How to get users to place orders? Share a marketing tip!

Today I want to introduce to you a marketing technique. The logic behind it comes from behavioral psychology.

This trick has a wide range of applications. It can be used in your promotional copy , detail pages, flyers and posters, sales talk and other scenarios. Its benefits are also obvious, which is to further stimulate users to do what you want: place an order to purchase.

You need to take a few seconds to follow me to do a little experiment:

If you fold a piece of ordinary white paper in half and then in half again, how thick will it be after 100 times?

Use your intuition to tell me roughly how many meters it is?

…

In fact, the answer is: 13.4 billion light years, which is 80 trillion times the distance between the earth and the sun!

You can’t imagine why this happened? It was only folded 100 times!

In fact, that is because the first number we come into contact with is a relatively small number like "100", and the answer we get is often determined by this "first impression", so we think the final number will not be that big. This is what psychology calls the "anchoring effect."

Our human brain has a characteristic that it is most sensitive to the first impression and the first information it receives. This first impression fixes people's thoughts in place like an anchor sunk to the bottom of the sea, causing the decisions you make later to be more or less determined by referring to this "anchor".

According to expert analysis, the first impression determines 75% of how people feel about a person, a thing, a company, a place, or even a country, and it is not easy to change.

Based on this psychological characteristic of human beings, some smart people began to apply the "anchoring effect" to business, the most common of which is "price anchoring."

For example, in a TV shopping guide, when the host is promoting a set of goose down quilts, she will specifically show everyone the real-time selling price of this product on Tmall , which is 1798-1998 yuan. Then they will tell everyone that there is a limited-time event now. They have reached a direct sales cooperation with the manufacturer and it only costs 1,498 yuan to buy it.

1798-1998 is an anchor. Under its influence, 1498 seems to be much more affordable.

If you go to rent a house, some smart agents will first take you to see a slightly more expensive but average value for money house as an "anchor", and then recommend you a second house with a lower price and higher value for money. Under the influence of the "anchor", it will be easier for you to rent the second house. In fact, he didn't want to rent the first house to you at all. It was just an "anchor" he set.

Even a friend encountered the "anchoring effect" when he was shopping for clothes a few days ago.

He took a fancy to a piece of clothing and asked the shopping guide about the price. The shopping guide said: "This piece of clothing is our flagship model, and the price is 2,490 yuan."

This exceeded his budget limit of 1,500 yuan. He hesitated for a moment, and then the shopping guide immediately added:

"There is an event going on right now. If you sign up to become a member of our store today, you can enjoy a discount. The discounted price is 1,999 yuan, which means you can save 500 yuan. The event will end in two days."

"Oh? Is it free to apply for a membership card?" asked my friend.

"Well, yes, you just need to fill in some simple membership information!"

So my friend suddenly felt that it was a lot cheaper. Although it was still 499 more expensive than 1500, it would be a big bargain if he didn't take advantage of it.

If the shopping guide had told me the price was 1,999 yuan at the beginning, I wouldn't have had this feeling.

In this process, the original price of 2490 yuan is an anchor, in order to highlight the cheapness of the following 1999 yuan, even though 1999 yuan exceeds the original budget.

From this it seems that "price anchoring" seems to be effective no matter how it is applied, but in fact, there are several details in the process of applying "price anchoring" that are easily overlooked!

This is a promotional training course copy. At the end of the fee explanation section, it reads:

In this copy, 3,600 yuan per person can be understood as an "anchor", which highlights the group purchase price of 3,200 yuan per person as being more cost-effective and affordable. Most users would hope to pay only 3,200 yuan and thus would try to find ways to group purchase.

However, although this case intentionally or unintentionally utilized "price anchoring", if you look closely at the copy, you will find that there are big problems here.

First of all, group buying can be used as a reason for discount, but the cost of participating in group buying is very high. You have to fill in a bunch of personal information before you can initiate a group purchase, which first increases the user cost. After initiating a group purchase, you have to find two people who are willing to pay 3,200 yuan to sign up for the course like you to enjoy the discount. Although the official has also established a WeChat group to help everyone match up and form groups, only people who have added the staff’s WeChat can know about this WeChat group. Others can only find a way themselves, which undoubtedly increases the user’s participation cost.

If the discount cannot be enjoyed, then the previous "anchor" setting will be meaningless, and will instead make users feel that they have paid extra money and effort.

Through the above few small cases, we can see some details:

First, give the anchor a reason

When setting the "anchor", you need to find a reasonable reason for the final actual main price.

In other words, don't simply say that the original price was 1,800 and the current price is 1,500, because from a human perspective, it is difficult to build trust by saying this directly. They will think you are fooling them. In fact, the original price was 1,500, and the "anchor" is not set reliably.

If we change it to: limited-time anniversary events, discounts only available to members, participation only available to groups of three, seasonal clearance sales, etc., it will be easier for users to build trust, and the "anchor" will be more firmly established.

Second, reduce the cost of participation

With a reasonable reason, we must also properly control the user's participation cost and not make it too high.

The final ordering link is a very critical link. After all, all your previous copywriting, preparation, and means are for the user to click the most exciting button of "Confirm Payment" in the end. Therefore, every step of the user at this time is very likely to cause loss. If the "anchor" plays a role in the ordering decision, then you must not let the user participation cost be too high, which will lead to user loss .

For example, in the promotional copy for the training class mentioned earlier, filling in personal information can be done after the payment is successful, or fewer questions can be asked instead of asking users to fill in a bunch of questions before payment. These detailed designs actually affect the conversion rate to a great extent, but you just can't notice it.

The "anchoring effect", as a characteristic of human nature, is of course applied beyond just price.

For example, when we make an appointment with someone and neither of us can make up our mind, if you say, "Shall we meet at 6pm or 7pm?" then the other party will most likely decide to meet you at these two times.

For example, e-commerce gifts originally state that only one gift will be given for each order, but in fact we give two gifts for every order. The "anchor" in the user's mind was originally to receive one, but when they actually receive two, they will naturally be happier, which may increase the e-commerce's praise rate.

The anchoring effect is widely used in business. If you go shopping in a mall or open an e-commerce website, I believe you will see many vivid examples. So, can you give an example that happens in real life?

The author of this article @南北 is compiled and published by (Qinggua Media). Please indicate the author information and source when reprinting!

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