Tuesday, July 14th, 2020
Since there’s an assortment of product selection that’s available online, why should anyone, someone bother to purchase your particular affiliate product or service. Choose to spend their hard earned money, on your brand. It’s thought that once you offer the benefits of the product, and it outweighs its cost, then the consumer will gladly purchase it. That you’ll get the sale.
We all know however, that this always isn’t the case in the online world of competitive eCommerce.
Consumers aren’t self calculating mechanical robots, but they instead buy on impulse and emotion. What buyers will assign is meaning, as well as personal significance when making their purchasing decisions.
What needs to be determined, is how consumers subconsciously evaluates products or services, before they actually decide to buy.
So what’s the process, the criteria on how they assimilate or trade off the various factors, before they ultimately decide.
How exactly are their emotions influenced, and how do these emotions actually interfere with their logic, when they’re ready to buy.
Every consumer, including you, whether you realize it or not, will use several defined categories of emotional criteria, this right before purchasing.
The Technical Criteria Evaluation
What’s immediately evaluated, is the technical criteria of the product.
If it will functionally or technically be adequate. Does the particular product or service in question, perform the exact things that are claimed, or how they’re wanting it to perform.
The product might also include a few additional features, that makes it easier to operate or use.
If the product has been available for a while, then what’s assumed is that it performs its basic stated functions adequately.
Competitive marketing battles are usually won or lost, on how easy that the product is to operate, along with what additional features or better services it offers.
Does the particular product, happen to perform its core functions better than the competition.
Is it faster, smoother, cheaper than anything else on the market.
Has the product been enriched somehow, with additional features. Is the product or service easier to operate.
The Criteria That Is Economic Sacrifice
This is the economic sacrifice criteria, as it relates to its price. What we as consumers live in, is an approach avoidance world.
The benefits of the product, is in a constant tug-o-war with its price, and the effort that it takes for the consumer to actually purchase it.
For the majority of these consumers, the psychological toll that it takes to actually take out their credit card to buy the product, significantly reduces their enjoyment of it.
One key emotionally significant factor to monitor, is the maximum price that you’re able to charge for the product, that the consumer can still afford.
How close does the particular product, relate to the buyers exact needs. How unique is the product.
Do you charge a fair or a premium price for it. Is paying the asking price that you’re asking, socially and morally acceptable for the buyer.
Understanding The Moral Criteria
What every consumer is also guided by, is what others want or demand.
Some potential buyers need to obey to their set moral standards. This loss of control on your part can at times, become frustrating.
What consumers also feel, is an obligation to consider the needs, the desires and the acceptance of others, such as their family and friends.
Does your product or service help the consumer comply with any moral obligations, if there are any.
Is there any way that the product, can somehow be made more appealing to your customers spouse or friends.
Using Integrative Social Criteria
Do you know how the product, fits in your potential customer’s personal identity. What all consumers belong to, are certain social circles.
As a result, they’ll face potential peer embarrassment, if they don’t comply to them.
So what they’ll do, is attempt to strike a balance between being part of the group, and balancing their visibility and self-esteem. Any product or service, that happens to increase their self-esteem, is always emotionally satisfying.
Does the product or service, somehow help your customer express their personal identity.
Can the product be described as exclusive, an upgrade or upscale.
Developing Adaptive Criteria
What every consumer wants, is to minimize the risk of buying a product at a later date.
The easiest solution is by avoiding responsibility, by trusting the advice or reviews of others, preferably someone who’s an expert.
The consumers regret or embarrassment will also be reduced, by relying on the buying advice of others, who they think are in the know.
This by looking for guarantees, or by basing their buying decision, on their reputation or the brand.
Are you able to offer positive feedback or endorsement, from recognized experts. Do you have valid testimonials, from satisfied customers.
How valid is your money back guarantee. Is there any way, that you can offer a free trial or a sample.
The Intrinsic Criteria
What intrinsic criteria refers to, is the basic nature of the product. How much the consumer actually likes it.
How it appeals to your customer’s senses, based on how it feels, smells, looks, tastes, or sounds.
Curiosity is also an extremely strong intrinsic criteria.
What consumers are constantly looking for, is the latest trend, something that’s new and unique.
Although familiar products are reassuring, they can also be boring and bland.
The key becomes to not stray too far away. What every consumer has, is an optimal level of novelty, that maximizes their curiosity, and a need to satisfy it.
If you happen to push beyond this optimal point, they’ll just return to what they’re familiar with.
If you happen to focus strictly on rational behavior, then what you’re doing is choosing to ignore the enormous emotional forces, that ultimately forms your customer’s final decision.
The rational argument, should already be won over by the particular product or services high quality design, excellent pricing, creative innovation, or persuasive presentation.
These are the criteria, that should win over the consumers emotions, this when they’re deciding to buy the product.