Can you influence traffic decisions?
If a user is faced with an economically relevant decision for the operator (e.g., adding items to the shopping cart or filling out a contact form), the website must motivate the potential customer to act in a way that is correct and relevant for him. Since the brain bypasses cognitive effort at every opportunity, this motivation should be as implicit be. In the form of a bridge between the store article and the consumer's brain, so to speak, via which a subtle "go ahead, decide to do this" message is transported.Willing zombie customers? No, so
The price of manipulation
One can observe again and again that these manipulations partly work very well and have a strong influence on the decisions of the visitors of a website. Since these decisions correlate directly with the business result, it can only be good to turn the manipulation screw as much as possible.But ...Manipulating motivation only brings a short-term uplift. In the medium or long term, it is too expensive and promotes operator interchangeability, as the customer's primary concern is lowest prices at maximum performance. Since e-commerce today is in a decidedly competitive environment, moving more and more towards a cut-throat market, shrinking margins and increasing interchangeability are exactly what operators don't want.In addition, price cuts and promotions naturally attract even more competition, so that net prices for products and services tend to fall further. The Internet in particular has manifested an expectation among customers (themselves) in this way.Thus, according to the HSG, a full 76.7% of online shoppers surveyed said that price was the most important criterion for online shopping. Countering this home-grown expectation with further price reductions leads deeper and deeper into a vicious circle, because getting customers back to the point where they are willing to pay higher prices for something requires really very good arguments - and a new strategy!Selling only on price is expensive and can therefore only be propagated until the second most efficient falls below the profitability threshold. It speaks certainly nothing against it for individual articles and short periods sales-promoting on the action decisions of the visitors to affect. But the strategically important success factors in e-commerce have shifted to values such as customer lifetime value, genuine added value and service excellence. The customer, the relationship with him and knowledge about him are more important in the medium term than short-term uplifts in scaling via traffic. In short, it's all about customer loyalty.
Websites want loyal customers
Manipulation works, but it costs a lot of money and prevents true customer loyalty. If the budget required for manipulation is no longer available, the lack of loyal customers is very painful for the entire business model. The price hunters are then gone. Loyal customers, on the other hand, stay. If customer lifetime value comes to the fore (and this is currently already the case), then new customers must become repeat buyers. And so the value of a customer is inextricably linked to their loyalty.As a company, you want to have loyal customers. Apart from that, loyal customers are also the happier customers, which has a positive impact on the return rate, among other things. So relying on loyalty is a win-win situation for both sides. However, this must first be established. Unlike manipulation, however, the visible results usually take a while to materialize. But it is worth it. -----------------------------------------------------* Timo Oelerich is a specialist for e-business, e-commerce and online marketing projects with a focus on increasing the overall efficiency of online sales solutions through conversion optimization as a higher-level meta-discipline. Other key areas of expertise: Project management, web analysis, information architecture, usability, e-commerce law (CH/EU) and quality assurance.