Triggers are used to awaken certain instincts that motivate people to make a purchase by influencing their feelings and desires. Marketing theory defines four categories of triggers that affect a person’s emotional state in different ways:
Final impact (motivate to make a purchase, call a sales manager or place an order).
Remote influence (motivate to subscribe or provide contact information).
Secondary impact (motivate to order additional services, purchase related products or place a preliminary order for the required product).
Viral impact (motivates the client to repost the company's content).
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Alexander Kuleshov
Alexander Kuleshov
General Director of Sales Generator LLC
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Each psychological technique is designed to awaken certain instincts and emotions of clients. There are three groups of instincts:
Natural instinct is the engine of trade
The first group of emotions includes the basic human instincts that are embedded in us from birth. First of all, we are talking about the desire for self-preservation, distrust of the new and the desire not to create unnecessary problems for ourselves.
Also, to the group of basic instincts we can add sex (we can’t live without it), haste and a constant lack of time.
The principle of trust triggers action on buyers
The rhythm of modern life is very intense: they are always in a hurry and always try to save time. Therefore, triggers of customer trust are express delivery, a simple order form (2-3 clicks), interactive maps, relevant goods and regularly updated information about them (availability of sizes and colors, product characteristics).
If we talk about the sexual component, then the presence of pleasant female or male images (the choice is determined by the theme of the resource) and online chats with photos of pretty girls contributes to an increase in conversion.
The desire for self-preservation is not the biggest obstacle to increasing sales. To do this, you can use customer trust triggers that guarantee security: exchange of defective goods, refunds in clearly defined cases, insurance. For example, bank clients feel more confident when they are offered deposit insurance.
It is also not very difficult to overcome mistrust : positive customer reviews (preferably in video format), certificates, diplomas and an informative portfolio that will tell the client about the completed projects and orders, freeing him from any doubts.
To satisfy the desire to get rid of unnecessary problems, you can use triggers that promise ease of use of goods and a simple purchase process. All useful information is posted on the site: product description with the main parameters, terms of ordering, payment and delivery, warranty obligations, online calculator. If the user finds answers to their questions, their attitude to the resource will become much more loyal.
You can also make life easier for visitors by holding sales, since if a client has certain limitations in the assortment, it is easier for him to make a choice. Many are sure that sales attract buyers solely by the opportunity to save money. However, it has long been noted that half of people buy discounted goods only in order to save themselves from the torment of the selection process.