Have you heard of the term ‘neuromarketing’? It refers to the use of cognitive science and technologies to analyse the response of consumers to a certain marketing stimuli. This field has gained popularity because it helps marketers anticipate their customer’s unconscious emotional and logical reactions with the purpose of influencing their purchasing decisions.
An example of a tool used for neuromarketing is Functional Magnetic Resonance Imaging (fMRI) which analyses biological responses such as breathing and heart rate as well as skin responses also known as Galvanic Skin Response (GSR). Other techniques are electroencephalography (EEG), Facial Coding Analysis, and eye tracking.
Why Should Affiliate Marketers Use Neuromarketing?
As you may already know, the better you can predict the consumer’s behaviour, the more likely you will succeed in creating strategies that will lead to a sale. The main conclusion from neuromarketing is that buying behaviour is in fact more irrational than we would think. So, if we analyse these emotional responses we can have more control over the buying process and its results.
While it’s very likely that most digital marketers won’t have degrees in neuroscience or the resources to implement these technologies, you can however make use of neuromarketing findings to develop better strategies.
How Can Affiliate Marketers Use Neuromarketing Findings?
When you are looking to trigger an unconscious response in your site visitors, web design is a hugely important aspect. Here, you can use strategies based on neuromarketing to switch on your customer’s emotions by implementing changes in elements such as:
Consumers make up their minds in a little as 90 seconds and colour has up to a 90% impact on this evaluation (although responses to colour also depend on the context and culture). Some examples of emotions are shown on the following graphic:
As much as everyone wishes to be unique and original, we also care about what about others think and often look to what others are doing when we are not sure how to behave. Therefore, always show some proof that whatever action you want to get from your readers, it has been done by someone else before.
Legitimate testimonials, other customer reviews, comments sections and social sharing metrics are great forms of social proofing.
Words are also emotionally engaging. Our brain responds differently to sensory metaphors or words associated to sensations, such as texture. A simple change in words could make your message more memorable or create a higher impact. When writing your product reviews or blog posts, try using adjectives that evoke emotions.
For example: Reduce Abdominal Fat -> Get Firm and Toned Abs
Using words that inspire action or highlight results have also proven to be very effective. Make sure you always mention a benefit, time frame and outcome when writing your headlines. For example:
How to Get Firmer Abs in 2 Weeks To Look Better this Summer
Other Design Elements
Studies based on neuromarketing have shown that elements such as background colours and images can also influence subconscious responses.
You can use your logo and brand image to make your content recognizable in order to unconsciously build brand awareness. Use your logo in your pages, social media header images, infographics, and signature. Are you a blogger? Use your profile image consistently throughout your social media pages and website – you are your own brand. Introduce formatting elements in your logo, such as font types, colours, and bolding to trigger emotions.
Not only you can use images to evoke emotions, you can also use them to direct your visitors to action. Some of the findings in neuromarketing are:
People smiling could have a significant effect in people’s behaviour :
A study conducted by the University of California San Diego and University of Michigan compared the use of an image of a neutral face and a smiling one and measured consumer behaviour associated with unconscious emotions. Participants were willing to pay more for a drink after being exposed to a photograph showing a happy face.
Image positioning and direction:
Considering that reader’s eyes move from top to bottom and from left to right, you can use images that suggest a direction (a person whose gaze directs towards a textbox, a person kicking something etc.)
An example of how Coca Cola has been using images anticipating unconscious reactions:
Content Layout and Usability
Eye movement studies have proven that it’s possible to create an impact on your visitors by arranging a website’s content in a way that makes it easier to read. In short, your content should be scannable. Ways to help your readers understand your message without even having to read it are:
- Bullet-point lists
- Call to Action buttons and images
In summary, the aim is to make the user’s experience as positive, easy and feel-good as you can. Don’t forget, you will also need a solid communication and creative brand strategy to influence your readers effectively.
But even if you don’t have the resources to invest in complex neuromarketing measuring tools, you can use neuromarketing findings to unconsciously influence the way the consumer behaves when viewing your site.