In today’s technology driven-world, getting and keeping someone’s attention is a difficult task. According to the Statistic Brain Research Institute and the National Center for Biotechnology Information, the average attention span of an adult in 2015 is 8.25 seconds. Furthermore, 17 percent of page views last less than four seconds.1 So what can a marketer do to grab someone’s attention in 8.25 seconds or less? Some of the most experienced marketers are focusing on psychology-driven strategies to better understand what their consumers truly want, need and desire to not only build engagement but also increase conversion rates.
1. Friend or Foe
First and foremost, if you want someone to stick around long enough to read your marketing messages and view your products, you must hook them right off the bat. When searching for a specific product or service, the website experience is extremely important. If you come across a website that is barely put together, doesn’t load properly and has an amateurish vibe, you won’t stay very long. It’s quickly onto the next option, because, as we know, it’s available. The first piece of information your consumers see is what will make or break you. It’s what will make them stay. Use copy, imagery and even price points to keep consumers interested in what you have to offer. This extra attention to detail can move your brand from the research stage to the consideration stage in the minds of the consumer.
2. Trust is Key
In a study done by Power Reviews, “70 percent of mobile consumers say they use product reviews to help make their purchase.”2 Consumers trust the reviews of their peers more than anything else especially if this is the first time they are doing business with you. Your messaging intrigued a potential buyer enough to consider purchasing your product, but the driving factor could very well be what a previous consumer said about your products. Provide customers with a forum to leave reviews and post them on your website. It’s true, not every customer is going to be satisfied, but being responsive to negative reviews with an apology and an offer to make things right also goes a long way.
3. Make Life Easy
Once you’ve gained the attention of a consumer to the point where they’ve made a purchase, influence repeat purchases by making life easy. Oftentimes, consumers lack the patience to go through the same long drawn out process every time they want to make a purchase. Encourage buyers to create an account. Not only is it easy for them to find what they’re looking for and check out quickly in the future, but also you have the benefit of collecting more information about your consumers. The more you learn about them, the better.
Using data collected through purchase history, online behavior and face-to-face interactions gives marketers the ability to truly make a consumer feel special. By offering relevant content, promotions and other incentives, you are making your consumers feel like they are part of something special. You’ve built a relationship and an emotional attachment is made. You have what they’re looking for. They need you.
Getting a consumer’s attention and earning his/her trust is a difficult task to accomplish especially as patience levels decrease and attention spans diminish. But by focusing on psychology-driven strategies, you can begin to reel potential customers in to create lifelong relationships.
2. Kasteler,Jordan. (21, July 2015). “Tapping Into the Buyer’s Brain With Psychology-Driven Marketing.” www.marketingland.com