The beginning of the 21st century has been characterized by a transition from the use of analog to digital media. The incursion of various segments of product and service offer to the Internet has not been free of great challenges that have put in check some activities such as print media and the projection of tapes, to name a few examples. However, other activities have found online solutions a true growth option.
The commerce during the beginnings of the irruption of the solutions in the network was not affected much. While the internet will not be able to overcome the shopping experience in physical establishments, stores were very cautious in their digital foray. However, progress in the speed of data exchange, the massification of computers and cell phones, and greater banking have allowed a greater and successful migration of both stores and consumers.
Part of this success is due to the fact that the large chains have managed to adapt the biases and drivers that dominate so well in face-to-face media to their offers on the internet. In this way, they are able to induce a more active response from consumers. The application of these techniques would not have been possible without market research. Today we review some of the most common and well-known techniques:
- Rounding bias. The human mind is very given to working with minimum effort since it is a natural instinct oriented to obtain maximum efficiency with minimum effort. $ 99.00 is more attractive than $ 100.00 Although objectively the difference is minimal, the first price is interpreted as much cheaper than the first because the rounding occurs most of the time towards smaller numbers.
- Comparison bias. In this case, it is about offering three versions of the same product. In this case, the smaller and larger versions usually have a price-quantity ratio that is proportional to each other. However, the medium presentation has a higher cost than it should have if it followed the principle of proportionality. This in order to make the presentation look more attractive than it really is.
- Scarcity driver. Knowing that a good or service is in short supply and may become unavailable, either temporarily or permanently, prompts people to rush a purchase. Examples of the application of this impulse are in the online sales fields of the type «x people are seeing this same product right now» or «there are only x copies left».
- Discount driver. Presenting a cost reduction tends to predispose a purchase on many occasions. Many times the «original» price is shown crossed out or it is indicated that a reduction of the original price is obtained by a percentage. The promise of obtaining something at a lower cost than the real one generates in several people a satisfaction that is sought to be replicated as many times as possible.
There are many more biases and drives that apply to online sales. Its use and effective application, as we said above, is the product of years of research on people’s behavior and consumption patterns. Not everything is said. Knowing consumers is an ongoing task. At Acertiva we put our experience at your disposal to achieve your goals. Contact us today and we will gladly answer your request.
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