talk about the so-called selling triggers, with which you can dramatically increase sales on their sites.
In general, triggers have many translations from English, personally I like the most translation of the “hook”, that is, a person falls into this trigger as a trap or bait. Even professional marketers are often caught in the traps set by colleagues in the workshop.
This is a kind of trigger, which forces a person to perform the action you want, for the online store is a purchase.
There are a number of businesses that work in certain seasons, they are usually associated with some kind of holidays, the simplest example: New Year’s Eve, when they sell Christmas trees, Christmas toys, order grandfather frost with snow cheesecloth on the house or on corporate parties, etc. The second example is March 8, when flowers are sold simply in unlimited quantities, all men congratulate women. Seasonality itself – a wandering factor for shopping, seasonally before the holiday people without looking, buy, because that’s how it is supposed to be, so if you have a business and online store is somehow sharpened for seasonality, the seasonal trigger you must use. All people, regardless of status, education and psychological type of buying something, so even if your business is not directly seasonal, you can use these seasonal bursts, for example, holding promotions during sales seasons, during some holidays, it also helps your business.
Very interesting effect, which is used in price lists, commercial offers, prices on sites. The simplest example: the most simple tariff that attracts attention in a special way – first, a person always looks from left to right (first he sees the tariff “expensive” – thinks that it is too expensive, then he moves from left to right and sees the tariff “average” and there is a figure that is a little less, and then he sees the tariff “PRO”, at an even lower price and the person understands that he is ready to pay. Then he already sees the tariff “free” and so he relaxes and thinks: “free is not enough functionality, so I buy the PRO tariff”. Most often the sales of “PRO” tariff are the biggest, because the attention of buyers is distracted by other figures and the person subconsciously sees the first “shock” figure and he can’t afford it, but then he realizes that the service is not that expensive, and from the realization and joy of this fact, he is ready to buy the tariff “PRO” right away.
The effect of habit.
There are some brands that people are accustomed to using – this is Aeroflot, despite not the best service, not the most convenient site, users point-blankly find and buy tickets or something else on these sites. How to achieve the use of this trigger? The service must be really good and attract customers. After many customers use your service, you will have some left – people who are used to you. Those who will use your service, even if there are competitors who are not worse, or even better. The effect of habit also works. How do you increase the effect of habit? This is a so-called program to increase visitor loyalty: to remind about yourself, to offer some discounts, small gifts, signs of attention – work with visitors to your resource, participation will undoubtedly cause addiction to your resource, they will be just in the habit of using your service, making repeated purchases, etc. This effect should also be used. In order to use it well, you need to work, increase audience loyalty.
The effect of the crowd
The crowd effect works very well, because no matter how much everyone wants to stand out, people are social: if we see that many, many people have used some service, we think that probably this service is good and we should use it too.
The effect of a light bulb
Why is it called that? The point is that back in the 30s of the XX century, ordinary light bulbs that we are used to seeing, were already quite common and produced enough in large quantities around the world and have become quite reliable. The life span of an ordinary incandescent bulb, which we have now begun to give up in favour of energy-saving bulbs, was several thousand hours. And it turned out that the demand for bulbs has stabilized at a fairly average, one might say, low level. Because people bought bulbs and they worked with them for years, as a result all manufacturers of bulbs gathered: General Electric, Osram and so on – all the world manufacturers of light bulbs gathered and decided to limit the life of incandescent bulbs to 1000 hours. They especially worsened the quality of their bulbs so that the lifetime of the bulbs was 1000 hours. After 1000 hours the bulb will burn out and the buyer should buy a new one. Thus, they have organized themselves a constant demand for their product, although, of course, now it is illegal, and for this would be punished. In short, the effect of a light bulb is an already planned property of a product in its obsolescence. For example, we come to the store and see some clothes, shoes, if it is written “new collection” – it is fashionable, cool and stylish, you have to buy, only the price is more expensive. Next to another shelf, which says “last year’s collection” and the price is several times cheaper. With the help of such ingenious beliefs of the buyer that it is now new, or outdated, we turn on the effect of a light bulb. This effect can be applied to any other product group, such as appliances, mobile phones, interior design. And the fact that the quality of the product may not deteriorate at the same time, just the product is outdated and becomes obsolete, uncool.
All triggers are based on fairly simple human emotions, often negative.