The original article on three 'psychological triggers' is here and I thought it was a brief but interesting roundup. How often do we see these ‘triggers’ adhered to, and how worthwhile do we think they are?
The three triggers chosen for this article were:
- Clean design
- Reciprocity, aka freebies
- Initial trust/ "foot in the door"
They also mentioned colour as another basic trigger, as expressed via an otherwise black and white image, with a red heart. Which reminded me of the use of red in Schindler’s List. I’m not sure that’s what they were going for, but I get that it impacts.
Anyway, for clean design, the article suggested a simple menu with minimal, or as minimal as possible, choice and cited a nice jam experiment, which made me think about jam, and I felt happy. Apparently when faced with lots of varieties of JAM!, our brains become all jammed up with the overwhelming jamminess and we end up not buying any! Sob.
But when faced with a small selection of half a dozen jams, we are happy for jam and make our selection (and that's why there is a picture of jam with this blog post). Particularly on mobile apps, you're looking for an easy route to purchase or find info, or eat jam.
For reciprocity, they suggest that offering free gifts/samples/coupons creates a dialogue with customers and they are more like to give back , ie buy from you in the future because of the effort you have gone to. I know I am a sucker for a free gift, and have bought product after receiving a free sample.
The final trigger is about getting small commitments from customers and building up and taking a softly-softly approach to marketing, in order to build trust with a potential customer before they may their purchase.
Of course there are many other ways to approach ecommerce and ensuring customer connections, but I felt these three were worth mentioning again. Clean design is probably the most basic of the so-called triggers, in that this is usually considered at the early stage of any ecommerce website or app, whereas the marketing side will be part of the longer term and overall plan.
What do you think of the triggers - and what other triggers do you think customers are drawn to?