Neuromarketing – Know What Your Customers Want

Can a website be more successful than others?

There are a couple of such questions that are very frequently asked both to those who develop web sites and to those who need a web site. To answer these questions, you should keep in mind that there is no magic or luck when it comes to web sites. There is a science involved covering several areas that will give answers so you can design your web site and reach to your purpose on the Internet.

Among several important aspects, one is common to the whole project: The Neuromarketing.

The Neuromarketing is relatively new field of marketing that began in 2002. It uses scientific information, study of cognitive processes, memory, behavior and psychology along with “traditional” marketing to increase the power of persuasion and suggestion of an item. Influencing the decision making of a customer on a particular product or service. It is a complex and extensive subject so I will just focus on their application to web sites.

Neuromarketing Applied to Websites:

The first question of this article was: “Can a website be more successful than others?”

Well, as I had previously written that it is not magic but science. Success of sites is “supported by three pillars”. Attention, Emotion and Memory. Based on these three pillars you can develop marketing plan for your web site, service or product and target your audience more accurately and more likely to “please” the interests of the same. The three pillars are:

1 – Attention

There are several ways to get attention. We can use graphics that are well designed using proper color, etc. But what draws attention to a web site is the information it contains. People search web sites just to know “everything” about a brand, product or service. Emphasize the proper information. It is important to show the advantages of your product or service, but it is equally or more important to show why your product or service is necessary and important to him. Let your website become the greatest source of information possible for your service or product.

2 – Emotion

When you open a site the first instants are visual search, that is, the person will “visually scan the screen” looking for some reference to his need. From this reference, the reading begins itself. So always use images that have context referred to what people seek.

An example: If you sell music service, put someone playing, or ear headphones and a clear image that reflects “joy” of that moment. It may seem pretty obvious, but if you search the internet for music sites, you realize that people put a thing that reminds something on the music. And why is it wrong? The science of Neuromarketing explains:

People do not identify with sinusoids drawings, images of speakers or headphones. People identify with people. See a person listening to music and happiness transmits the emotion visually, and almost automatically the visitor “put” himself on the person’s place. Creating the “emotional connection” between what he sees and what he feels when he hears music. Then always use images of people in action for your product or service.

3 – Memory

Because of the two reasons that are described above, the visitor will keep your brand or product, and respectively your website in their memory. An example of this: the vast majority of people remembers the singer’s name or the band when they like a song but finds it difficult to remember the name of the song itself.

This is because it is easier to memorize emotions caused by other human beings than by objects and words.

This order of 3 pillars is not presented by chance. The Neuromarketing also used a fourth pillar that was used to organize the first 3 pillars: Cognitive Fluency.

Research conducted in the field and in the laboratory on brain responses to visual stimuli, emotional and behavioral. Source images: SensoMotoric and NeuroFocus.

Streaming Learning and Organization of Information:

Cognitive fluency is the connection we make between ease and time and the result or satisfaction we get from certain actions or things.

An example of cognitive fluency in images is the perception of time. In one image, the left side is always associated with the “past” or “before”. And you’re right to “future” or “after”.

Another feature of cognitive fluency in images is the proximity between the “before” and “after”.  The closer the elements representative of “past” and “future” are, the stronger and bigger the feeling are that one has to speed and capacity to achieve results.

Similarly texts and descriptions of products, the best advantages or greater interest allow to describe last in the text. Also use texts in a closed circuit, semantic association, and textual cohesion, different language for each target, call-to-action appeals, deliberative discourse and many other marketing writing techniques.

There are of course many other factors that should be employed at the level of visual design and content of the web site. But using the concepts of Neuromarketing, the chances of succeeding are much higher. Scientifically speaking.

Although complex and vast subject. I hope I have presented the context and basic application of Neuromarketing so you can walk through these techniques which can help you to have more successful web sites.

Good Luck.