Plato once said ‘Human behaviour flows from three main sources: desire, emotion, and knowledge’. We believe the great Greek philosopher meant human behaviour in general, although we are certain the same applies to the specific case of consumer behaviour, too. Emotion and knowledge, being some of the main drivers of human behaviour, also have a great impact on an individual’s behaviour toward a product or service.
This article aims to provide an insight on how to use these behavioural drivers as a main tool to determine the appropriate content and encourage and motivate users’ engagement on a particular website. Scientists and researchers have spent hundreds of years to determine why, when, and how human behaviour is affected, however the topic still hasn’t been fully explored. In this and our next article, we’ll focus on the most common behavioural principles, which will help you understand the importance of personalization through social media and increase online user engagement.
Website registration seemed to be the perfect way to motivate people to return to a website. However, if this tactic did work before, in these technological times that we live in, this is no longer the case. Online users would often leave a website, just because they’ve forgotten their login details and they don’t want to waste another minute on signing up all over again. The truth is, that even when users keep registering on websites and logging into their accounts, it is never 100% certain if they are providing their real details and the risk of targeting the wrong people is always real.
Social login is the alternative tool, recently preferred by many companies as a step to increase the number of visitors to their websites. And our personal favourite, too.
When a first time website visitor is able to see that some friends have actually been there, it is much more likely for them to click on the social login button or give an instant like of the Facebook page. Social login does not only drive traffic to the website, but it also helps companies understand their customers better, through researching the journey users make on their website. The combination of different techniques as social login, user personalized content and friends’ recommendations is what actually creates convergence on a website.
Relevance and Immediacy of Information
Content is extremely important not only for customer engagement, but also for the overall brand image of the company. This is why it is essential to find out what is the right content that you should provide your website users with. Users usually share the content, depending on how useful and relevant it is to the specific individual.
A research, undertaken by Buechel and Berger showed that people are likely to share any information, as long as it is relevant and beneficial. At the same time people have relationships and connection with other individuals, with whom they can talk, share their emotions and experience. These are their friends. And with the vastly growing social media industry, the online social network is now the new arena of sharing thoughts and feelings, with the hidden hope of gaining social approval.
Bearing all this in mind and through personalized content, companies are now given the opportunity to reach a massive audience, something marketers never thought possible before. However, the content should not only be relevant, but also timely and accurate.
You may choose to start with personal recommendations rather than friends recommendations. What is important here is the fact that if the relevant information reaches the right customer, the chances of a return visit immediately become significantly higher. In a few words, just give your users the social login option, along with the personalized content and recommendations and you’ll be able to see an increase on your website traffic quite soon.
It goes without saying that online users are much more likely to share the relevant and timeless information, if it is coming from a trusted brand, or at least a trustworthy source. A research by Gefen showed that users that usually browse through online content always need to trust the source before they decide to proceed with a purchase.
Personalization is a great tool for building trust and providing the user with personalized recommendations is what significantly increases the level of trust. A good foundation of building trust might be a welcoming message on your website, acknowledging the visit of a new visitor. An introduction video or an online tour invitation is a great first step to the creation of a long term trustworthy relationship with your online users.
According to Gefen, trust and familiarity both have a great influence on e-commerce. And while trust has to be built at the initial stage of a future relationship, familiarity can be created through existing relationships. It might be hard to establish a satisfactory level of trust, but once it has been established, familiarity could be significantly increased through social media data. Once online users allow access to their personal data, a lot can be found about their behaviour through their friends. Gathering friends together, who are sharing likes and interests, builds both trust and familiarity, which on the other hand is a first step to the successful formula of building a stable online relationship.
To be continued… Next week, you’ll be able to see the rest of the most common principles that drive consumer behaviour and how each one of them can easily turn out into a key source of a better, personalized user experience. In the meantime, give it a try with any or all of the above. We promise it will be worth it.
*** So Adaptive was founded in 2013 and has quickly become a leading provider of social login and social personalization services. The professional technology team at So Adaptive has the right tools to personalize any website and create a unique visitor experience for your customers. Please Contact Us for more information.