Better results with neuromarketing and LeadBot

Neuromarketing in a nutshell

Neuromarketing is all about how consumers think and decide. It's a relatively new field in which medical insights and techniques from neuroscience are applied to marketing. The insights from neuromarketing are used to predict consumer behaviour and act on it, with the goal of improving results. And improving marketing results — that's what we love at LeadBot!

Consumer behaviour — rational or irrational?

We humans are far less rational than you might initially think. More than 95% of our choices are made unconsciously. In a single day you're faced with so many choices that it makes sense to make them intuitively, quickly and automatically. But how do you still stand out with marketing? By standing out within this unconscious behaviour, also known as 'System 1'.

Tip 1: Go from static to moving images

Your visitor is scrolling through your website, which is great of course! But how do you make sure a concrete action is taken, or that a visitor doesn't leave the website prematurely? By standing out with a moving image. The automatically opening LeadBot is a great example, because it immediately draws attention. The first trigger in the unconscious behaviour has been made! Want to attract attention even more strongly? Add the 'Inbox effect' or a 'Notification', as shown below.

Tip 2: Add contrast in colours

There are more ways to capture a website visitor's attention. Adding colour contrast also draws attention. So give the button with the main call-to-action a striking colour. Configure the LeadBot on your website so it still matches your brand style, but at the same time stands out on the page.

Tip 3: Make it easy to use

Once you have the website visitor's attention, it must be immediately clear what you're offering within the LeadBot. This saves the visitor mental effort, making them more likely to show the desired behaviour. 'I have a question', 'Request a quote' or 'Sign up for the newsletter' may not sound very sexy, but they describe your offer precisely. Greater ease of use through clarity, in other words.

Tip 4: Ask simple questions

Many marketers also use LeadBot as a guide through the website. Visitors end up on the right web page, which lowers the bounce rate. To get people to click through within the LeadBot, it's important to ask simple questions. Why? People answer simple questions in an automatic reflex.

So ask visitors short, concrete questions everyone can easily answer. Then offer two to four concrete choices, and you'll see the visitor click through quickly. Want an example? A travel agency asks questions like: 'What does your ideal holiday look like?' — Adventurous, relaxed or a combination. 'How do you prefer to travel?' — Train, car or plane. Wrap up your advice with 'These holidays really suit you' and refer them to the right page. Without LeadBot, the visitor would never have found that page so quickly!

Tip 5: Spell out the desired behaviour

Look at that — your visitors are clicking through your LeadBot. You're almost there! To get them to complete the behaviour, it's good to literally name the desired behaviour. Completing behaviour becomes easier when you tell people exactly what's expected, and the imperative works best. So don't ask for 'Your details' but say 'Enter your email address'.

So what about conscious behaviour?

The famous behavioural psychologist Daniel Kahneman divides all the decisions we make daily into 'System 1' (the unconscious brain) and 'System 2' (the conscious brain), based on years of scientific research. Solving 1+1, riding a bike and reading the text on a billboard fall into System 1 — unconscious behaviour. But solving 14+83x2, parallel parking along a canal and requesting a quote calculation fall into System 2 — conscious behaviour. To reach conscious attention, it's therefore essential to stand out within System 1. Hence all the effort! 😉

Applying neuromarketing with LeadBot

Neuromarketing, then, is about standing out within System 1 before System 2 kicks in. So use LeadBot's moving image to stand out and make use of colour contrast. Once people have opened the LeadBot, make the action easy by asking simple questions and literally spelling out the desired behaviour.

Want to get more out of your LeadBot?

Our Partner Success Manager Floris is happy to think along about how to apply neuromarketing with LeadBot. Feel free to contact Floris de Bont via floris.debont@leadbot.nl or 06 43 53 78 59.