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如何刺激客户消费?看这4个营销心理学方法! - 建站知识 - 上线了sxl.cn广告商和营销人员都想知道如何让消费者更快下单,他们为什么会选择某些产品?而不是其他竞品?答案在于——营销心理学。研究基本的消费心理学现像,可以让企业和商家制定更详实的营销策略,通过了解人们为什么购买某样产品,企业也能为推动自身产品的销售做好准备。
为了帮助你了解这些知识,我们进行了研究并收集了几种不错的营销心理学策略。我们将告诉你这些原则中的每一项会如何影响消费者的行为,并说明如何运用这些策略。
- 营销心理学原理1—— 社群消费者行为
- 营销心理学原理2—— 稀缺性
- 营销心理学原理3—— 互惠
- 营销心理学原理4—— 诱饵效应
营销心理学原理1—— 社群消费者行为
根据社群消费者行为的原则,人们根据他人的行为做出决定。你或许会问了:这与营销有何关系?
当人们看到其他人使用并享受该公司的产品时,人们更有可能从该公司购买产品。
正面的评论,大量的活跃用户以及正面的用户生成内容,都会使潜在客户有更高的可能去购买你的商品。这些潜在客户,他们还没有使用该产品的个人经验,因此他们会参考过去的客户评价。研究表明,消费者更相信其他消费者对品牌的评价,而不是品牌对自己的评价。
那你该如何展示评论呢?当前客户对你的评价很好时,请征求他们的同意,在你的网站页面上分享反馈。「上线了sxl.cn」提供的建站服务能够直接添加你的社交媒体,更有冲击力地向消费者展示你的客户广告。
营销心理学原理2—— 稀缺
稀有物品很有价值。试想一下:诸如翡翠或红宝石之类的珍贵宝石,它们为什么这么贵呢?因为稀缺性使其价值更高。这是广告心理学中的稀缺性原则。
这个消费者心理学原则指出,如果人们感觉到某种产品出现了“短缺”,人们会在物品上赋予更高的价值。一项研究发现,当可用的巧克力较少时,人们对相同的巧克力饼干的评价就会更高。
- 应用于品牌营销时,稀缺性原则意味着:
- 如果消费者认为产品短缺,他们购买的可能性会更高。
- 这个概念开启了人们对错过的恐惧。
- 消费者不想错过可能很快消失的产品或机会。
因此,稀缺性产生了一种紧迫感,鼓励人们冲动购买。
为了营造一种稀缺感,你可以在你的官方网站上进行预售或供应有限的商品。在消费者行为心理学中,使用“供应持续时间有限”或“仅剩一天”之类的语言,使消费者知道如果他们不尽快购买将错过机会。你可以利用「上线了」网站开启预售功能,提前锁定用户购买力,刺激下单!
营销心理学原理3—— 互惠
当某人给你礼物时,你是否感到被迫要给他们一些回报(或者,如果你没有给他们任何东西,至少会感到心理惭愧)?在消费心理学上,这就是所谓的互惠规范。在营销心理学中,互惠规范意味着如果企业免费提供产品,消费者通常会感到对公司的亏欠。
举例来说,一家园艺供应公司向当前客户发送了调查报告和一包免费种子。由于公司给了他们礼物,购物者可能会觉得应该填写并退回调查表。
通过提供免费内容(例如电子书或文章)来使用此原理,以获取潜在客户的联系讯息。你可以使用「上线了sxl.cn」建设一个这样的营销网站。这个建站平台提供自定义表单、商城功能,不需要你懂任何技术,会打字就能做好了。你可以通过博客来展示你的免费内容,然后通过商城版块来进行商品售卖。
营销心理学原理4—— 诱饵效应
尽管这些原理中的大多数在关键营销之外都具有广泛的应用,但诱饵效应几乎是广告心理学所独有的。这是利用一种认知偏见:在某种情况下,引入第三种吸引力较小的选择,从而使价格昂贵的产品似乎比只有两种产品可供选择时更好。
当只有两种选择时,消费者可以直接比较产品的价格和质量。第三种选择改变了客户对可用产品的心理印象,使他们更有可能选择更昂贵的产品。假设一家公司提供了一项捆绑软件交易:
- 你可以以100元的价格购买文字处理软件
- 捆绑软件中文字处理和电子表格软件的价格为200元
- 电子表格软件的价格为175元
显然,不吸引人的选择是电子表格软件本身的“诱饵”产品,这使客户更有可能选择该捆绑软件的价格。在广告心理学中使用诱饵效果,方法是将商品分为三组,而不是两组,其中一个选项作为诱饵。显示单个元素与完整捆绑包相比的价格。使用「上线了sxl.cn」建站系统时,你也可以这么做。
使用「上线了」建站,再利用上述这些消费心理学来做品牌营销,你会吸引更多客户,现在就来试试吧!
「上线了sxl.cn」是一个专注自助建站与小程序开发的SaaS平台,针对众多行业提供多套小程序模板,目前已经帮助三百多万没有技术和设计基础的用户,通过上线了一键生成网站或小程序,快速建立品牌、获取客户、经营生意。2019年8月入选腾讯SaaS加速器首期成员。
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