According to Nielsen’s survey, 93% of Europeans made at least one online purchase. That is the potential of e-commerce, and therefore of affiliate marketing. How can you harness this potential? First of all, you need to optimize the effectiveness of your own internet business.
Here are 5 factors that can help attracting attention of your users.
One of the most frequently indicated factors motivating people to buy a product are price deals. Discounts have always been attracting customers, but since, thanks to group buying, the number of such online offers has increased exponentially, users
do not rush into purchase just because the price is reduced. Discounts are simply not as enticing as they used to be.
So remember – discounts are attractive only when the product itself is attractive and desirable.
It is also recommended to spare customers strenuous calculations – instead of % discounts, offer a specific sum, e.g. 50 $ off.
In a nutshell, if something is in short supply, it is more coveted. Even though, this technique has been frequently used in marketing, it is still very effective. Don’t we all rush to book a hotel room on Booking.com after seeing a notice that there are only
2 rooms left (I, myself, often fall for this old trick)?
This rule can be used in campaigns in two different manners:
Don’t we often hesitate to make a purchase just because shipping cost is too high? It is so, because we perceive the shipping cost as a loss, and not as a gain like it is with the product we buy. That is what makes shops offering free shipping so popular. According to David Bell from Wharton School of Business, „a free shipping offer that saves a customer $6.99 is more appealing to many than a discount that cuts the purchase price by $10.”
A psychological experiment (McClure and others) showed that people prefer smaller but immediate rewards to bigger ones, if they are delayed. This rule works great in marketing – if we have to choose between a product that we can get in 2 days and one for which we would have to wait a whole week, most of us will choose the former, even it is more expensive. This rule applies not only to delivery dates, but also to marketing messages, e.g. through the use of the word „immediate”.
Customers attach great importance to opinions of others (even if they won’t admit it). According to Peter De Vries’ and Ad Pruyn’s research, sales of a product that is recommended by other clients is 20% higher. That is why you should include product reviews and opinions of other clients (they are valued even higher if they contain customer’s photo). Another way of using opinions of the customers is adding to your website a section called „Customers who bought this item also bought.”
These are only few methods of influencing your customer’s decision making process. If you are still wandering what else you can do, start observing yourself, your shopping habits, and what makes you choose one shop or product over the others.