During the Web Marketing Festival, held in July in Rimini, we had the opportunity to delve into important topics of neuromarketing applied to the web.
One of these, presented by Andrea Saletti , a well-known neuromarketing expert in Italy, is the One Second Strategy , applied to e-commerce.
Let's dig deeper together!
According to the Mobile Marketing Association, with a 2018 study, the average time a person spends, while scrolling through the social feed, in deciding whether a post needs to be explored in depth is 1 second. This modus operandi on social media therefore becomes a real general approach on the part of the user . So yes, it is valid for all social media, but also for other online browsing content, such as a landing page or a website.
"Quel secondo" must therefore become the point of reference for the creation of design and communication in general.
When a user lands on an e-commerce page, he evaluates whether he likes what he sees on an emotional level in a very short period of time: emotions are
the only means that human beings have to generate motivation, that is, the moment in which one decides to logically delve into a content.
What happens in one second of time in the human brain?
Antonio Damaso, one of the most famous neuroscientists, claims that in about 3/4 of a second the brain, once it receives a stimulus, associates an emotion.
At the first second completion, analytical reactions intervene, that is, we try to understand what is happening.
There are therefore automatic mechanisms that come into action when the user sees content:
- people and faces in pictures attract attention : when we are born the first thing we see is our mother's face, which at that moment corresponds to survival
- most people when they browse social content are looking for "a person they trust" : if the man recognizes a face of a person or a brand he trusts there is a greater chance that he will read the published post. If you do not know the person/brand who published the content, the ability to attract attention with images is crucial.
"The biggest challenge for an e-commerce is to convey uniqueness while respecting conventions." A. Saletti
If the elements on a website are arranged differently than on sites where the user has already made purchases, he has to orient himself and wastes time.
This is why cognitive fluency is so important: the human tendency to prefer/act on things that are familiar and easy to understand.
The user automatically recognizes the structures of e-commerce, blog, social or landing page: therefore to make the difference in the "first second" we must arrange the elements of the website as the sector to which it belongs and aim to make the difference on the details.
For example, visual is one of the factors that can make a difference.
How to make a difference in the first second of a user's attention?
Communication is constantly evolving and follows the needs of society. Lately it is moving more and more towards "ethical communication": that is, giving people what they really need.
It is therefore necessary to divide the levers into two large categories:
- extrinsic levers : that is, levers that work outside the product (e.g. time-limited discounts, free shipping, reviews, last available pieces).
Extrinsic because they can be applied independently of the product for sale. However, these are not effective if the user does not perceive a great value about the product.
- intrinsic levers: these are all those levers that have the objective of making evident the change that the product on sale will make in the life of those who buy it. These cannot be reapplied to other products of a different nature.
The value of change that a product/produces allows extrinsic levers not to appear manipulative.
In one second it is not possible to communicate the entire intrinsic value of a product, it is too short a period of time, but it is possible to understand what the segment of the public we are addressing is looking for.
What is the most significant value change that my product/service can bring to my target?
We therefore refer to what our customer wants and is looking for, not what we think: the real need must therefore be analyzed . Through data but especially microdata we can obtain a lot of information.
In the first second what works is the union between what is impossible to avoid emotionally processing, that is, images and an emotional text.
How to choose the image with a view to "changing the user's life"?
Your image (and a short, easy-to-read text) must answer at least one of these questions :
How will he solve his problem?
What kind of person will he become?
Where will it be located?
Which people will he meet?
What moments will he experience?
What professionals will you be dealing with?
What experiences from his childhood will he be brought back to?
How will he feel?
How will he see the world around him?
This is the first step towards generating motivation in people's heads.
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