It is a concept that we see applied continuously to purchasing choices. I myself bought my smartphone following the principle of scarcity and exclusivity masterfully constructed by a Chinese company that for the first models provided for purchase only by invitation and for a few pieces. Neuromarketing tells us that poor availability and exclusivity (not being able to purchase directly), do nothing but increase the desire to buy .
Neuromarketing applied to e-commerce: the principle of exclusivity
OnePlus presents only 3 products to add directly to the cart
In an eCommerce you can talk about a limited offer “Only for today” or emphasize the low availability “Only a few pieces left” . The idea that “If it costs a lot, it must be a good product” also works well .
We believe we want many alternatives but many singapore phone number options to choose from make us unable to act . For the same principle, the idea of being able to have something immediately is a strong push to purchase . In an eCommerce the choice to offer many alternatives can probably bring more visitors, but Neuromarketing leads us to reflect on the fact that too many alternatives do not have a good response in terms of final conversions: with too elaborate cost and benefit analyses, the numerous alternatives available end up overwhelming us, preventing us from actually buying something. This means that in purchases a careful analysis can create doubts more easily than it creates certainties .
In a Neuromarketing experiment on an eCommerce, the behavior of potential customers was observed in relation to 4 items, specifying 10 different characteristics for each. During the experiment, the products were rotated in their positions. In the end, it emerged that the greatest number of sales had not been determined by a particular characteristic of the item, but by the fact that the product had appeared at the top of the list , this despite the fact that the participants had all given rational reasons based on the choice of very specific characteristics.