What you recognize is consciousness, what you cannot recognize is the subconscious. What drives people's daily routines, language, body and other behaviors is not the consciousness that we can think and calculate, but the subconscious behind them. The subconscious mind uses an unconscious way to influence the user's decision every second. In the e-commerce field, how to use the theory of psychology to design products to have an indescribable impact on users? This article will give examples from the following five points.
1. Shortage: Once you don’t buy it now, there will be no more
The idea that something may lose plays a very important role in people's decision-making. In fact, the idea of fear of losing something is more motivating than the idea of wanting to get something of the same value. Many people have the experience of renting a house. When we look at the house alone, we feel relaxed and feel at ease and observe little by little whether there are any problems or defects in the house. But when three people look at the house together, the situation is completely different. If you feel the other two people are eyeing you, you will be more tolerant of the problems and flaws of the house, or you will not see the problem at all. This is the terrible shortage effect. When we feel that something is limited in quantity and has a deadline, it often stimulates the urge to buy. Taobao’s “Tao Buy” and JD’s “JD’s “JD Flash Sale” all use this principle in the conception of the product. The product is only sold for 2 hours, showing the remaining inventory quantity. In addition, the words “Get Now” and “Hand Slowly” create a sense of tension in the activity. The trade details page once again reminds the deadline, remaining inventory and other information to stimulate users to place orders quickly.
2. Consistent psychology: I want to return my 5- star best-rated product?
Once a person recognizes something, he will support it more and actively seek different reasons, evidence, and information to support it in the cognitive process. This is true even if he later finds that it may not be exactly that, or even completely wrong. In fact, everyone has the desire to be consistent in words and deeds. Treating prisoners of war, the policy and line of listening quietly and verbal recognition is far from enough, and it needs to be written in writing. Its seemingly insignificant promises can make people perform more in-depth consistent behaviors. On the one hand, people have inner pressure to adjust their self-image to be consistent with their behavior; on the other hand, there is a more sneaky pressure outside, and people adjust their image according to the perceptions of others. Almost all e-commerce platforms have the function of evaluating products after confirming receipt. Many Taobao merchants have also launched the "Confirm receipt within X days, five-star praise and posting pictures to get XX". The main purpose of the event is to increase the praise of products and accumulate high-quality product reviews, etc. , but it also unknowingly reduces the return rate of sold products. After a customer makes a good review of the product, he will generally no longer question or even return the product.
3. Pursuing a bargain: The feeling of taking advantage
Successful marketing is not about how cheap your products are, but about making your users feel that you are selling very cheaply, and not buying them with you is a loss for them. In fact, what users want is not the advantage, but the feeling of taking advantage. Once, my mobile phone traffic was not enough. I turned on my phone to buy traffic. There were two packages in total, 9 yuan 3G traffic and 24 yuan 30G traffic. I chose the 24 yuan 30G package without hesitation. After thinking about it, the mobile company is actually promoting the 24 yuan 30G package. The core value of the 9 yuan 3G package is to make the 24 yuan package look cheaper, which means that customers can "take advantage." Double Eleven is actually to stimulate traffic by creating festivals, which is a reasonable outlet found by merchants to take advantage of users. Use daily prices as a reference, and attract a large amount of traffic through "Today's special offer" and "Only this day", so that you feel that buying is a bargain, and you will be influx into the Double 11 shopping tide without hesitation.
4. Social needs: If you love me, don’t talk nonsense, come and help me bargain
Humans are social animals, so sociality makes us unable to bear long-term loneliness, and we also desire a sense of existence and the pursuit of the meaning of life. This sense of existence and meaning comes from the individual's positioning in the group. After watching Hayao Miyazaki's "Goodbye Red Hanansaka" on the weekend, I was completely conquered by Aoi Shou's song "Farewell to Summer". I was not satisfied after listening to it for an afternoon. I found it on QQ music and shared it on WeChat Moments, which attracted a lot of likes from friends. Open Sina Weibo and see the news and events in various places. I will forward a Weibo post looking for relatives, praying for blessings in my heart, hoping that the lost family will reunite soon. During the event operation process, you need users to share your event. The user must share the event with his friends. During large-scale events (such as Double Eleven, Double Twelve, etc.), community operations can be distributed to user groups by sharing single products, activities, etc. of mini programs. Or through some interesting activities, attract people to share and achieve the goal of rapid fission. For example, the group buying gameplay, prize collection gameplay, bargaining gameplay, buy and get free gameplay, etc. are launched by the mini program now; at the same time, based on the special scenario of WeChat, social instant bonus reduction is specially launched. Through shopping in the mini program, after the payment is successful, users can get the "instant bonus reduction" of shopping, and after sharing friends or WeChat groups, they can complete the "instant bonus reduction" of the "instant bonus". Through such social sharing + preferential fund policies, if marketers use them properly, the mini program will bring a large number of new users to the company, and the purchase conversion rate of new users will also increase.
5. Herd mentality: The things she/he holds look delicious
In many situations, people lack knowledge about appropriate behavior and are unwilling to make mistakes in judgment or behavior, so they need to obtain behavior guidance from other ways. According to social comparison theory, when the situation is uncertain, other people's behavior is the most reference value. Bar waiters often put a few bills in their tray before the bar opens, pretending that it was left by the customer in front, in order to leave the impression that tipping the guests is the behavior that should be done in the bar. For example, in a not-so-delicious restaurant, as long as you see someone queuing up, it will inevitably attract a group of people to queue up to buy.
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