6 elements, how to trick consumers into placing orders step by step?

Our consumption behavior is 100% controlled.

Why do customers place orders?

1. Three steps of placing an order

a. Stimulate interest

When we desire something, we consider its pros and cons, external opinions, after-sales service, and price. The reason is that we believe the product is untrustworthy.

b. Generate trust

Once trust is established, buyers are happy to purchase a variety of products from the same brand. The main reason why people do not make a purchase after building trust is that they do not have the need to buy at the moment or are not in a hurry to buy.

c. Place order immediately

A purchasing process basically goes through these three stages, so controlling these three processes is the most important.

2. The main reason why customers place orders

The main reasons why customers place orders include high product sales, high brand awareness and reputation, good user reviews, added value of the product, storage discounts, attractive page introductions, recommendations from friends, and repurchases.

People only believe what they believe.

For example, when recruiting a programmer , one of them says that he knows any language and can handle both the front-end and back-end, and the other one says that he is a senior engineer in Silicon Valley, we will definitely choose the one who has worked in Silicon Valley. Because in everyone's impression, Silicon Valley is synonymous with high technology and high level.

Without the most basic trust, would you buy a product?

If a product only accounts for a small portion of our income, we are very likely to buy it, but if the amount is large and requires careful consideration, we may not buy it.

The most difficult thing is to gain customer trust. Trust is not only divided into levels, but can also be controlled.

2. Six factors that make customers place orders

The six factors evolved from the theory in the book "Influence" and are used in combination. The six elements include reciprocity, commitment and consistency, authority, social proof, liking, and scarcity.

1. Reciprocity

Be nice to your customers, and they will respond to you.

2. Consistent Commitment

For a period of time, JD.com required a verification code to be entered before coupons could be received. The button said "Confirm to use this coupon", and every time the customer confirmed it, it represented a commitment.

3. Authority

Recommended by big Vs and celebrities.

4. Social Proof

5. Preferences

Consumers' preferences and their inner choices can be controlled through planning.

6. Scarcity

When there are very few products left, we will take the action of placing an order. Taking advantage is human nature and a basic need, and people rarely cherish things that are easy to get .

Case 1. Game-theoretic dance matchmaking

The conditions for male No. 1 to male No. 3 are from high to low, and the same is true for female No. 1 to female No. 3. If male one chooses female two and male two chooses female three, even if male three invites female one to dance, female one will reluctantly agree due to the "scarcity" of dance partners.

3. How to get customers to place orders

1. Reciprocity

Take coupons as an example:

The problem with collecting the coupon first and then placing the order is that the coupon has already arrived in the account before we are sure whether we need the product, and no cost has been paid.

We can appropriately increase the difficulty of obtaining coupons to attract customers.

The coupons that clothing store clerks receive are for sales and order services. After increasing the difficulty of obtaining coupons, we need to help customers obtain them. Suggest to the customer that you are actually helping him by using the coupon, because you help him get the coupon, and he also makes an order for you, so it is a mutual benefit.

2. Consistent Commitment

Excessive promises like “pay your life if the product is fake” on shopping websites will make customers feel that the product is even less trustworthy.

True commitment consistency is to deliver on your promise without falsification.

3. Authority

Commitment consistency is a light level of trust, while the purpose of authority is to gain the customer's complete trust and transfer this trust to the product.

Authority consists of experts, leaders, celebrities, and partners.

a. Expert recognition

Case 2. Advertisement endorsed by Miao medicine expert

In the Miao medicine advertisement on the satellite channel, the old lady plays the Nth generation inheritor of Miao medicine. The elderly have more social experience than us, so why would they buy this thing?

First, the image of the successor is vivid.

Second, the host narrates the story.

Third, they have complete faith in the information broadcast by satellite channels and even television media.

Case 3. Nanfu Power Bank

Although the power bank is small, it can fully charge your mobile phone. Manufacturers use test reports to convince customers that their products can be fully charged. The test report is full of professional terms that can be understood by professionals and are recognized by experts.

b.Celebrity endorsement

Celebrity endorsement is to increase product awareness by leveraging the celebrity effect.

4. Social Proof

The real principle of social identity is herd mentality.

When I went to a restaurant to eat, there were very few people dining at restaurant A, but there were a lot of people at restaurant B. Without considering purchase rate, time and personal preference, we tend to go to places with more people.

When making any consumption behavior, we mainly consider how to reduce the cost and probability of making mistakes as much as possible. In our opinion, the error rate of choices made by many people is relatively lower.

Case 4. Youyuan.com

Youyuan.com’s target users are factory workers and factory girls, and their advertisements can be seen in empty spaces offline. The number of users in the advertisement is not written as 130 million but as 136,315,478. The purpose is to stimulate the audience's attention through the massive number of people and gain the recognition of potential users.

5. Preferences

Dislike is the user’s pain point, and liking is to keep the user away from pain, remind the user of the pain, and then provide a solution. In short, it can be summed up in six words: "You are sick, I have medicine."

People like to stay in a safe environment. This preference deprives you of the right to bargain, so you can only buy. The function of liking is actually to stay away from pain.

Case 5. Housing rental company

Your rental budget is 2,500 yuan/month. The agency will first ask you about your rental needs. When you go to view houses later, they will first take you to see the rooms that do not suit your taste. When you express dissatisfaction and want to leave, they will take you to see other houses.

The room he finally takes you to see costs 3,000 yuan per month. If you disagree, he might say that it’s our store’s 9th anniversary and you can get a 500 yuan discount if you post it on your Moments and get 50 likes. Then he said, "Hurry up and make the reservation, because a lot of people will come to see the house soon." If the transaction is completed at this time, it will fall into a trap. The other party did not offer any discount in the first step and directly quoted the price. The second step is to offer discounts, and finally to exert pressure by using scarcity as a reason so that the deal can be closed.

6. Scarcity

Scarcity primarily creates a sense of urgency to get customers to take immediate purchasing action.

From mutual interest to commitment and consistency, a slight level of trust is generated, and then complete trust; through the scarcity of goods, the desire to buy is stimulated.

Among the six elements, those that can generate interest are reciprocity, liking, scarcity, and social recognition.

Among the six elements, those that can generate trust are authority, social recognition and consistency of commitment. Commitment and consistency are the most important because they play the most basic role. Without this foundation, trust will not be generated.

Among the six elements, reciprocity and scarcity are the ones that can make customers place orders.

Four, six elements of attention

1. Speak human language

Taking Go as an example, the highest level is 9th dan. When we were working on the Go project, we discovered a phenomenon. We identified our target customers as women aged 30 to 35 who were enrolling their children aged 4 to 6 in study classes. These female parents may not know the professional 9th ​​dan, but they definitely know the chess master Nie Weiping.

In this situation, it is important to speak human language, and it is also something we need to continue to evolve. We need to use language that ordinary people can understand to achieve a simple resonance of ideas.

2. Look at the brand

By observing the survival time of a platform, you can understand its exact number of customers and customer revenue. The more specific the time, the

The more credible the information is, the more reliable it is. That is why Youyuan.com does not list the choices of hundreds of millions of people, but instead lists the choices down to the single digit. Specific numbers are more reliable within a certain period of time. In addition, the numbers cannot end with 0 or 5.

3. Commitment

Consistent commitments not only refer to commitments made by merchants, but also allow users to make commitments. This design is very important.

We need to make guarantee measures that are accepted by common sense, and then add successful cases, with the guarantee coming first and the cases coming later.

If you put the success story first, it will give the customer an unreasonable feeling, and his subconscious mind will tell him that it is wrong.

Although marketing methods and strategies are evolving, we cannot change certain subconscious judgments of our customers.

Many company cases appear fake because they do not have enough user tags.

How many types are there in this label? As far as Go classes are concerned, first, the community; second, you are talking about a father choosing Go for his child. When a man chooses Go for his child, what will he consider important? He is different from women.

4. Authority

Because of teacher recommendations, parents basically have no say in front of teachers.

The era of ostentation has passed. On promotional pages, you must constantly prove that you are the most professional from different angles.

How to prove it? First, "the most professional in China"; second, when customers choose, expand the influence on customers in terms of price range, campus and teaching cases.

When we describe something, we should do it from multiple dimensions and angles.

When you make good use of the above six factors, the consumer's heart will be controlled, and they will proceed step by step, and the final step is to make a purchase.