Happy Tuesday Folks! ✌️
I'm back with insights from a branders POV this week and wanted to delve into customer behaviour. Now before you say it's all hocus pocus full of statistics and science, there are some essentials that strip away the data and look at it logically.
And thats what we will be doing today.
(although I do love a good data set!)
Behaviour is often driven by the desire to avoid pain and seek comfort.
...this applies to purchasing decisions too, where customers tend to choose products or services that offer a sense of comfort over those that may cause discomfort.
Logic right? 🧙♂️
And the simple answer for Marketers? Leverage this behaviour by creating comfortable solutions.
For example, if you offer easy-to-use products with clear instructions, provide excellent customer service, and create a seamless shopping experience your more likely to appeal to a customer than a brand that is vague, confusing and frustrating.
So this is your focus task this week.
How can you make you brand more comfortable for your user?
Appeal to customers' desire for comfort by emphasizing the benefits of their products or services, highlighting how they can improve customers' lives and make things easier for them. By focusing on the comfort and convenience that their offerings provide, marketers can build trust and loyalty with customers, ultimately driving revenue and growth.
I thought i'd start you off on this task...
Five tips on how to improve experience to make purchasing/doing (ultimate goal) more comfortable:
- Ecommerce - simplify the checkout process: Make it easy for users to complete their purchase by minimising the number of steps required to complete checkout and reducing the amount of information they need to input. Clicks are effort = uncomfortable.
- Use clear and concise language: Spend some time developing your tone of voice. The easiest way? Talk like your end user.
- Optimise your website for mobile: Many users will be accessing your website from their mobile devices, so it's important that your website is optimised for smaller screens.
- Searchability. The reason why ChatGPT, Tiktok Search widget and Google exist. Make it easy to find the source of truth.
- Make sure customers have all the information they need about a product or service before making a purchase. If they have to ask questions then your content isn't clear enough.
How do you make your customers lives comfortable?
Sound off in the comments 🎤
Have a beautiful sunny week and see you after the bank holiday!
ta ta!
Sarah
My diary is open for September 1-2-1s (this year is going too fast!) drop me a DM if you'd like to talk about your brand and its future! 💜