Why Digital Customer Experience and Neuromarketing Go Hand-in-Hand
Understand 6 Similarities Of Digital Customer Experience And Neuromarketing.
Figuring out how your customer’s tick improves the experience they have when stepping foot in your store or visiting your website. Once you understand the emotions driving your target audience, it’s much easier to meet their needs. The human brain is complex, though. Neuroscience is an emerging field that changes as researchers learn more about digital customer experience what makes us think and behave the way we do.
According to Infinium Global Research, the neuromarketing solutions market will hit $2 billion by 2024, growing by about 9.1% each year. Marketers see the importance of understanding the ever-shifting thoughts and emotions of consumers. Research is one small part of the overall picture.
At the same time, creating an amazing digital customer experience (CX) is vital if you want people to return to your business in the future. Neuromarketing and CX go hand-in-hand. Utilizing both allows you to stand out from competitors and create a business model people flock to.
Coloring the Customer Experience
Every element of your website works together to create the overall digital customer experience (CX). People might not know exactly why they do or don’t like a site or a store, but the impression lasts. Once you better understand the reasons behind behaviour, you’ll have a better idea of how to create a welcoming atmosphere.
Even the colors you choose create various emotions. For example, red can elicit excitement. Think about whether you want calm, soothing colors or something bolder and eye-catching. Use the senses to create emotion in users.
Even little things can have a big impact. If you run a brick-and-mortar store, do signs clearly mark where the customer should go to check out? Does the layout make it easy to find new merchandise? How can you improve the way a person feels when they enter and leave your store?
Bring Back Fun
The world can be a bit harsh, especially in the current pandemic climate. Think about what made people fall in love with your brand or product in the first place.
One example of a brand successfully tapping into emotions while creating an immersive experience for consumers is Hot Wheels. They set up racing displays with mini racing tracks, but let employees choose the track layout and get creative with the displays.
The iconic bright colors grabbed customer attention and reminded them of the fun they had with Hot Wheels as children. This encouraged a new generation of Hot Wheels users.
Find the Experience Gap
When surveyed, around 90% of small businesses said they think they are adequately meeting customers’ needs and creating a good experience. Unfortunately, only 9% of consumers say the same. There is a disconnect somewhere between what brands offer and what consumers want. Neuroscience can help make those connections by figuring out exactly what people want.
Part of the work comes through understanding the human psyche. There are basic emotions driving every human. Maslow’s Hierarchy of Needs shows us basic physiological needs must first be met, then safety and on up. If someone is hungry, they aren’t likely to spend time in your store browsing for a new outfit.
Know what level your customers fall on so you know what emotions to tap into. If they are worried about safety and you sell burglar alarms, you can explain how your product keeps them safe and helps alleviate their fears. Know what emotions they are feeling and the entire CX improves automatically.
Trust Trumps Everything
Unscrupulous advertisers have made consumers much leerier of promises than ever before. You have to prove to your users that you mean what you say and stand behind your product. How can you do that when they don’t know you?
Start with trust factors, such as adding reviews from other customers. You should also make your contact information easy to find. Make any return or exchange policies clear and fair.
You should also keep an eye on social media mentions. What do people say about your brand on the most popular platforms? If you notice a complaint, jump into the conversation and offer a solution. The more people see you standing behind your brand, the more likely they are to trust you.
Understand the Importance of Flow
Mihaly Csikszentmihalyi studied people who perform sequence-based motions and found they were more satisfied. He described this as “flow.” When a website has a delay or interrupts the customer experience, the human brain stutters along with the experience and it throws them out of the moment.
To create a better flow for users, ensure your site is as fast as possible. Go through each phase of the buyer’s journey and ensure every step moves smoothly from one step to the next. You should also check for any issues, such as forms that don’t work or a lack of visual feedback.
Engage four or five people to go through every aspect of your site and make notes on anything that doesn’t keep the user moving without pause. When customers have to deal with slow or interrupted features, whether online or in-person, it can make them feel impatient. The customer may act aggravated because their brain is frustrated with the process. Different people handle this type of issue better, but they may still leave and go to a competitor.
Merging Digital Customer Experience and Neuroscience
The more you study neuroscience, the better you’ll understand your customers. Once you get why they behave the way they do, you’ll be better able to fix problems in your processes. With a little attention to detail and some basic psychology, you can meet their needs and become their go-to brand for solutions to their problems.
Follow these 7 Neuromarketing campaign ways and measures to create an astonishing impact in your upcoming marketing plan.
Lexie is a web designer and neuromarketing enthusiast. She enjoys hiking with her Goldendoodle and checking out local flea markets. Visit her design blog, Design Roast, and connect with her on Twitter @lexieludesigner.