Toda empresa procura entender melhor a mente do consumidor para melhor traçar as suas estratégias. Sabendo disso, a empresa consegue ser mais assertiva em agradar ao cliente e consequentemente, fazê-lo comprar mais.
Para alcançar esse feito é necessário utilizar alguns artifícios para melhor compreender o pensamento e atitudes do público-alvo. Para isso, a psicologia do consumo ajuda a esclarecer diversas incógnitas que colaboram para que os e-commerces consigam a cativar mais pessoas e consequentemente, vender mais.
Portanto, confira nesse artigo algumas estratégias envolvendo a psicologia do consumo que podem contribuir para o desenvolvimento das suas vendas online.
Mas afinal, o que é psicologia do consumo?
A psicologia, visando compreender um pouco melhor o que leva um cliente a comprar ou usar determinado produto ou serviço, designou um estudo específico para essa área. A psicologia do consumo é um campo que estuda a mente humana no que tange a sua decisão de compra, envolvendo não só o campo psicológico, mas também sociológico, econômico e antropológico.
As Empresas que buscam entender esse comportamento do consumidor, bem como as suas preferências, saem na frente da concorrência. Os e-commerces que trabalham com cliente final (B2C) precisam focar nas necessidades básicas e desejos dos consumidores. Como conclusão desse entendimento da mente do consumidor, todas as ações serão pautadas nos gostos do seu público, o que consequentemente aumentará a sua competitividade e vendas.
Técnicas no ponto de venda X E-commerce
As estratégias no ponto de venda e no e-commerce, apesar de terem algumas semelhanças, apresentam características distintas. O ponto de venda tem a grande vantagem do cliente poder experimentar o produto antes de compra-lo, além da de poder leva-lo para casa no ato da compra. Os vendedores, na maioria dos casos, têm influencia direta na decisão de compra do cliente, pois com uma boa conversa pode influencia-lo a comprar determinado produto.
Em contrapartida, as vendas online já não permitem essa interação entre vendedor e cliente. Por essa e outras razões é necessário que a estratégia nesse caso seja ainda mais convincente. Para conseguir isso, algumas técnicas são indispensáveis para atrair o cliente e deixa-lo seguro da decisão que está prestes a tomar.
Alguns fatores que influenciam o cliente a comprar em determinada loja online são:
- Bom Preço;
- Descrição clara sobre as características, benefícios e modo de uso do produto;
- Fotos nítidas;
- Fácil finalização da compra.
Entretanto, não existe uma fórmula mágica para fazer o cliente comprar na sua loja e não na concorrência. Desse modo, é preciso estar ciente de que esses fatores podem vir a influenciar ou não.
Gatilhos mentais para e-commerce
Nosso cérebro recebe a cada instante uma série de estímulos que nos fazem tomar determinadas atitudes. Sendo assim, no campo comercial, a estrutura do site e o diferencial dos produtos disponíveis na loja online precisam incitar os consumidores a adquirir os produtos da loja.
Existem alguns gatilhos mentais, também conhecidos como mecanismos cognitivos, dentro da psicologia de consumo que podem contribuir a favor dos negócios online. Veja os 6 principais abaixo.
1- Urgência
A correria do dia a dia tem tornado as pessoas cada vez mais imediatistas. Com tanta informação disponível, a necessidade de ter o que se deseja na mesma hora tem se tornado uma sensação constante. Como não poderia deixar de ser, as empresas utilizam esse senso de urgência para captar novas vendas.
Momentos específicos como Black Friday, Natal e outras datas comemorativas tendem a ativar o gatinho da urgência, o que gera um maior número de vendas para o e-commerce.
2- Escassez
Com certeza você já ouviu falar no ditado “Quando perder, vai dar valor”. Ele se aplica perfeitamente no campo comercial. Quando as lojas colocam alertas como “últimas unidades” ou “vagas limitadas” o gatilho mental de escassez está sendo ativado. No e-commerce, essa estratégia pode contribuir positivamente para que os consumidores comprem rapidamente o produto em questão, por medo de perderem a oportunidade.
3- Reciprocidade
Pode parecer estranho, mas a reciprocidade também é um gatilho que pode ser aplicado no âmbito comercial. Quando a sua loja online oferece algo a mais ao público, consequentemente eles se sentem mais atraídos a comprar na sua loja. Por exemplo, oferecer um brinde ao cliente que comprar determinado item da loja virtual é uma forma de reciprocidade.
A reciprocidade sem dúvida alguma é um dos gatilhos mais importantes, porque dessa “gentileza ao cliente” é que depende a fidelidade do mesmo.
4- Autoridade
Casa vez mais o gatilho de autoridade tem sido trabalhado pelas as empresas, por ser uma forma de passar confiança para o consumidor. Essa autoridade pode ser demonstrada através de conteúdos no site sobre assuntos dentro do universo do portfólio que a empresa oferece como também, convidar algum especialista sobre o assunto para fazer a divulgação da marca ou produto.
5- Antecipação
A ansiedade está presente na rotina de milhares de pessoas e isso se reflete nos modos de consumo da sociedade. Por essa razão, muitas lojas aplicam o gatilho de antecipação para envolver os clientes. Um bom exemplo disso é quando uma loja está prestes a lançar uma nova coleção e faz a pré-venda no site. Os consumidores tendem adquirir aquele produto mesmo antes de ser lançado para não correr o risco de não conseguir comprá-lo depois.
6- Prova Social
Este gatilho da psicologia do consumo faz total diferença para que um cliente compre em uma determinada loja virtual ou não. A Prova Social se refere às avaliações e experiência que outros clientes tiveram com a sua marca ou loja. Pesquisas recentes apontaram que a decisão de compra do consumidor está diretamente relacionada aos depoimentos e comentários que observam na web. Quanto maior o número de críticas positivas a respeito da loja, maior será o índice de vendas.
Conclusão
Utilizando sabiamente esses gatilhos da psicologia do consumo, o e-commerce tende a crescer em torno de 20% ao mês. É claro que precisamos lembrá-los de que isso não é uma regra.
Todo o trabalho online requer um tempo para começar a dar resultados. O segredo do aumento das vendas e do sucesso online está em trabalhar constantemente as ações e estar sempre trazendo algo de diferente e interessante para o público.
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