Next week, Thursday November 22, Van Ons is organizing in collaboration with agency Neurofied from Amsterdam a neuromarketing workshop. In a packed afternoon, the Neurofied consultants will take us through the fundamentals of neuromarketing and we will analyze live websites of the participants present. The consultants show which neuromarketing principles can be used to further optimize websites for, for example, conversion or customer experience.

Would you like to attend the workshop? That's possible, there are still a few spots available! Complete the form at the bottom of this page and we will contact you as soon as possible.

What is neuromarketing?

What exactly is neuromarketing and how does it differ from “normal” marketing? Research in neuromarketing looks at the emotional and cognitive responses to media and marketing stimuli. Where you normally ask customers what they think of something (an opinion), you now look at actual behavior and how it can be explained from the brain.

No matter how unique we feel, in many situations we as humans all exhibit the same – sometimes irrational – behavior. A lot of these irrational behaviors and attitudes (biases) have been investigated and documented. The application of this knowledge offers many opportunities for online marketers. By understanding how customers and visitors think, websites and online concepts can be designed more effectively and functionality built more effectively.

biases in neuromarketing

Three biases you need to know as an online marketer

There are many biases and irrational customer behaviors that online marketers can reap benefits from. Below we list three important biases for you.

Post-purchase rationalization

After customers have made a purchase from you, they also look for confirmation after purchase that they have made a good choice. A customer may make the initial purchase quickly and based on primary emotions, but afterwards a customer still tries to make his choice rationalize. It is therefore important to convince the customer after purchase that he has made a good choice. This strategy also helps to remain top-of-mind with the customer for a longer period of time, so that you are back in the customer's mind the next time you purchase. consideration set of the customer.

The fanfare effect

The fanfare effect means that people tend to do and think things because 'many others' also do or think that way. Looking for people social proof that what they do is the right or good thing. That is why reviews, quotes and stories from other customers often have more persuasive power than communication from the company or brand itself. Working with reviews, for example, can respond nicely to this 'fanfare' effect.

The truth effect

We are more positive about something we already know or have heard before than about something completely new. The more often we see a message, the easier it is for us to process over time, allowing us to develop a positive attitude towards that message. The more you repeat, the more something is considered 'true'. So see the power of repetition here. So show your message regularly to make it more appealing to your customers!