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Join the community of empathetic marketers, for 2 min tips based on behavioral science concepts.
Hey there!
Welcome back to Kwerks. Here’s what you’ll find in today’s newsletter:
🔥 A major update!
A behavioral science-based marketing tip.
Some marketing wisdom from the wizard. 😇
An exciting marketing job opportunity.
Previous Tip: Don't retarget your leads very frequently! No, seriously! Don't! (All tips here)
📣 Before we jump on to today’s tip. I have some exciting news for you all!
I recently got a comment on product hunt which made me realize that Kwerks should be much more than just a newsletter project.
So here’s a major update for you all! Kwerks 2.0 🥳 - It’s now a behavioral marketing community. Please do check out the site and let me know your feedback.
Also, I’m planning on working with other marketers to take Kwerks to the next level. So if you’re interested, DM me on LinkedIn or Twitter.
Now back to today’s tip.
Which toy did you first look at? Most probably the yellow one, right? Today’s tip is exactly about why does it happen, and how you can leverage that to bring revenue.
📈 Recommendation
Want your users to take a particular action/ choose a specific option? Place the action/option in the middle.
🎓 What do studies say?
Researchers at the University of Chester have found that for products arranged vertically or horizontally, we tend to prefer the one placed in the middle.
In this study, the participants were presented with pictures of objects and asked to indicate which object they preferred. Each picture consisted of 5 objects placed horizontally in a line, and each was a similar version of the same item. The results showed that participants preferred the objects that were located in the center, versus those that were located at the extreme ends.
🧠 How it works
We tend to think that products are more popular when placed in the middle of an array. Across a series of five experiments, researchers found that consumers often assume that retailers place the most popular product options in the middle of a shelf, and this contributed to the popular belief that the product placed in the middle is more popular and well-liked by other consumers.
This belief then serves as a social cue and motivates consumers to “follow the herd” and pick this option. Remember pricing pages have the “most popular” plans in the middle? lol
🔧 How to implement this?
Have a new product to promote? Put it in the middle - This insight can also be used by the same brand trying to promote a selected product. However, based on the findings of this study, a marketer must make sure that the other varieties are similar overall, with only one or two distinctions. For example, pricing pages like the above.
Target the gifters - This bias is found to be stronger when consumers are shopping for others. Therefore identifying the time at which people are buying gifts and the products that they buy for gifting, can help marketers and shop owners capitalize on this effect. This can be used by e-commerce platforms.
🧙🏽♂️ Kwerky marketing wisdom!
Businesses aren’t B2B or B2C, they’re H2H (Human to Human) - Dominic Cummins, Right Mind, Inc
Today, marketing with data is very important. But remember, human behavior cannot be predicted accurately with data points (for example, covid situation).
So, data+psychology? I think it’s unbeatable.
📬 Marketing Job for you!
Toggl - Marketing designer
If you know someone who would be perfect for the job, please share it with them. :)
More marketing job opportunities here!
Looking for a marketer? Post here.