You worked hard To improve your click rates – by performing hundreds of A/B tests for Find the right color of the CTAthe image of the product etc. However, your conversion rates do not increase enough. This is a problem with which all marketing specialists working in e-commerce face. Although there is no miracle solution, some precious lessons learned from behavioral economy can be applied. More specifically, through “nudging”. When done well, NUDGE Marketing can help stimulate omnichannel purchasing behavior. This is what we will see in this article:

The approach of nudging, what does that mean?

The aggressive sale or hard selling is very common in online marketing. We do everything we can to generate traffic and conversions By carrying out an aggressive targeting, By buying keywordsin creating backlinks etc. It is not necessarily a bad thing, but there is a softer approach.

You can Bring people to adopt the desired behavior So kindly that they will not even notice it. You can make your CTAs so attractive that people will be forced to click on it. This approach is called “nudging”.

NUDGE is An inexpensive and not intrusive means to change bad habits and to encourage certain choices. In the area of ​​sales, one of the ways of achieving it is to highlight the specific characteristics of a product that appeal to the buyer.

These Subtle messages but effective facilitate the decision -making. They act as Relevant behavioral triggers that act at a person.

What is marketing nudge?

The idea is simple: if you subtly promote a choice you want people to make, they will naturally go there. But of course, It must be a simple choicewhich should not prohibit or inhibit the behavior you do not want.

So, instead of “attacking” your customers with a too seeing / exaggerated CTA, you should push them slowly towards the action using subtle clues. This is a consumer influence strategy which consists in manipulating how and When the information is presented to consumers in order to orient them towards the desired behavior.

Now that you understand better what nudge marketing is, let's see how to set it up:

1. Understand who you are addressing

First of all, it is essential to know your target audience well. If you do not know who you do marketing, you will not be able to use the words and sentences that will seduce them.

Put your hands in the data. Pick up Your BUYERS PERSONAS To have a better idea of ​​their interests, their habit and their personality. Go further than demographic data in Analyzing psychographic profiles of your customers.

2. Analyze the USP (unique selling proposition) of your product offer

Once you know what your customers are looking for, find common ground with the products you offer. Here is Some standard psychological principles that can apply to any offer of products:

  • Social proof : For 10% of your best sales, use messages such as “best seller”, “favorite of the season” or “popular”.
  • Rarity : For products that are out of stock, exclusive offers or limited editions are to be highlighted.
  • Authority : Do you have products that you, your designers, your producers or other parts recommend? Let your customers know!
  • Innovation : Products using new technology can be highlighted with tags such as “innovative technology” or “advanced design”.

Besides that, you can also Describe the more functional advantages If your products are organic, waterproof, original, or any other feature that you know how to seek by your buyers.

3. Write and test text variants on selected products

Take the USP of your products and create as many variants as possible. Even try to put the labels in different colors to attract the attention of your customers.

Then select a handful of products that will wear the labels. Remember that you are trying to reduce the overload of choice for your customers. So don't choose too much. Otherwise, the labels will become ineffective because they will not sufficiently limit the choice.

Once the content is ready, it's time to start tests. You are now used to A/B tests, it's time to Launch in multivariate tests. Run different tests on selected products to determine which copy is the most effective in stimulating the desired behavior. You can also use AI to rationalize this process.

4.

As with any test, iteration is essential. Make sure check To see which are the most efficient. This data can also provide an overview of techniques that resonate best with your audience. Are they more inclined to respond to messages of authority or social evidence? You can even use this information in your cross-channel communication.

Advantages for the company and the consumer

For the consumer:

  • Enlightened choice : NUDGE Marketing helps consumers make more enlightened choices by presenting information in a more understandable and direct manner.
  • Improvement of well-being : Some nudges are designed to encourage healthy behavior, such as eating better or doing more exercise.
  • Savings : Nudges can direct consumers to more economical or financially financially advantageous products.
  • Improved user experience : NUDGE Marketing can improve the purchasing experience by making the process more intuitive and less stressful.

For companies:

  • Increase in sales : Well used, marketing nudge can increase sales by subtly influencing consumers' choices.
  • Customer loyalty : By creating a positive user experience, companies can increase the loyalty of their customers.
  • Positive brand image : Using nudge marketing ethically can improve brand image and company perception with consumers.
  • Innovation in marketing : Integration of marketing nudge into commercial strategies can position a business as innovative and at the forefront of marketing trends.

Some concrete examples of nudge marketing

Product labels

The product labels are important for 2 things ::

  • They attract attention on a specific product,
  • They reveal something On the product that speaks to users.

Intelligent notifications

Intelligent notifications are Strong incentives Because they provide a variety of information, for example:

  • The display of new products;
  • Information on brand image;
  • Transmit messages on a product to make it more attractive;
  • Show discounts/offers;
  • Encourage registration/recordings.

For e-commerce sites, Pop-up notifications can increase registrations 600 %. But intrusive notifications can also harm the UX. Make your notifications be Subtle, informative, well designed and convincing.

Increase autonomy

When users feel like it is controlling their online journeyyour offers and products gain credibility.

Try to increase autonomy on the site. These “nudges” work because you can show several options without inflicting an overload of choice. A subtle mixture of libertarianism and paternalism which works very well.

For example, product recommendations offer An assortment of products among which the customer can then choosewhich allows him to self -determinate. Things like:

  • “The best choices for you”;
  • “You might also love”;
  • “Your favorites”.

Online opinions

Notices are stimuli that modify the choices by revealing more information on a product, a website or a business.

In the context of word of mouth, The evaluations have a lever effect on social evidence and therefore constitute a Powerful method to influence behavior:

  • 93 % Consumers claim that online opinions influence their decision -making.
  • People do more trust to their peers only to companies.
  • 41 % Users read online reviews before buying a product.
  • Over 50 reviews On a product cause a increase average income of 4.6 %.
  • Social proof still has More influence than prices down.
  • The opinions which rely On social proof strengthen confidence buyers and Reduce stress Linked to the decision -making we all know when we make online shopping.

Even bad reviews are effective stimuli. This is called thetarnish effect – When minor negative information does not prevail over positive printing What you sell. That also strengthens confidence in your brand.

For example, a seller will often add some “against” unimportant to a product or service when he explains it to be more persuasive. You can also include an overview of the advantages and disadvantages of a product in your product descriptions for more complex products.

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